In early May, Apple announced its fiscal second-quarter earnings report for the fiscal year ending March 25. According to the report, the company's revenue for the quarter was 52.896 billion US dollars, compared with 50.557 billion US dollars in the same period last year, an increase of 5% year-on-year; according to US GAAP, net profit was 11.029 billion US dollars, compared with a net profit of 10.516 billion US dollars in the same period last year. , a year-on-year increase of 5%; dilute earnings per share was $ 2.10, compared with a profit of $ 1.90 per share for the same period last year, an increase of 10%.
Although the results seem to be pretty good, it is not difficult to find that the iPhone is still in a weak state. iPhone sales were 50.76 million units, compared with 78.29 million units in the previous quarter, compared with 51.19 million units in the same period last year, down 35% from the previous month and down 1% year-on-year, far from the average of 52 million units expected by Wall Street analysts. In response to market research, the desire to buy for the iPhone has dropped to a historical low, the company CEO TImCook said that mobile phone sales are only temporarily down, and the possible "heavy iPhone8" market rumors have affected the company's mobile phone sales, reports on future products. May cause consumers to postpone the purchase of the iPhone.
Although from a global perspective, the Apple iPhone has not dropped significantly, with a decrease of 430,000 units, which is negligible, but the Chinese market is deteriorating. Domestic mobile phones continue to launch flagship mobile phones that integrate many new functions into one, suppressing each other and gaining market share, and they also have a lot of foreign brands compared to Samsung and Apple. So whether Samsung or Apple, the competitive pressure in the Chinese mobile phone market is still quite huge.
However, Apple's biggest problem today is still not to find new hardware products to replace the "old three" (iPhone, iPad and Mac), which is expected to be full of AppleWatch is not far from the mass consumer electronics, although AppleWatch occupies intelligence The watch has about half of the share, but the overall size is not large, it is still a niche market. There is still no progress in expanding products other than the "old three", and so far there has been no surprise.
Another obvious factor is the lack of innovation in Apple's iPhone products in recent years, which has led to a weakening of market competitiveness. From the iPhone6 ​​series to the iPhone7 series, these three generations of iPhone products have not changed much in terms of overall shape, and more are inherent performance enhancements and hardware enhancements. Apple under the leadership of Cook has broken the rules of the evolution of the iPhone's appearance, which has also disappointed many consumers who pay attention to the appearance. Therefore, the iPhone 7 can only be distinguished from the previous iPhone products by continuously adding new color schemes, but it will also easily over-consume users' enthusiasm for Apple.
This year will usher in the 10th anniversary of the birth of the iPhone brand. It is widely expected that the company may release the next generation of heavyweight mobile phones to commemorate this moment. This may open a new round of mobile phone replacement cycle, the so-called "iPhone Super Cycle." At the same time, the patent war between Apple and Qualcomm has been in a stalemate, and there are indications that Cook is doing everything he can to squeeze some iPhone profits from this "patent royalties."
On May 17, in response to the tough attitude of Apple Inc. of the United States, Qualcomm had no choice but to extend the war on Apple's patent litigation to its four core foundries. Qualcomm filed a lawsuit in the Federal District Court for the Southern District of California, alleging that four Apple businesses, including Foxconn, Pegatron, Wistron and Compal, violated the licensing agreement and other commitments with Qualcomm and refused to pay Qualcomm's patents. fee.
It is reported that Foxcon, Pegatron, Wistron and Compal have four Apple core suppliers who have no objection to the Qualcomm inventions they are responsible for, and agree with the value of Qualcomm's patented technology. The license fee is paid in accordance with the license agreement between it and Qualcomm.
These four Apple core suppliers signed a patent license agreement with Qualcomm 20 years ago, becoming a patent licensing partner of Qualcomm, and have been performing well. Only in the near future, these four Apple core suppliers suddenly refused to pay patencies to Qualcomm for their manufactured Apple products without disputes over contractual obligations. At the same time, the four Apple core suppliers continue to pay Qualcomm's patent fees for non-Apple products they manufacture. Therefore, this situation is apparently Apple's behind the scenes ordering its foundry to stop paying franchise fees to Qualcomm, rather than the OEM's own wishes.
In the long run, Apple must lower the cost of the iPhone to continue to maintain Apple's revenue and net profit growth. Previously, the profit margin of Apple's supply chain has been squeezed again and again. As the last way out, Cook will solve the problem of lowering the cost of iPhone mobile phone on the Qualcomm patent fee, and want to solve the problem of patent fees of his own suppliers, so that Apple can continue to reduce the cost of the supply chain.
In the 10th year of the birth of the iPhone brand, for the professional manager Cook, if you insist on choosing such a strategy, to maintain its high profits and hand over good-looking transcripts to Wall Street. From this point of view, Apple's myth is not far from being shattered.
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