Recently, Wall Street and supply chain news show that Apple's iPhone X mobile phone sales are sluggish and the backlog is serious. Apple even reduced its iPhone X production plan in the second quarter to 8 million.
However, on May 1st, Apple announced its first quarter earnings report (natural quarter, non-Apple quarter, the same below). Financial report data showed that Apple's mobile phone did not appear panic-stricken sharply, all data performance was normal, sales from The decline in the fourth quarter turned into growth. However, whether the future quarter can continue to grow is still unknown.
In Apple's financial report, it can be seen that in the first quarter, Apple sold a total of 52.22 million smart phones, and achieved a total revenue of 38 billion US dollars, a slight increase of 3% in sales, but a large increase in sales revenue, 14%.
Apple’s dependence on the smart phone business is still increasing. Tencent Technology found that in the first quarter, smartphone revenue accounted for 62% of Apple’s total revenue. It was the No. 1 business that was far ahead of other products. Apple became a company. A veritable 'Apple Phone Company'.
Compared with the fourth quarter of last year, the performance of Apple’s mobile phone business improved in the first quarter. In the fourth quarter of last year, it was the Christmas shopping season. Apple sold a total of three new mobile phones, but its sales volume shrank by 1% year-on-year, which surprised the outside world. Such a contraction also proves that Apple's major upgrade of the iPhone X mobile phone has not been able to play the role of mobile phone business 'savior'.
By convention, Apple has not broken down the sales of mobile phones to different products. According to recent supply chain news and reports from Wall Street financial institutions, the Apple iPhone X mobile phone has fallen into a downturn in the market, with an over-priced price of $1,000, and a fringe screen. Face recognition and other less-than-ideal experience of use affect consumer's desire to purchase.
For the performance of the iPhone X in the first quarter, Apple CEO Cook made a similar evaluation last quarter, that is, in each week, iPhone X is still the most popular version of Apple's mobile phone products.
Cook's statement was confirmed by a market research company. Recently, the market organization Counterpoint announced the top-selling product rankings of the global mobile phone market in the second quarter, of which iPhone X sales ranked first, surpassing that of Apple including old products. Within a variety of mobile phones.
It should be pointed out that, like Apple’s personal computer and tablet business, Apple’s smartphone is already a product that is in decline. According to data from authoritative market organizations, in 2015, iPhone relied on big screen improvements to create peak sales. In the past two years, it has dropped slightly. Recently, analysts also said that Apple's mobile phone will be difficult to create the past peak sales in the future.
In the past several quarters, Apple's mobile phone has been showing a slight increase, a slight decline in fluctuations. And sales in the first quarter also once again from the slide back to the growth track.
Apple’s mobile phone sales in the first quarter were in line with Wall Street analyst expectations. According to the US Technology News website CNET, several analysts surveyed by Bloomberg predicted that Apple could sell 51.9 million mobile phones in the first quarter. Analysts surveyed by Barron’s Apple can sell 53 million smart phones.
The sales performance of Apple’s mobile phone was better than the sales performance, mainly because the iPhone X was priced at US$1,000, which increased the average selling price of Apple’s mobile phones.
In the first quarter, the average iPhone price of the Apple iPhone was 728 US dollars. However, analysts surveyed by Reuters averaged an average price of 742 US dollars. In the same period of last year, the average selling price of iPhone was 655 US dollars.
Luca Maestri, chief financial officer of Apple, told Reuters that the reason why the average price of mobile phones in the first quarter was expected to deviate from their expectations was mainly due to the cleaning of 1.8 million cell phones, most of which were iPhone X and iPhone 8 phones. Models. Ma Siqun's statement, it seems to confirm the recent report on the company's website, that is, iPhone X produced too much in the fourth quarter of last year, a backlog and inventory in the first quarter.
According to foreign media reports, analysts from comprehensive Wall Street analysts predict that analysts expect Apple's mobile phone sales to increase slightly in the first quarter, but sales will show a year-on-year decline in the second quarter.
In addition, various news of the iPhone X's reduction in production also seems to imply that Apple's current second-quarter outlook is not optimistic.
However, Apple predicted on May 1 that revenue in the second quarter was between US$51.5 billion and US$53.5 billion, which exceeded analysts’ expectations. According to Yahoo Finance, Wall Street analysts have forecasted revenue of around US$52 billion for the second quarter.
The first half of the year is the off-season of Apple's mobile phone sales. More consumers will pay for their purchases, waiting for Apple to launch new products at the conference in September. Those who want to upgrade their mobile phones are often spending during the Christmas shopping season.
The industry generally believes that this fall, Apple will launch three new mobile phones, two with OLED screens, and the other with an LCD screen. The LCD version of the mobile phone may return to the traditional $650 price, and may even drop to a lower price of $550.
According to reports, Apple internally realized that it is not wise to sell a mobile phone priced at US$1,000 globally. The sales volume of iPhone X did not meet expectations. It was proved that Apple needs to adjust the price of its products in 2018, and the prices are closer to the ground. product.