The last three years Apple's third-quarter hardware sales
Once again, Apple released a bad report card. Unlike before, this time in March, Apple released two new products: iPhone SE and 9.7 inch iPad Pro. Cook hope to use these two products in a growth stop and even reverse the rescue Apple performance.
Apple company's sales always been strongly influenced by seasonal fluctuations, because users of Apple's new love as soon as they launch. iPhone recent years has been released in late mid-September, so the fourth quarter of each year is the peak of iPhone sales.
But after the second in the spring, the user generally begin on the sidelines: at this time to spend money on its original iPhone, better to bite the bullet and wait until September to buy new products.
Perhaps in order to fill the trough year iPhone sales, Apple has chosen this spring released a mid-range phone iPhone SE. Heart & rdquo;; iPhone 5s and it has the look of the iPhone 6s & ldquo. While the small size of the iPad Pro also seized the opportunity.
IPhone price drop can save it?
From the point of view of revenue data, Cook This plan may have failed. Apple's revenue last quarter in Greater China decreased by 33%. Greater once Apple is very much an incremental market, revenue growth of 112 percent over the same period last year, while Apple's revenue in Greater China has become the largest decline this year's market.
The poor past performance and earnings in Apple in Europe, the decline was only 9%. In the same period last year, but the decline in the state of the Japanese market contrarian growth in the state, an increase of 23%.
From the above data, iPhone SE hopes to sell large developing countries such as China's plan may be dashed. Throughout the world, however, Cook with iPhone SE fill low sales season, the thinking is surprisingly successful in other areas.
Why not save the iPhone 6s iPhone sales do? Last quarter, Apple sold 40 million iPhone, revenues totaled $ 24.048 billion, with an average contribution of each of Apple's revenue of $ 595. Last year the figure was $ 686. A substantial decline in the price of the iPhone shows the ratio listed in the iPhone SE. The minimum price of $ 649 iPhone 6s, iPhone sales seen last year continue to be the flagship machine based, and lower prices this year, the previous generation iPhone SE should have a fairly large scale.
In addition, Apple iPhone SE had also underestimated the demand, two months after the listing of the phone is still in the state of fare purchased, this is only in the past flagship iPhone just listed some & ldquo; Treatment & rdquo ;.
iPad Pro: Price increase saved the iPad
Apple's second quarter release of version 9.7-inch iPad Pro. However, it still can not stop the downward trend in the tablet market.
Interestingly, however, it is that the total sales of the product compared to the iPad decline last year, but has achieved an increase in revenue. The only explanation is that the average unit price of iPad iPad Pro is pulled up. Calculated by sales of 10 million units, iPad the average price of the last quarter was $ 487.6, the average price last year was $ 416.
Although only increase by $ 70, but is this part prevents iPad sales continued to decline. You know, since 2014, has not been updated Apple products iPad Air, iPad mini is only slightly updated. Compared to cell phones, iPad a longer life cycle, coupled with the iPad hardware product update is not obvious, they would have lost the power of replacement.
iPad Pro launch successfully solved this problem? In fact, iPad sales nearly more than a year has been spent force in the tablet market saturation. Android manufacturers are thinking about quitting. Although the iPad Pro did not stop the decline in sales, but compared to the third quarter last year, the sales decline this quarter has been significantly reduced, reduced from last year's 18 percent decline to 9%. More remarkable is that, iPad revenue actually had a contrarian growth.
Original 12.9-inch iPad Pro launch is not optimistic about the industry, but sales in the fourth quarter of last year surpassed Microsoft Surface Pro 4. This year's 9.7-inch iPad Pro again & ldquo; harvesting & rdquo; a number of & ldquo; productivity & rdquo; required users.
Go high or low, that is the question
Cook now seems to have a choice difficulty: what is the iPhone SE go the cheap route, or take the iPad Pro's high-end line.
iPhone SE stop iPhone sales continue to play a significant role in the decline, but the side effects are very clear, that is a drag on Apple's profits. iPad Pro launch of Apple's profit and revenue improved, but limited contribution to sales, high price strategy is difficult to go far.
Then look further ahead some spring next year if Apple could launch a similar iPhone SE product, or even lower price, some will stimulate the iPhone sales, but then I am afraid that Apple's profits ugly. Apple's shareholders are willing to give up high profits it?
Today, Wall Street investors saw a decline in sales of the iPhone did not seem so serious, they are higher than expected, Apple's shares rose 7 percent after-hours. The answer should be obvious.