It was this night that Apple
revealed the figures for the last quarter of 2015. This one, which closes the year,
is traditionally conducive to records thanks to sales linked to the period
parties. And once again, it's a new record for Apple.
But beyond these figures andof
billion devices in activityproudly displayed by the apple firm,
when looking in more detail, certain elements concerning sales
as well as the forecasts suggest a better start to 2016
difficile.
iPhone sales, charts, information and reviews around these
results, here is what we think we should take away from them:
The (big) numbers
This is now a constant in recent years, Apple is breaking records on
record each quarter.
No suspense therefore for this quarter, which displays both the
best revenue over three months with $75.9 billion
and therecord also in terms of profit at 18.4 billion.
This is to be compared toeven
quarter of last yearduring which revenues and profits
were 74.6 billion and 18 billion respectively.
The gross margin returned above 40% to settle at very
impressive40,1 %, compared to 39.9 last year. Sales
outside the US now reach 2/3 of the company's turnover.
Evolution of Apple's margin in recent years:
In practice, it was specified that these results were obtained
despite a sharp drop in the dollar in several regions of the
monde, which mechanically penalizes turnover, even if
Apple regularly adjusts its prices,as
recently on the App Storeor when new models are released. HAS
constant currency, the results would have been, according to Apple, 80.8 million,
an increase of 8% from one year to the next. China remains a market
of growth for Apple, which is also turning to India.
In the end, Apple ends the year with a war chest of216
billion of dollars.
But now let's see what these numbers mean in detail, because
they mask a relatively different reality depending on the range of
products.
Regardingl’iPhone, the most important product
in terms of revenue for Apple, these are74.8 million units
which were sold at the end of 2015, which is very slightly higher than the
74,5 millionsof the previous year. This progression remains
good news while doubts have been expressed several times about
the appeal of the new 6s for a year where the changes are not
cosmetic, but internal. In fact, this still marks a stop
of thedizzying progressknown in recent years in
iPhone volume terms elapsed. THEaverage price of an iPhone
was during this period of691 $, i.e. the highest
historical.
These sales still represent34,000 iPhones sold per
hour, day and night for 3 months.
This can be seen very clearly in this graph showing the quantities of products
sold (orange lines):
Pourthe iPad, the bad news continues and the
Sales once again fell year-on-year. Despite
the launch of the iPad Pro, although the latter is aimed more at a niche
(professional market, graphic designers), sales for the quarter increased from
21,4 millionsin 2014 at16.1 million this
year(see the green lines on the graph above).
TheMacalso shows a drop in sales, going from
5.5 million units last year to 5.3 million. In practice, this fits
in a computer market that showed a much greater decline
for PC merchants than that which Apple knows with its Macs. The price
average for a Mac was $1270.
No detailed figures for the Apple Watch or Apple TV, but
logically, with the launch of two new products in 2015, sales of
the “other products” category that includes them reaches a record figure
of $4.3 billion.
Branch revenuesservices" (iTunes and apps)
reach a record6 billion dollars.
This gives the following situation in terms of income distribution, with
the iPhone which remains very important for Apple:
Latest curves, that of the evolution of average selling prices by
product :
But still?
We also retain the following information distilled during the
conference following the announcement of the results:
- Tim Cook indicated that Apple customers were loyal (2 times more than
the loyalty displayed to the next brand on the podium, without mentioning its name),
citingsatisfaction rates measured at 99% for the 6s and 6s
Plus, 97% for iPad Air 2
- among users of iPhones older than 6 before the arrival of
6s: 60% have not (yet?) purchased a new model (the remaining 40%
have moved to 6, 6s/Plus).
- the range of machines for Apple is as follows and should not
change: premium machines (6s and 6s Plus), a mid-range (6 and
6 Plus) and the entry-level iPhone 5s
- Very high rate of "switchers" from machines running Android, the
highest rate reached according to Tim Cook
- Speaking in response to a question regarding Apple's interest in
virtual reality, Tim Cook kicked into touch, but, indicated
that he does notdidn't think it was a niche market, which
“it was cool and could have interesting uses.”
Finally, Tim Cook conceded that iPhone sales should show in
decline (a first!) in the first quarter of 2016. Nevertheless, despite a
tough economic context, Apple will continue to invest, particularly in R&D,
with great things to come (“great things in the pipeline”… we won’t know
no more, of course).
Without the subject having been mentioned, we feel that the arrival of the iPhone 7
will be important for Apple and could perhaps revive the growth of
sales if it is a success, the opposite would have major impacts on
company results, without this being critical as the financial health
from Apple is impressive.
i-nfo.fr - Official iPhon.fr app
By : Keleops AG
founder of the site. Computer engineer and Internet specialist where he has held various positions of responsibility, Laurent has been passionate about mobility since the arrival of "PDAs" in the 90s. Journalist for 4 years for the magazine Team Palmtops (Posse Presse) and author of several books on the iPad published by Pearson.
