According to CNET reported, on Tuesday, Apple's second quarter earnings will prise, maybe cook in the earnings will whisper to investors said: "sorry, we are in the quarter did not sell enough of the iPhone." May decline in sales of other brands are commonplace, but for apple, but this 2007 change all iPhone since the birth of the first encounter.
For investors, hear the cook this sentence they will not be too surprised, because this year in January, Apple had forecast, they think in the second quarter, the iPhone will encounter unit sales and revenue in Shuangjiang, I'm afraid investors early on in the hearts of the preview had countless times the, the earnings is only let the preview come true.
Sales myth shattered
Analysts believe that this season iPhone sales will be 20% year-on-year decline, Morgan Stanley forecast data to show, this season iPhone sales about 51 million units, than the same period last year 61.2 million units less full of 1000 million units.
The outside world is most concerned about is that the second quarter will be a difficult year with broken halberds defeat Apple starting point? Which is the most valuable company in the market? Focus on Apple's analysts believe that apple did not have a good day this year, because last year's 6S iPhone series is really competitive.
"Due to the 6S iPhone series mediocre, coupled with weak global smartphone sales, we believe that iPhone sales in fiscal year 2016 will not have a big improvement." Canadian investment banking group analyst Michael said.
Cell phone burnout
Make this bold prediction can be more than Michael, a person, most analysts are not optimistic about Apple, they generally believe that this year's decline in iPhone sales will allow Apple's revenue fell at least 3 percentage points. The reason is very simple: iPhone is Apple's revenue pillar, the company's 2/3 financial resources are derived from this magical phone. The myth of the second quarter of the collapse may cause the chain effect, destroy apple a year. Analysts expect Apple's revenue will fall by about second in the 10% quarter, the third quarter will fall by 4%.
In fact, from a macro point of view, the entire science and technology sector is taking medicine. As the world's largest chip supplier, due to the PC sales plummeted, Intel decided to cut 11% of the staff. And veteran manufacturers IBM performance is also very poor, they experienced the worst in fourteen years a quarter. Netflix also slowed down the pace of growth, they are some of the user growth in the lack of stamina. Even giants such as Google, the sales and profits of this season is not satisfactory.
Perhaps the biggest problem for apple is that people are no longer addicted to mobile phones. Although many users are still walking in the trend of cutting-edge, but they have not previously been in the apple store in the front lines in the dragon to buy the new iPhone. The 6S iPhone and Plus 6S squeeze toothpaste upgrade allows users to be more interested in apple.
In addition, the global economic downturn will also allow consumers to cover their purse, the hands of the equipment are "sewing for another three years".
Business highlights not much
In addition to iPhone and other Apple products are also mediocre, apple watch while in the field of intelligent wear occupy half of the country, but from the force of the products see it really cannot be considered a success. In addition, Apple's iPad business is facing shrinking, in the past two years, despite the frequent new, but still unable to restore the fate of iPad sales fell.
In order to win back consumers, last month, Apple released a 4 inch iPhone Se and the smaller iPad pro, apple even the iPhone has been the lofty price pull down, let iPhone se looks full of price.
However, even sell iPhone se, it is not decided key to the future of the apple, and due to lower profits, iPhone Se status never related to the flagship compared. For Apple's 2016, analysts have no hope, they began to focus on 2017, perhaps iPhone 7 can once again arouse people's enthusiasm for iPhone bar.
UBS analyst Stephen believes that iPhone sales in 2017 will be the rise of 5%-10%. "Although iPhone 7 will not have a major breakthrough in functionality, but it will be 200 million small screen iPhone users have a greater attraction," Stephen said. "The myth of iPhone is not over."
But even if the capabilities of iPhone 7 tide, that is the next thing, now apple to face the situation can be more difficult.