[capableweb]

Also, inflation is increasing quickly almost everywhere, buying the latest and greatest MacBook has always been a luxury purchase for most of the people, so obviously less people do it when the economy doesn't do very well.

[switch007]

Apple doing their part in increasing inflation too. It’s impossible to reduce their profit margin, obviously. /s

[golergka]

Why would they put their consumers (who are buying premium goods) over their investors (who are mostly regular folk with 401ks and private pension funds)?

[orra]

This article we're discussing says they halted M2 chip production. Running factories empty is a huge opportunity cost. So who's to say this approach of maintaining high profit margins is the correct medium-term outcome for their shareholders?

[Hamuko]

Especially if they bought one during the PC buying frenzy in 2020.