Apple will no longer report iPhone sales. Here’s why.

Apple is becoming less transparent.

Apple announced on Thursday during its most recent earnings call that it will no longer report sales numbers for the iPhone, iPad, Mac, or any of its hardware products during its quarterly reports.

The Cupertino-based tech giant once touted its sales figures for its array of tremendously popular, as well as extremely profitable, products — especially the iPhone. However, starting with the next quarter (Q1 2019), Apple will no longer share how many units are sold. 

The reason: Apple is looking to take more control of its own narrative.

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