Despite warning that severe hardware shortages will prevent the manufacturing of Mac computers for several months, Apple executives told investors to expect up to a 17% increase in third-quarter revenue. The optimistic forecast relies on a proven consumer willingness to purchase the abstract idea of a high-end laptop.
Apple CEO Tim Cook confirmed on the company's earnings call that rising memory-chip costs and persistent supply chain bottlenecks will leave the company largely incapable of shipping physical Mac computers through the third quarter. However, Cook reassured shareholders that the total lack of available goods has historically had no impact on the tech giant’s ability to generate immense wealth.
We are seeing unprecedented profit margins on products that exist solely as a pending charge on a customer's credit card statement.
The company noted that consumers eagerly awaiting the new Mac lineup have already begun paying monthly AppleCare premiums to insure the empty spaces on their desks. Should the global semiconductor crisis worsen, Apple plans to introduce a premium tier of hardware absence, allowing customers to not receive their laptops in three exclusive aluminum finishes.