Apple to stop sharing details on how many devices it's selling

Apple Inc. will stop sharing the numbers of unit sales for its Mac, iPhone, and iPad— its three most recognizable brands, Apple CFO Luca Maestri said in a conference call with investors on Thursday.

“Our product ranges for all the major product categories have become wider over time and therefore a unit of sale is less relevant for us at this point compared to the past because we’ve got these much wider sales prices dispersion,” Maestri said in the call, according to several news reports. “So unit of sale per se becomes less relevant.”

Investors should focus on revenue and profit margins, he added.

Maestri said in the call that some of Apple’s biggest competitors (Google, Samsung) do not reveal unit sales in their quarterly earnings reports either.

The technology giant's quarterly revenue for the last three months was $62.9 billion, up 20 percent year-on-year, with a profit of $14.1 billion.

Despite beating estimates for revenue and earnings, Apple missed estimates for iPhone sales, reporting 46.89 million compared to predictions of 47.5 million, according to FactSet and StreetAccount, CNBC reported.

The stock on Thursday fell 7.7 percent to $205.16, just below August’s $207.5 / share price— at which Apple became the first trillion-dollar company in the United States. It was able to recover shortly after, rising above the trillion-dollar mark once again.