Apple calmed doomsayers - IDG.se

Basically all major U.S. business magazines have had doomsday headlines last week. It has been about Apple’s identity crisis, the reasons why Apple lost the bite, the stock market crash of 40 percent since its peak in September last year and agile competitors such as Samsung, which not only chews market but also put pressure on prices and thus on Apple’s famous margins .

class=”paragraphIntro”> It was like in the air that the report would contain an unexpectedly heavy and deep race.

So it became not now. The report came in better than expected – and a sigh of relief pulling over Wall Street. Although the company lost profits for the first time in a decade: $ 9.5 billion it landed on. Clearly worse than the same period last year, when profits were 11.6 billion – but better than expected.

And sales increased, and was even better than what Wall Street analysts have painted. Sales stood at $ 43.6 billion, compared with $ 39.2 billion. Expectations were for 42.33 billion dollars.

profit margin is always important for Apple. As long as this is high, so play reports of lost market share not matter – because Apple still can show that their sales are in the “right” and profitable segments. The question before the report was how the products in the lower end of that iPad Mini and the fierce competition fro m Samsung influenced Apple? And there are reasons for continued concern. The profit margin landed at 37.5 percent, which is low for högmarginalföretaget Apple – this quarter last year the company had a profit margin of stunning 47 percent. Margin were within the range Apple previously announced and despite the drop, it is still sky high over other IT giants like HP and Dell.

Sales of iPhones certainly increased : sales totaled 37.4 million units, compared with 35.1 million the second quarter last year. But this also means that growth has slowed – last year, the increase was 88 percent.

Mac sales were still in at just over four million units during the period.

Ipad sales increased strongly and landed at 19.5 million units, compared with 11.8 million units in the corresponding period last year.

Apple had no big launches during the quarter, but CEO Tim Cook said in a statement in conjunction with the interim report that new products are in the pipeline:

– Our team is working hard to produce great hardware, software and services, and we have great expectations when it comes to the products we have in the pipeline.