It ‘s official: Apple reported its first quarterly decline in sales of the iPhone since the product launch in 2007 , with shipments in the first quarter of 2016 (second fiscal quarter for Apple), down 16 percent to 51.2 million units. A figure that is lower than the 61.1 million phones that the company sold in the same period last year, although in line with the 51 million units that analysts were expecting it sold in the three months ending in March.
in the relationship when Apple announced its official financial results for the second quarter of fiscal 2016, ended March 26, 2016, it states that the Cupertino company recorded in the months between January and March 2016 a revenue of 50.6 billion dollars and net quarterly profit of $ 10.5 billion , or $ 1.90 per diluted share.
It is a significant drop compared to the same period last year, when the company had revenues of $ 58 billion and net quarterly profit of $ 13.6 billion, equal to $ 2.33 per diluted share.
in Q1 2016, Apple reported a gross margin of 39.4 percent, compared to 40.8 percent recorded in the same quarter a year before.
Apple’s international sales accounted for 67 percent the quarter’s revenue.
Tim Cook, Apple CEO, seeks to deny evidete drop in earnings Societo explaining that “our team has worked extremely well in the face of macroeconomic turbulence. We are very pleased with the continued strong growth in revenues from services, thanks to Apple’s incredible ecosystem strength and to our base, an increase of over one billion active devices. “
With regard to the second quarter of the year, the fiscal third of the 2016 companies, Apple expects revenue of between $ 41 billion and $ 43 billion, a gross margin between 37.5 percent and 38 percent, operating expenses between $ 6 billion and $ 6.1 billion, other income / (expense) of $ 300 million.
beyond what Cook wants us to believe, this 2016 will be a very difficult year for the Cupertino company.
for Apple 2016 will be a year to forget according to forecasts of analysts of Piper Jaffrey who predicted a decline in iPhone shipments in the first quarter of 2016, while Morgan Stanley is expected that iPhone sales will drop during the entire financial year of Apple in 2016 by as much as 5.7 percent . Also Tim Cook had reached the same conclusion: “We think that the units sold by the iPhone will drop in [first] quarter,” said the CEO of the company. Meanwhile, KGI analyst Ming-Chi Kuo, a reliable source of information and forecasts about the world of Apple products and services, expected that iPhone shipments will continue to decline in 2016.
Kuo Ming-Chi – an analyst at KGI – believes that the iPhone’s total shipments for the current year will probably fall below 200 million units. The analyst also predicts that Apple will not be able to return soon to his time when recorded sales of phone records, and in particular iPhone 7 and iPhone 7 Plus expected next September will fail to beat the current record of sales established by predecessors models.
the decline in sales for the iPhone 6s and iPhone 6S Plus, according to the analyst, is due to the fact that in emerging markets consumers are not willing (and can not afford) to change iPhone every year, while in developed markets simply there is a low demand.
According to reports, the next iPhone 7 will introduce new features such as a configuration dual-chamber, more thin and light design, no headphone jack, wireless connectivity Lifi and more. Despite these innovations, the analyst KGI Apple will fail the same to recover the lost sales in recent months.
In addition, KGI is skeptical that iPhone SE will be a success.
the investment firm Piper Jaffrey has recently revised its estimates for Apple’s iPhone shipments for 2016. It ‘a change in default, down 12%, with the forecast for the first quarter ended in March 2016 55 million units sold – the previous estimate was 62.5 million units sold. The official number, as announced in April by Apple in its earnings report, is 51.2 million units, thus marking the first decline in iPhone shipments – on an annual basis – the launch of the original iPhone in 2007.
the fall of the estimate of analysts following the rumors in recent weeks that the Cupertino company has reduced orders for new iPhone to multiple suppliers.
the iPhone has been a product on which Apple has made the biggest gains in recent months, with sales of Melafonino that have grown every year since the launch of the first model. Things are changing, from 2016, at least according to the chief financial analyst at Morgan Stanley Katy Huberty, who predicted that iPhone sales will drop during ‘financial year 2016 Apple as much as 5.7 percent.
Entering the concrete numbers for Morgan Stanley iPhone sales for the 2016 financial year will drop to 218 million units, down from 231 million units sold in the year 2015.
Why falling sales of the iPhone in 2016? According to a note of Huberty, the decline is caused by an increase in prices in the international markets (such as China), and the penetration rate in developed markets which affect the growth of users.
Despite the decline in sales of the iPhone, Huberty predicts that Apple’s revenue will increase, a growth of about 2 percent, thanks to growth in sales of set-top box Apple TV and the Apple Watch smartwatch.
it ‘a pretty important prediction, why would mark a turning point for the Cupertino company, which is heavily dependent on the iPhone, since about two-thirds of its profits that are generated from the sale Melafonino.
in addition to Morgan Stanley and KGI , also JPMorgan does not provide good things for Apple, since it expects a decline anticipated the iPhone 6S question. Usually the demand of the current model generation of iPhone falls into the summer when is keenly awaiting the release of new iPhone, while this year the decline iPhone 6s has already started beginning of 2016.
After the words of analysts, at the event to present the financial results for the latest fiscal quarter, the Apple CEO talking about the future sales of various models of the iPhone, confirmed rumors about a possible decline in the first quarter of 2016.
Apple, you know, is a very strong brand around the world, and in recent years we have become accustomed to the idea that each new iPhone is able to beat its predecessor in terms of sales and popularity. Every year that passes, more and more iPhones are sold in every store of the globe, but it looks like we got to the saturation of high-end market. Consumers, in fact, began to prefer the cheaper competitive proposals, or is content of the model of iPhone you have. It is not a positive consideration for Apple, but not for this must be disturbing. With the confirmation of sales in the first quarter of 2016 came the confirmation that Apple has recorded his first actual decline in smartphone sales since the iPhone was launched in 2007. Each electronic object suffers drop in sales, and is amazing how the iPhone has managed to register record after record in all these years. It is the beginning of the end? Not really: Tim Cook is confident about the future, so that we expect further increases in sales during the second quarter of 2016.
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