Tencent Technology News, recently, Wall Street and supply chain news show that Apple 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 1, Apple announced its first quarter earnings (natural quarter, non-Apple quarter, the same below). Financial report data show that Apple's mobile phone did not appear a panic plunge, the normal performance of the data, sales from the fourth quarter fell into growth. However, it is still unknown whether the next quarter will continue to grow.
Tencent Technology sees in Apple’s financial report that in the first quarter, Apple sold a total of 52.22 million smartphones, and achieved a total revenue of 38 billion US dollars, a slight increase of 3% year-on-year in terms of sales, but the sales revenue increased by a large margin of 14%. .
Apple's dependence on smart phone business is still increasing. Tencent Technology found that in the first quarter, smartphone revenues accounted for 62% of Apple’s total revenue. It was the No. 1 business that was far ahead of other products, and Apple became a veritable “Apple Mobile Phone Company.”
Compared with the fourth quarter of last year, the performance of Apple’s mobile phone business improved in the first quarter. The fourth quarter of last year was the peak season for Christmas consumption. 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 iPhone X mobile phone upgrade has not been able to play the role of a 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, Apple's iPhone X mobile phone has fallen into a downturn in the market. The over-priced price of US$1,000, as well as frigid screens, face recognition, and other unsatisfactory user experience have affected consumers. Purchase desire.
For the performance of iPhone X in the first quarter, Apple CEO Cook made a similar assessment 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, Counterpoint announced that it had released the best-selling product list for the global mobile phone market in the second quarter, with iPhone X sales ranked first, surpassing Apple’s many mobile phones including old products.
It should be pointed out that, like Apple's personal computer and tablet business, Apple's smart phone is already a product that is in decline. According to data from authoritative market organizations, in 2015, the iPhone relied on large-screen improvements to create peak sales, and then continued to decline slightly in the following two years. 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 the fluctuations. The sales volume in the first quarter also returned to the growth track again from the decline.
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 51.90 million mobile phones in the first quarter. Analysts surveyed by Barron, however, believe that 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.
The average iPhone price for the first quarter was $728, but analysts surveyed by Reuters averaged an average of $742. In the same period of last year, the average selling price of Apple's mobile phones was 655 US dollars.
Luca Maestri, chief financial officer of Apple, told Reuters that the reason why the average selling price of mobile phones in the first quarter was different from the expected one was mainly due to the cleaning of 1.8 million mobile phone inventory, most of which were iPhone X and iPhone 8 mobile phones. model. Ma Siqun's statement also seems to confirm the recent report from the company's website that the iPhone X produced too much in the fourth quarter of last year, and there was a backlog and inventory in the first quarter.
According to foreign media reports, comprehensive Wall Street analysts predict that analysts expect Apple's mobile phone sales to grow 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 indicate 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 in the second quarter.
The first half of the year is the off-season of Apple's mobile phone sales, and more consumers will be holding their coins for purchase, waiting for Apple to launch new products at the September launch. Those who wish to upgrade their mobile phones are often spending their Christmas shopping season.
The industry generally believes that this fall, Apple will launch three new mobile phones, two using OLED screens, and the other using an LCD screen, the LCD version of mobile phones may return to the traditional 650 US pricing, and may even drop to a lower 550 US dollars.
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. This proves that Apple needs to adjust the price of its products in 2018 to introduce prices closer to the ground. product.