Amaya Toman Apple took a rather unusual step today. IN letters, which Tim Cook addresses to investors, published an assessment of his expectations for the first fiscal quarter of this year. And it should be noted that the outlook is not as optimistic as it was three months ago.
The published numbers differ from the values that Apple stated in this regard in the context of last year's announcement of its financial results for Q4 2018. The expected revenue is $84 billion, according to Apple, with a gross margin of approximately 38%. Apple estimates operating costs at $8,7 billion, other revenues at roughly $550 million.
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In announcing financial results last November, Apple estimated its revenue for the next period at $89 billion-$93 billion, with a gross margin of 38%-38,5%. A year ago, specifically in Q1 2017, Apple recorded revenues of $88,3 billion. A total of 77,3 million iPhones, 13,2 million iPads and 5,1 million Macs were sold. This year, however, Apple will no longer publish specific numbers of iPhones sold.
In his letter, Cook justifies the decline in the mentioned numbers by several factors. He named, for example, the mass use of a discounted battery replacement program for some iPhones, the different timing of the release of new smartphone models or the economic weakening - all of which, according to Cook, led to the fact that not as many users switched to the new iPhone as Apple had originally anticipated. A significant drop in sales also occurred on the Chinese market - according to Cook, the growing tension between China and the United States is also to blame for this phenomenon.
Optimism does not leave Cook
In the December quarter, however, Cook also found certain positives, such as satisfactory income from services and wearable electronics – the latter item saw an almost fifty percent year-on-year increase. The executive director of Apple further stated that he has positive expectations for the coming period not only from the American market, but also from the Canadian, German, Italian, Spanish, Dutch and Korean markets. He added that Apple is innovating "like no other company in the world" and that it has no intention of "letting its foot off the gas."
At the same time, however, Cook admits that it is not in Apple's power to influence macroeconomic conditions, but he emphasized that the company wants to continue to work diligently to improve its performance - as one of the steps he mentioned the process of replacing the older iPhone with a new one, from which, according to him, both the customer should benefit , as well as the environment.
Apple at the same time officially he announced, that it plans to announce its financial results on January 29 this year. In less than four weeks, we will know specific numbers and also how much Apple's sales have fallen.
It's only good, maybe they will discuss this year's offer. I would quite like to change the seven..
Good for them. I wish them that. There must come a time when people say "Enough!!!" Lately, the prices have been seriously overshooting. If people were not ingrained with the characteristic of self-aggrandizement (although in reality there is nothing to do with it), their sales would be much lower.