It's traditional, every quarter, Apple communicates its figures
keys. It was yesterday that the Cupertino company shared its results for the
last quarter of 2012, the most important of the year since it covers
end of year celebrations and arrived after an almost general renewal of the
range of products.
This quarter sees stagnant profits despite the sale of47,8
millions d’iPhone,22,8 millions d’iPadet
12,6 millions d’iPod. In total, oneturnover
record with 54.5 billionof dollars is onegrowth of
18 %compared to the same quarter of the previous year.
Here are the main figures to remember regarding the variation in
profits but also sales:
Theprofitover the quarter is13,1
billionof dollars or$13.81 per share,
which gives us asmall increase of 0.3%.
- iPhone:47,789 millions d’iPhone
found a buyer, i.e. asales growth of 39%
from one year to the next. The arrival of the iPhone 5 (the quantity produced of which has
suffered from availability problems for several weeks) has well
obviously helped even if iPhone 4/4S sales are far from negligible.
The US operator Verizon has also indicated that iPhone 5 sales have not
accounted for only half of iPhone sales during the holiday season.
However, the average purchase price remains above $600.
- iPad: these are22,8 millions d’iPad
which were marketed by Apple over the period, i.e.48% more
than last year. If we do not have the details by iPad model, we
notices that the average purchase price has gone from $536 per machine to $450, which
which could suggest that theiPad miniwas a success
important (despite enormous availability constraints).
- TheiPod rangeis once again in
decrease of 18%with12,679 millions
units sold. Even if the iPod range has just been overhauled (except
the iPod Classic), it is a market which is steadily decreasing, buyers are
perhaps turning more towards the iPhone or theiPad minito listen to their music or
watch videos.
- Mac: Apple sold 4.061 million Macs this year
quarter, a decrease of 22% compared to last year. The late arrival of
the iMac and a sluggish computer market can't have helped.
Among the other information shared during this announcement, we note
also that
- In total, there are no less than500 million iPhones, iPads and
of iPods that have been sold by Apple since 2007, year of presentation
of the iPhone.
- More than 2 billion (!) iMessages are exchanged every day (see
our articles and tutorials on iMessage)
- The "hobby" that is Apple TV for Apple continues to see strong growth, with
2 million small black boxes sold during the quarter, an increase of
60% year over year.
Now, it must be recognized that reading numbers is sometimes
off-putting whereas a painting says a lot and in a more 'pictorial' way.
Here is the graph of the evolution of sales since 2009:
And now, a breakdown of turnover by models of
products:
If the figures are generally better and constitute a new record
for Apple, Apple shares fell by 5% just after the announcement of
results.
Indeed, even if the overall turnover has increased, themarge
beneficiaryof Apple went from44,7% has
38,6%.
If we leave it to the analysts to give an explanation to the latter
figure, we can still argue that theiPad miniwith its purchase price more
weak than theiPad Retinamust
also leave less margin to Apple. Furthermore, as we pointed out earlier
time, a certain number of iPhone buyers preferred to turn to
the iPhone 4/4S whose price has fallen, resulting in a margin for Apple
perhaps less consistent than for the iPhone 5.
For the next quarter, Apple is targeting revenue between 41 and 43
billion dollars.
