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Horace Dediu:

The Number

The first number that Tim Cook mentioned in the fourth quarter investor conference call was the number of active Apple devices. The 1.3 billion monthly active devices is the most important measure of the health of Apple’s business. It’s the primary way the company chooses to measure itself and it’s the best instrument available to understand the company’s strategy.

This is only the second time this number was revealed. The previous figure, given in January 2016, was 1 billion active devices. Thus, while Apple sold 586,744,000 devices1 the number of active devices increased by 300,000,000. While the number of units sold is frequently updated and attracts a lot of attention, the number of units active is very infrequently updated and attracts little attention. Yet the number of active devices speaks of the future of the company and should be carefully scrutinized while the number of devices sold speaks of the past and should be cursorily glanced at.

More at:

http://www.asymco.com/2018/02/27/the-number/
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