Bloomberg Businessweek June 28 – July 4, 2010

The computers fetch 30 percent gross margins

Whatever happened to the Macintosh computer? During Steve Jobs' June 7 address at the Worldwide Developers Conference to introduce the new iPhone, the Apple (AAPL) chief executive only mentioned the word "Mac" twice in two hours. That followed the disappearance of Apple's "I'm a Mac" TV ads from its website.

In the first quarter of 2010, the iPhone accounted for 40 percent of sales, vs. 28 percent for the Mac. In the same period a year ago, it was 27 percent for the iPhone and 33 percent for the Mac.

In fiscal 2004, Apple sold 3.29 million Macs for the whole year. It sold slightly more than that—3.36 million—in the first quarter of fiscal 2010 alone. Charles Wolf, an analyst with Needham & Co. in New York, estimates that Apple will sell nearly 13 million Macs in 2010.

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