• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
TechApple

Apple signals a recovery from the tech industry’s slump with a rebound in iPhone sales to a new quarterly record

By
Mark Gurman
Mark Gurman
and
Bloomberg
Bloomberg
Down Arrow Button Icon
By
Mark Gurman
Mark Gurman
and
Bloomberg
Bloomberg
Down Arrow Button Icon
May 4, 2023, 6:43 PM ET
Apple CEO Tim Cook.
Apple CEO Tim Cook. Indranil Aditya/Bloomberg via Getty Images

Sales of Apple’s iPhone rebounded last quarter, helping the world’s most valuable company top earnings estimates and weather an industrywide downturn that has battered much of its product lineup.

Recommended Video

Overall revenue amounted to $94.8 billion in the fiscal second quarter, according to a statement Thursday, exceeding the $92.6 billion analysts predicted. Though the sales fell 2.5% in the period, Apple had warned investors to expect a drop of roughly twice that.

The results suggest that Apple is beginning to recover from a slump that’s plagued both the computer and smartphone industries. It’s a particular relief for investors after Qualcomm Inc., a key supplier, raised fresh concerns about phone demand earlier this week. Apple’s sales in China — a weak spot for other tech companies — also came in a bit better than expected. 

As expected, Apple announced plans for $90 billion in stock repurchases — the same as last year’s plan. The company also raised its quarterly dividend 4% to 24 cents a share.

The shares gained 2% in late trading after the report was released. They had closed at $165.79, up 28% for the year.

Though the performance was better than expected, it marked two straight quarters of sales declines — a first for Apple since the pandemic began. Earnings, meanwhile, were unchanged from a year earlier, at $1.52 a share. That compared with an average estimate of $1.43 a share.

On a conference call with analysts, Apple said that revenue in the current period would drop by a similar amount as in the past quarter, which ended April 1. That suggests a dip of about 3%. The company also said it would continue to see a negative impact from foreign exchange rates.

Apple generated $51.3 billion in sales from the iPhone — its flagship product — in the second quarter, topping analyst predictions of $49 billion. That’s just a 1.5% rise from a year ago but marked a record performance for a March quarter, Chief Executive Officer Tim Cook said. The increase came “despite the challenging macroeconomic environment,” he said in the statement.

Like many tech CEOs delivering earnings reports, Cook also discussed artificial intelligence. He said it had enormous potential and that Apple would continue weaving it into products in a thoughtful way.

From a supply perspective, the second quarter was an opportunity for the iPhone 14 to rebound. The device had suffered from constraints during the previous period due to Covid policies in China.

The iPad saw revenue fall 13% to $6.67 billion, roughly in line with estimates of $6.7 billion. New models, which included a revamped entry-level version and Pro models with M2 chips, didn’t do much to spur purchases in the quarter. 

Likewise, revenue in the Mac division dropped 31% to $7.17 billion. That trailed forecasts of $7.7 billion. Research firms already warned that it was a bleak quarter for the lineup, with IDC estimating that Mac shipments fell about 40% in the quarter. Apple had updated the MacBook Pro and Mac mini, adding faster processors, but they failed to reignite the unit’s sales.

The home, wearables and accessories division, which includes AirPods, the Apple Watch and the TV set-top box — fell less than 1% to $8.76 billion. That beat estimates of $8.5 billion. The company added a faster processor to the Apple TV during the holiday quarter and updated its HomePod speaker during the March quarter. 

The services business, which includes iCloud, Apple Music, the App Store and the TV+ streaming service, brought in $20.91 billion, missing estimates of $21.1 billion. Still, it was a 5.5% gain from a year earlier. Last quarter, Apple promised that services revenue — alongside the iPhone — would accelerate.

Join us at the Fortune Workplace Innovation Summit May 19–20, 2026, in Atlanta. The next era of workplace innovation is here—and the old playbook is being rewritten. At this exclusive, high-energy event, the world’s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.
About the Authors
By Mark Gurman
See full bioRight Arrow Button Icon
By Bloomberg
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

ternus
CommentaryApple
This Apple doesn’t fall far from the tree: Tim Cook is leaving at a peak and John Ternus is exactly the right CEO for the AI era
By Jeffrey Sonnenfeld and Steven TianApril 20, 2026
6 hours ago
Jeff Bezos’ Blue Origin grounds New Glenn rocket after a bad engine put a satellite in the wrong orbit
Innovationspace
Jeff Bezos’ Blue Origin grounds New Glenn rocket after a bad engine put a satellite in the wrong orbit
By Marcia Dunn and The Associated PressApril 20, 2026
8 hours ago
John Ternus stands in front of an Apple Store
Big TechApple
Meet John Ternus, the 51-year-old former swimming champ who will succeed Tim Cook as Apple CEO
By Dave Smith and Fortune EditorsApril 20, 2026
10 hours ago
Apple CEO Tim Cook is stepping down, and hardware boss John Ternus will be the new CEO
Big TechApple
Apple CEO Tim Cook is stepping down, and hardware boss John Ternus will be the new CEO
By Alexei OreskovicApril 20, 2026
10 hours ago
Photo of Alex Karp
PoliticsMilitary
Palantir wants to bring back the draft just as the Selective Service preps for automatic registration
By Catherina GioinoApril 20, 2026
11 hours ago
Signs opposing a proposed data center in Monterey Park, CA.
AIData centers
Half of all new electricity demand in the U.S. last year came from data centers—just as public opinion of them plummets
By Tristan BoveApril 20, 2026
12 hours ago

Most Popular

Markets shudder as Strait of Hormuz starts resembling a combat zone. 'We're prepared to subject you to disabling fire'
Energy
Markets shudder as Strait of Hormuz starts resembling a combat zone. 'We're prepared to subject you to disabling fire'
By Jason MaApril 19, 2026
1 day ago
Thousands of CEOs admit AI had no impact on employment or productivity—and it has economists resurrecting a paradox from 40 years ago
AI
Thousands of CEOs admit AI had no impact on employment or productivity—and it has economists resurrecting a paradox from 40 years ago
By Sasha RogelbergApril 19, 2026
2 days ago
$166 billion in tariff refunds just became available, but small businesses may already be at a disadvantage
Law
$166 billion in tariff refunds just became available, but small businesses may already be at a disadvantage
By Sasha RogelbergApril 20, 2026
10 hours ago
Current price of oil as of April 20, 2026
Personal Finance
Current price of oil as of April 20, 2026
By Joseph HostetlerApril 20, 2026
18 hours ago
The explosion of U.S. debt is wiping out the 'safety premium' of Treasury bonds, and time is running out for an orderly fiscal solution, IMF warns
Economy
The explosion of U.S. debt is wiping out the 'safety premium' of Treasury bonds, and time is running out for an orderly fiscal solution, IMF warns
By Jason MaApril 19, 2026
1 day ago
The director of the Congressional Budget Office—known for its gloomy national debt data—is very optimistic that a crisis will be avoided entirely
Economy
The director of the Congressional Budget Office—known for its gloomy national debt data—is very optimistic that a crisis will be avoided entirely
By Eleanor PringleApril 20, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.