Although Apple's latest earnings report 'Peace and prosperity' but only '

Yesterday, Apple released the 2018 first quarter earnings report, as the quarterly earnings began from October 1, the perfect coverage of the new iPhone a few months after the listing, so aspect is quite a lot.

Earnings report Apple first quarter of fiscal year 2018 net revenues of 88.293 billion US dollars, 78.351 billion US dollars over the same period last year increased 13%; net profit of 20.65 billion US dollars, 17.991 billion US dollars over the same period last year increased 12%.

It is worth noting that Apple sold 77.316 million iPhones in the first quarter, down 1% from 78.29 million iPhones sold in the same period last year, far below the average of 79 million previously estimated by Wall Street analysts.

In other products, Apple sold 13.17 million iPads in the first quarter of this year, up 1% from 13.0811 million units in the same period last year; a total of 5.112 million Macs were sold, down 5% from 5.374 million in the same period last year.

Product revenue, the first quarter of Apple's iPhone revenue from the iPhone was 61.576 billion US dollars, 54.378 billion US dollars over the same period last year increased by 13%; iPad revenue from 5.82 billion US dollars, 5.533 billion more than the same period last year US $ 6.95 billion; revenue from Mac was $ 6,895 million, down 5% from $ 7,244 million in the same period last year; revenue from services was $ 8,471 million, up 18% from $ 7,172 million in the same period last year; Revenue from other products was $ 5.489 billion, up 36% from $ 4,024 million in the same period last year.

By region, the first quarter of Apple revenues of 35.193 billion U.S. dollars in the Americas department, an increase of 10% over the 31.968 billion U.S. dollars in the same period of last year; the revenue of the European sector was 21.054 billion U.S. dollars, up 14% over the 18.521 billion U.S. dollars in the same period of last year; Revenue in Greater China was 17.956 billion U.S. dollars, up 11% from 16,233 million U.S. dollars in the same period of last year. Japan's revenue was 7.237 billion U.S. dollars, up 26% from U.S. $ 5,766 million in the same period of last year. Revenue in the rest of Asia Pacific was 6.853 billion U.S. dollars , Up 17% from 5.863 billion U.S. dollars in the same period of last year.

Although overall, Apple's earnings are booming, but a closer look reveals Apple has some deep-seated internal concerns.

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iPhone sales despite the high sales decline

Speaking of Apple's product line bear the brunt of the iPhone, the product line since 2007, a new pioneering has come a decade ago, this, Apple also released in the tenth anniversary of a product - -iPhone X.

Full screen, Face ID facial recognition, AR, wireless charging and other heavyweight features added can also see Apple's 'sincerity'. Tim Cook, Apple's chief executive, also said 'iPhone X will define the next decade! '

iPhone 6 just added a big screen, iPhone 7 plus a bright black can sell, iPhone X so many highlights, is not it can detonate the market?

Although the overall iPhone revenue is increased , But look down , iPhone X actually appeared negative growth, apparently suffered 'Waterloo'.

In 2018, Apple sold 77.316 million iPhones in the first quarter, down 1% from 78.29 million iPhones sold in the same period last year.

You may say, 'But it is down 1%, Apple's rich and powerful is not bad this 1%'.

As a comparison, let's take a look at iPhone sales in recent years, iPhone earnings show.

Apple Q1 iPhone sales in recent years, the comparison

Apple sold 51,020,000 iPhones in the first quarter of 2014; 2015The first quarter of the year Apple Sold a total of 7446.8 million iPhone; The first quarter of 2016, Apple sold 74.8 million Ministry of iPhone Apple's first quarter of 2017 were sold 78.29 million Ministry of iPhone The first quarter of 2018 Apple sold 77.316 million IPhone.

This is the first decline in Apple iPhone shipments in recent years.

In other words, if this year's iPhone X still maintain the price of the previous iPhone, Apple's iPhone revenue may fall!

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High-end market apple Still enjoys popular support

Although the iPhone sales less than expected, but from The iPhone X and iPhone 8/8 Plus sales ratio can be seen that the high-end market is still Apple's main battlefield.

As mentioned earlier, iPhone X this product is not only It's great in features and design, and it's good enough for the price - for nearly $ 10,000.

At the beginning of the iPhone X market analysts have predicted that the phone will eventually crash because of too much price fixing.

According to recent research firm Counterpoint data released in Q4 2017, the United States iPhone X and iPhone 8/8 Plus sales ratio of 2: 1.

Combined with Apple's earnings report, iPhone X and iPhone 8/8 Plus sales than Very thought-provoking -iPhone 8 and iPhone 8 Plus a big one small, two moderate prices did not win the expensive, cost-effective iPhone X, Apple had admire Apple's high-end market enjoys popular support.

This points Analyst Neil Shah said although it is global in its entirety iPhone X due to high pricing makes the overall sales performance is lower than expected, but in the United States and other developed countries, consumers are still willing to pay higher prices for Apple to buy its high-end products.

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The above is about Apple iPhoneX product evaluation reports, the Apple iPhoneX appearance, screen, camera, battery life, performance and other follow-up content, please continue to focus on Zhongguancun Online Apple iPhoneX evaluation reports.

Being too dependent on the iPhone is an apple pain

Although Apple's performance is attractive enough, each product line performed well, but if you carefully analyze the market share of each product line, you will find Apple's main bone seem Only iPhone.

In fact, this is a commonplace question, from 2010 onwards, the proportion of the total revenue of Apple, iPhone has never dropped below 40%.

And this issue, to today's iPhone negative growth is particularly sharp.

Although Apple also launched it for 'getting rid of' iPhone iPad, Apple Watch, HomePod and other smart hardware, but from these several products market performance, apple The road to getting rid of iPhone is a long way to go.

At the beginning of its birth, iPad was hailed as the weapon to replace the notebook, but with the expansion of the mobile phone screen in recent years, the thin and light of the notebook, iPad positioning more and more awkward, and now basically reduced to 'toys'.

Although from the market point of view Apple Watch performed well and has seen sales and profits increase 50% for the fourth quarter in a row. Apple Watch in the final analysis is still a serious dependence on the iPhone's product, iPhone's upper limit decision Apple Watch ceiling.

and HomePod since the release of last year's experience bouncing, but also allow people to faintly worried about 'no polished product release, this is the pursuit of perfectionism apple it?' In addition, HomePod as a positioning of the living room of the intelligent hardware, not enough to shoulder the burden of the next generation of intelligent platform.

From this point of view, Apple has now reached a 'crossroads of life'.

The phone is far from the end, the future may be a revolutionary product, like the year iPhone will be shot on the beach, Nokia will also be iPhone shot on the beach.

What is this revolutionary product? AR / VR? AI? unmanned?

No one knows, but only businesses that are actively at the forefront of the times are most likely to approach the next generation Revolutionary product.

Fortunately, Apple did not want to stand still for the same year Nokia, according to rumors that Apple is now actively exploring AR / VR, driverless and other fields.

So, Apple's 'Tomorrow' still have to look forward to.

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The above is about Apple iPhoneX product evaluation reports, the Apple iPhoneX appearance, screen, camera, battery life, performance and other follow-up content, please continue to focus on Zhongguancun Online Apple iPhoneX evaluation report.