It seems lie, they will say in Apple. We sold more iPhones and iPads than ever in a quarter, and not by those. What the people want? Certainly, the fourth quarter of 2013 has once again become an apparent success for the Cupertino company, which has garnered figures record in many sections.
And however, the shareholders of the company were not be convinced. The value in stock market fell no less than 7.9% – share stood at 507 dollars – before what some described as a few disappointing results. Do you know most investors who own Apple? Is this company losing its relevance?
The numbers do not always add up
Managers of the company presented a seemingly impeccable numbers where They highlighted the 51 million iPhones and iPads sold 26 million.
It seems that even those record numbers were sufficient for analysts, that it expected that Apple for example reach 55 million iPhones sold. Revenues ($57,600 million) grew from the same quarter of the previous year, while (13.100 million dollars) net profits were virtually copied from the fourth quarter of 2012.
These figures became clear Apple from its mobile business unit: 76% of revenues depends on the iPhone (56%) and iPad (20%), with an already almost anecdotal presence of iPod (additional 2%) that little by little they have gone – logically – disappearing from the users shopping cart.
IPhone 5 c, an experiment that has failed
Although Apple did not give specific figures on every model of iPhone sold units, made it clear that sales of the iPhone 5 c has not had behaved as they waited. In the words of Cook,
I think it is the 5S, the people are very intrigued with the Touch ID. It is a great feature that has excited people. I think that, associated with other things that are unique of the 5S, have done that the 5S has gotten more attention and greater sales.
It is not a surprise, of course: because since the launch of these two models was clear the queues that formed those first hours that the vast majority of users had the goal of getting an iPhone 5S. Reality certain all of them fell within the Group of early-adopters, but that during the following weeks.
Demand for the iPhone 5S soon proved to be at least double that of the iPhone 5 c, which meant that Apple had to change their plans in terms of manufacturing planning, and quickly ordered its partners in China to accelerate the production of iPhone 5S and braking the of an iPhone 5 c that did not seem to materialize at all.
China, the penultimate cartridge
The growth of Apple now large extent depends on of the international markets. Showed him the figures presented by the company, and many analysts expected especially in that section by the recent start-up to the sale of the iPhone in China Mobile, the giant carrier china with nearly 800 million customers.
And as expected, This dependence on international markets grew. Not in a remarkable way, of course (from 60% in the third quarter to 64% in the fourth quarter of 2013), but significant enough to demonstrate that the margin it now have outside the borders of the United States.
In fact, revenues in the Americas were reduced by 1%, while in Europe increased 5%. Japan, with an 11% growth, and China, with a 29% increase -that at a minimum will remain fairly likely next quarter – were the clear examples of markets where the iPhone had yet to enter so definitively.
To the the Apple own figures must be added to the interesting study published yesterday Kantar Worldpanel and where it seemed clear that interest in the Apple platform has been reduced.
Growth has slowed in hotspots such as Europe – while revenues have risen and they have done so to a lesser extent than other quarters-in that study both Android and an amazing Windows Phone still beating gradually some battles Apple week after week.
Curious are the statements of the Chief Financial Officer of Apple, Peter Oppenheimer, who, during the presentation of results, indicated that the company was “very pleased with the performance in emerging markets”, a segment that other firms are trying to win with much more coherent proposals with the economic resources of these regions and that Apple, interestingly, is attacking with an iPhone 5 c which – I repeat – is an undeniably expensive phone.
Expectations in 2014
Apple faces a 2014 that could definitely confirm this trend of a company, as its makers claim, He has never fought for a greater market share or even by the shareholders. Apple aims to the make good products, but that may now not be enough in a market in which increasingly more users seem to opt for other alternatives that – and here to taste the colors – satisfy your users.
In the coming months we will know if Apple – Cook denied it, but not we swallow it – finally succumb to the trend to manufacture devices with larger screen sizes – refers to diagonals of 4.5 and 5 inch-, but maybe not even that is enough.
Many continue to believe that Apple You should make a much more affordable model and to make certain concessions in materials and specifications, but does not seem that Apple is willing to enter into a price war in which other manufacturers are already involved with very competitive terminals and they certainly leave profit margins that do not seem interesting for Apple.
The risk, the saturation of a Smartphone market of high range that already is occurring in developed countries and that will also reach the rest of the world in a time that studies They estimated about three years. If Apple maintains its position and only focuses on terminals of those ranges, you may have a serious problem in the medium term. We’ll see how it reacts.