Apple sales dive in January

Apple's sales suffered in January

The latest market data from analysts NPD Group has revealed that January was a very bad month for Apple.

Sales of Apple’s computer line fell six per cent in the first month of the year, with sales of the iPod down 14 per cent compared with this time last year.

NPD reported that iMac sales were suffering in particular, far more so than PC unit sales. This was down primarily to price but also to a lack of new models. The Mac Mini, for example, has not had a revision in more than 18 months.

Apple has made some attempt to address the lower-cost end of the market, with a $999 (£694) MacBook, but this is not enough according to the analysts.

Apple has also stayed out of the fast-growing netbook market, about the only hardware sector where sales are strong. In October Steve Jobs ruled out a move into the sector.

"We don't know how to make a $500 computer that's not a piece of junk, and our DNA will not let us ship that," Jobs said at the time.

Overall Apple had good results last year and its share of the operating system market has been increasing. However, as belts tighten worldwide the company may have to rethink its strategy on hardware pricing.