Apple Wants to Increase Holiday Mac Sales Through Business Promotions

According to Bloomberg, Apple is offering small and midsize businesses up to 10% off 14 and 16-inch MacBook Pro models in an effort to boost Mac sales during the holiday season. This is a larger discount than is typically offered to businesses, and Apple describes the offer as a “very special Mac campaign.”

During the company’s October earnings call, Apple CFO Luca Maestri stated that the company expects Mac revenue to “decrease substantially” year over year between October and December.

Mac sales will fall because Apple will release new Macs in 2021, including 14- and 16-inch MacBook Pro models. There are no Mac updates planned for the final months of the year in 2022, and nothing is available to boost holiday sales.

Apple refreshed the MacBook Air and 13-inch MacBook Pro models in June, but the 14- and 16-inch MacBook Pro models will not be updated until 2023. This year, Apple also did not update the iMac, Mac mini, or Mac Pro.

The June launch of the MacBook Air pushed significant Mac sales in the fourth fiscal quarter of 2022, with Macs accounting for $11.5 billion in revenue, but there appears to be insufficient momentum to match 2021 MacBook Pro sales

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