Tim Cook, chief executive officer of Apple Inc., center, greets a shopper at the company’s Fifth Avenue store in New York, US, on Friday, Sept. 22, 2023.
Gabby Jones | Bloomberg | Getty Images
Apple is expected to post its fourth consecutive quarterly revenue decline when it reports earnings after the bell Thursday. Wall Street expects $89.28 billion in sales, which would mark about a 1% fall from the same quarter last year.
Apple stock is up about 32.5% so far this year, partially due to the perception of Apple as a fortress-like company with strong cash flow, popular products, and a globally-known brand. But analysts haven’t missed Apple’s lack of growth this year and want to see revenue increasing again.
They’ll want to hear about how the current quarter, which is usually its largest thanks to the holiday shopping season, is shaking out. Apple hasn’t given official guidance since 2020, but CFO Luca Maestri often gives a few data points on a call with analysts that point to where Apple thinks it is headed. They will also be paying close attention to any clues about how demand for the iPhone 15 lineup is faring.
The September quarter isn’t Apple’s biggest or slowest quarter of the year and only includes about a week or so of iPhone 15 sales. The December quarter is Apple’s biggest of the year by revenue — right now, analysts expect $122.97 billion in sales, or 5% growth, even versus a quarter last year that included an extra week because of fiscal calendars.
Apple’s fiscal fourth quarter period typically includes a little bit of back-to-school laptop and tablet spending benefitting its Mac and iPad divisions. But Apple warned in August that it expected Mac and iPad revenue to decline by “double digit” percentages, blaming difficult comparisons to a good quarter in 2022 when sales popped after prior supply issues.
The mood among analysts, especially in regard to expectations for the fourth quarter, is changing.
Morgan Stanley analyst Erik Woodring says that there are four forces working against Apple in the December quarter: An unfavorable comparison, a strong dollar, iPhone supply issues, and a cautious consumer.
“Sentiment has turned more challenging for shares of Apple in recent days with increasing concerns around the lower demand for the iPhone 15 Series in China, as well as lackluster consumer spending momentum globally,” wrote JPMorgan analyst Samik Chatterjee earlier this week in a note to investors.
China
Hundreds of people lined up at a flagship Apple store in Beijing to pick up the new iPhone 15 when deliveries began on Friday.
CNBC | Evelyn Cheng
One data point from a market research firm tracking smartphone sales suggested that iPhone 15 sales started off slow in China this year.Wall Street analysts who cover Apple worry that renewed competition from Huawei in China could be making the iPhone less competitive in the company’s third-largest market. It could show up in Apple’s future guidance.
“Apple does have a China problem. I think when it comes to the phone, my sense is it’s going to be soft in China for the Sept. quarter,” Deepwater Asset Management founder Gene Munster said on CNBC earlier this week.
There’s some disagreement among analysts whether the Huawei competition is a temporary or permanent factor for Apple.
“Importantly, we believe the data suggests increased competition from Huawei in China is likely to be a headwind next year,” Oppenheimer analyst Martin Yang wrote in a note last month.
Some reviews of this year’s new premium Huawei device suggest it is technologically inferior.
“We expect Huawei-related pressure on iPhone to be temporary and moderate into FY24 due to significantly outdated chipset on the Mate 60 series,” wrote Oppenheimer analyst Martin Yang.
During the quarter, the Wall Street Journal reported on new efforts from the Chinese government to ban foreign technology from government agencies, which many saw as a signal about the company’s changing fortunes in the region and raised the possibility that national pride or future government regulations could push Chinese consumers away from Apple.
“With Huawei’s unexpected launch of Mate 60 Pro and Chinese government’s ban of using foreign phones for government workers, iPhone market share in China has been a big concern for investors,” wrote Citi analyst Atif Malik.
Global iPhone sales
In other regions, investors want to know if the iPhone 15 is selling like hotcakes, or if it’s not moving off store shelves as fast as previous years. Analysts call the strength of any given year’s iPhone sales the “cycle.”
Apple launched new iPhones in September with a lighter, redesigned titanium body, a longer telephoto lens, and a USB-C charging port.
“We are in the camp that [iPhone 15] is not a good cycle on demand weakness and elongation of replacement cycles,” Barclays analyst Tim Long wrote.
While analysts track ship times on Apple’s website and third-party estimates for iPhone sales, there’s no substitute for color from Apple CEO Tim Cook or sales numbers, either from the week or so the iPhone 15 was on sale in September or through its unofficial guidance for the December quarter.
Another factor is that some analysts are pointing to supply constraints on some iPhones, particularly the higher-end and more expensive “Pro” models which could push some sales out of the December quarter and into the January quarter.
“However, we are more cautious on the December quarter given iPhone supply shortages and uneven consumer spending, and believe Apple will guide to a revenue range that is both below normal seasonality and consensus expectations,” wrote Woodring, the Morgan Stanley analyst.
Estimates, the Mac, and Services
One business line that is expected to be in rough shape this quarter is Apple’s Mac business. Analysts expect $8.5 billion in sales, which would be a 26% drop from last year. Apple executives could focus on the fact it just released new MacBooks with chips on Oct. 30 with new chips to stoke more interest, analysts say.
One bright spot is expected to be Apple’s services business, even as the Google trial in Washington DC highlights how much of that is from Google paying Apple to be the default search engine on iPhones, and puts that reportedly $19 billion per year deal at risk over antitrust. Apple is expected to report $21.42 billion in services revenue, offsetting some weak hardware revenue, and which would be an 11% year-over-year increase.
