Originally Posted by swinge
If Apple is selling two and half times as many iPods now as they did in 2006, I don't think you can call that a slow down at all.
The paragraph you quoted said "For the 2010 holiday shopping season, though the iPod posted 250% more revenue than it did in 2006", but that is an error in the article. In the 2006 holiday quarter, iPod revenue was $2906 million. In the 2010 holiday quarter it was $3391 million (see graph at the bottom). That is a 16%
increase, not 250%
. It also said nothing about number of iPods, just revenue.
Looking at full financial years in Apple's reports (note that Apple's financial year ends in September):
2005: $4540M revenue, 22.5M iPods, average price $201
2006: $7676M revenue, 39.4M iPods, average price $194
2007: $8305M revenue, 51.6M iPods, average price $160
2008: $9153M revenue, 54.8M iPods, average price $167
2009: $8091M revenue, 54.1M iPods, average price $149
From independent comments by Apple at special events, I estimate that 12 million iPod Touches had been sold by the end of calendar 2008, and 32 million by the end of calendar 2009, so it seems that 2009 iPod sales were almost 40% iPod Touch. There must have been a similar proportion of Shuffles being sold for the average price to be as low as $149, with most of the rest being Nanos.
Total iPod sales declined in 2009, but there was a financial crisis.
Since then, we have these figures for 6 months from Oct 2009 to Mar 2010:
Q1+Q2 2010: $5252M revenue, 31.8M iPods, average price $165
(Q1 is the holiday quarter ending Dec 2009, so this will be more than half the iPods sold in FY2010.)
iPod unit sales are down 6% but revenue is up 4% (compared to the same period a year earlier), so a greater proportion of iPod sales so far this financial year are the expensive models (Touch).
Generally looking good for steady or increasing sales of iPod Touch, but the iPad may shift the goalposts. We'll know more in a couple of weeks when Apple releases the results for the June quarter (first one in which iPads were sold).