Due to unprofitable sales.

Myer will no longer sell “unprofitable” Apple products on its online store and in the 16 department stores that stocked Apple.

Recent Gartner data revealed that in Q4 2018 Apple suffered its worst quarterly sales decline (11.8%) since Q1 2016 due to slowing demand for high-end smartphones with price increases leading to deterred replacement decisions.

In a statement supplied to Appliance Retailer, a Myer spokesperson said, “Myer has made it clear that it will not chase unprofitable sales and has made this decision as we could not reach acceptable commercial terms that were in the best interests of the company and shareholders.

“This decision is also about ensuring space in our stores is utilised in the most productive and effective way for the company. We thank Apple for the positive partnership we have had over many years.”

This announcement follows recent job cuts to the company’s administrative and management teams.

When Myer released its 1HFY19 results earlier this month, CEO John King said, “There is a strong focus across the entire business on reducing costs that do not directly benefit the customer or enhance their experience in-store or online.”