Black day for Apple: Because sluggish iPhone sales of the
Group's profit for the first time breaking a more than a decade. All hopes now
rest on the iPhone 7.
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Apple announced a decrease in its profits - for the first
time in 13 years.
Blame for the crash of revenue is the weak iPhone sales -
but not only.
The iPhone 7 will turn the tide, until then one: persevere.
On April 26, 2016 Apple has reported a quarterly profit of
10.5 billion US dollars and revenues of approximately $ 50.6 billion. Yet 26th
April will be remembered as one of the blackest days in the history of the
Group. For the first time in 13 years, revenues from Apple compared to last
year have shrunk, rising by 13 percent fat.
Apple had already indicated in January. Fault is mainly the
sluggish sales of the iPhone 6s, still Apple's biggest cash cow. 51.2 million
units Apple has sold 17 percent wenier than last year. Although the sales of
iPhones and iPads also were slightly higher than the (low) expectations. But
Apple has the Mac expectations far missed and sold only 4.03 instead of the
expected 4.6 million units.
The following graphic shows that Apple so although still
occupies billion (the blue bar). But that is so important for the stock market
sales growth (the gray line) is the first time for a long time slipped into the
negative range. And since Apple has missed with the figures for the first quarter
of 2016, the sales and earnings expectations, the stock slid after trading
hours from 8 percent.
Apple's innovation tired
During "normal" companies would be happy about the
numbers of Apple, are for the most valuable company in the world, different
standards. Apple fans and Apple investors were accustomed for years that the
revenue and further screwed further into the level. At the best of times (2011)
Apple was able to report revenue jumps of over 80 percent, and even in bad
times, the Group established by a few percents to.
Now Apple gets the acknowledgment for the innovation fatigue
of recent years: iPhone 6s? No great improvement for iPhone 6 MacBook? Still
class notebooks, but nothing special anymore.
According to Apple CEO Tim Cook are the weak iPhone sales
mainly because too few people switch from iPhone 6 to the 6s. Therefore, Apple
is expected by the end of no improvement, so the forecast revenue for the next
quarter is well below what analysts had hoped. As "growth pause"
designated Tim Cook the talking to investors.
All hope now rests on the iPhone 7. This should Apple be
another bold thrust the end of this year, as do new iPhones usually when
millions of people are eagerly awaiting before the Apple stores and virtually
in front of the online shops the sales start. However, the recent rumors on the
iPhone 7 would even suggest that it will bring only discreet hardware upgrades.
Therefore now suspect some analysts that the iPhone 7
falling revenues will not be able to stop. Only the iPhone 8, the current state
of knowledge, is again a big jump, and thus also a great selling point. But
that should come before the end of 2017 - so it could be a long, hard time for
Apple.
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