This metric was historically misused (voluntarily?) by external analysts. Apple was one of the few company releasing actual sales (they have a no stock model)

This metric was historically misused (voluntarily?) by external analysts. Apple was one of the few company releasing actual sales (they have a no stock model) while other relased shipments (unit are shipped but could be returned if not ultimately sold). Since they stopped releasing this metric butchered analyses about market share comparing shipments vs sales almost totally stopped. It sad because units sold was a nice metric, but it was a smart move to fight bullshit.