Here’s what Wall Street is expecting, per LSEG, formerly Refinitiv, estimates:
Revenue: $89.28 billion
EPS: $1.39
Here’s what to expect from the company’s product lines, per Street Account estimates:
The logo of an Apple Store is seen reflected on the glass exterior of a Samsung flagship store in Shanghai, China Monday, Oct. 20, 2025.
Wang Gang | Feature China | Future Publishing | Getty Images
A shortage of memory chips fueled by artificial intelligence players is likely to cause a price rise in smartphones in 2026 and a drop in shipments, Counterpoint Research said in a note on Tuesday.
Smartphone shipments could fall 2.1% in 2026, according to Counterpoint, versus a previous outlook of flat-to-positive growth.
Shipments do not equate to sales but are a measure of demand as they track the number of devices being sent to sales channels like stores.
Meanwhile, the average selling price of smartphones could jump 6.9% year-on-year in 2026, Counterpoint said, in comparison to a previous forecast of a 3.6% rise.
The continued build-out of data centres globally has hiked demand for systems developed by Nvidia, which in turn uses components designed by SK Hynix and Samsung — the two biggest suppliers of so-called memory chips.
However, a specific component called dynamic random-access memory or DRAM, which is used in AI data centers, is also critical for smartphones. DRAM prices have surged this year as demand outstrips supply.
For low-end smartphones priced below $200, the bill of materials cost has increased 20% to 30% since the beginning of the year, Counterpoint said. The bill of materials is the cost of producing a single smartphone.
The mid and high-end smartphone segment has seen material costs rise 10% to 15%.
“Memory prices could rise another 40% through Q2 2026, resulting in BoM costs increasing anywhere between 8% and over 15% above current elevated levels,” Counterpoint said.
The rising price of components could be passed on to consumers and that will in turn, drive the rise in the average selling price.
“Apple and Samsung are best positioned to weather the next few quarters,” MS Hwang, research director at Counterpoint, said in the note. “But it will be tough for others that don’t have as much wiggle room to manage market share versus profit margins.”
Hwang said this will “play out especially” with Chinese smartphone makers who are in the mid-to-lower end of the market.
Counterpoint said some companies may downgrade components like camera modules, displays and even audio, as well as reusing old components. Smartphone players are likely to try to incentivize consumers to buy their higher-priced devices too.
A trader works on the floor at the New York Stock Exchange (NYSE) in New York City, U.S., Dec.15, 2025.
Brendan McDermid | Reuters
U.S. stocks of late have been shaky as investors turn away from artificial intelligence shares, especially those related to AI infrastructure, such as Oracle, Broadcom and CoreWeave.
The worry is that those companies are running into high levels of debt to finance their multibillion-dollar deals.
The stock lost 2.7% on Monday, while shares of CoreWeave, its fellow player in the AI data center trade dropped around 8%. Broadcom also retreated over concerns over margin compression, sliding about 5.6%.
That said, major indexes were not too adversely affected as investors continued rotating into sectors such as consumer discretionary and industrials. The S&P 500 slipped 0.16%, the Dow Jones Industrial Average ticked down just 0.09% and the Nasdaq Composite, comprising more tech firms, fell 0.59%.
The broader market performance suggests that the fears are mostly contained within the AI infrastructure space.
“It definitely requires the ROI [return on investment] to be there to keep funding this AI investment,” Matt Witheiler, head of late-stage growth at Wellington Management, told CNBC’s “Money Movers” on Monday. “From what we’ve seen so far that ROI is there.”
Witheiler said the bullish side of the story is that, “every single AI company on the planet is saying if you give me more compute I can make more revenue.”
The ready availability of clients, according to that argument, means those companies that provide the compute — Oracle and CoreWeave — just need to make sure their finances are in order.
— CNBC’s Ari Levy contributed to this report.
What you need to know today
And finally…
Customers walk in the parking lot outside a Costco store on December 02, 2025 in Chicago, Illinois.
Traders work on the floor at the New York Stock Exchange in New York City, U.S., Dec. 15, 2025.
Brendan McDermid | Reuters
U.S. stocks of late have been shaky as investors turn away from artificial intelligence shares, especially those related to AI infrastructure, such as Oracle, Broadcom and CoreWeave.
The worry is that those companies are running into high levels of debt to finance their multibillion-dollar deals.
The stock lost 2.7% on Monday, while shares of CoreWeave, its fellow player in the AI data center trade dropped around 8%. Broadcom also retreated over concerns over margin compression, sliding about 5.6%.
That said, the broader market was not affected too adversely as investors continued rotating into sectors such as consumer discretionary and industrials. The S&P 500 slipped 0.16%, the Dow Jones Industrial Average ticked down just 0.09% and the Nasdaq Composite, comprising more tech firms, fell 0.59%.
The broader market performance suggests that the fears are mostly contained within the AI infrastructure space.
“It definitely requires the ROI [return on investment] to be there to keep funding this AI investment,” Matt Witheiler, head of late-stage growth at Wellington Management, told CNBC’s “Money Movers” on Monday. “From what we’ve seen so far that ROI is there.”
Witheiler said the bullish side of the story is that, “every single AI company on the planet is saying if you give me more compute I can make more revenue.”
The ready availability of clients, according to that argument, means those companies that provide the compute — Oracle and CoreWeave — just need to make sure their finances are in order.
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And finally…
Customers walk in the parking lot outside a Costco store on December 02, 2025 in Chicago, Illinois.