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This is not the case today for the supposed disappointing performance of the new iPhones on the market. Well, now this is no longer "supposed": not less than Tim Cook in person told Apple investors that "the decline in iPhone sales" had had an impact on the finances of the company – and that they should therefore continue at least in the coming months.
This statement was published in a recently published letter to investors on the company's website, in which Cook reviews the forecasts made at the last financial results conference. Remarkably, Apple has significantly reduced its revenue forecast for the first quarter of 2019 – by November, the company had forecast revenues of between $ 89 and $ 93 billion for the period;
Other key figures remain stable: the company still expects a gross margin of about 38%, operating expenses of about $ 8.7 billion and a rate of about 16.5% . The revenue-to-expenditure ratio also increased significantly between November and the current forecast, rising from $ 300 million to about $ 550 million.
Cook recalls that these figures are only forecasts and that the final results will only be published at the end. of the month – more specifically, the on January 29 on a Tuesday at 8:00 (Brasilia summer time)), but the company saw fit to disclose this information preliminary to investors.
The CEO reports a number of factors explaining the decline in revenues, especially on the iPhone. Among them, Cook is talking about the launch strategy other than 2018 (when the more expensive iPhones were launched, making the model more accessible – the XR – last), the strengthening of the dollar that drove up prices of smartphones in the markets Foreign, and Unexpected challenges in emerging markets such as China, the country that has contributed the most to the decline in revenue generated by the iPhone.
"These factors, among others, have resulted in a less significant upgrade of the iPhone than anticipated," wrote the CEO. 19659002] Some points in Cook's letter deserve to be underlined: among the reasons that may justify a drop in demand for iPhones, the executive cited the program to exchange low-cost batteries – according to him, consumers have "taken advantage" of the switching initiative only the batteries of your devices and not the devices as a whole. The statement, of course, was not understood.
I'm not sure Cook should have said that as a reason to slow iPhone sales. Of course, this sounds like the old method of managing battery degradation that was meant to entice people to buy new phones. January 19, 2019
I do not know if Cook should have said that as a reason to sell iPhones below. than expected. It seems that the old method of managing the degradation of the battery incited people to buy new gadgets.
Despite the drop in revenue forecasts, Cook pointed to several recent positive results from Apple. He cited Apple's active device base, which broke a new record with over 100 million activations in the past 12 months; The business figure "which does not take into account the iPhone" with a year-to-year growth of 19% and the popularity of mobile devices and service segment have also been listed
Yikes! In November, Apple estimated that the holiday season would be its best quarter ever. In the cold light of 2019, it turns out that the turnover will fall by $ 4 billion over the previous year, mainly because of iPhone sales. //t.co/aNOqIT5rip
– Jason Snell (@jsnell) January 2, 2019
To be clear, it will always be the second highest quarter of the apple of all time.
All this is remarkable because it is the iPhone and apparently because even Apple was caught off guard.
That said, the iPhone is an excellent generator of income and profits, and it will continue for many years. remains the driving force of earnings and growth for Apple, responsible for nearly two-thirds of the company's financial operations. Therefore, when the iPhone falls, the company as a whole falls. And how it fell: a few minutes after the publication of the letter, the $ AAPL dropped by about 7%; At the time, at the close of the trading sessions of the NASDAQ today, each share was worth $ 146.50.
Cook has already spoken a little to CNBC :
EXCLUDED: After reducing expectations in the first quarter, Apple's CEO, Tim Cook, told CNBC that the lack to be won was mainly in Greater China and trade tensions exerted pressure on the Chinese economy. Pic.twitter.com/Lm7Wyp1VOX
– CNBC Now is the time to speculate on Cook's and society's reaction to the storm. Today's chart basically confirms that the strategy of lowering the price of iPhones in height is not working and it will be interesting to see what will be the next Cupertino decisions to reverse this scenario. (F, b, e, v, n, t, s) {if (f.fbq) returns; n = f.fbq = function () {n.callMethod?
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