The & # 39; & # 39 in the preceding article, this series explained why the change of & # 39; Apple in accounting is an attempt to hide bad news; the company will still be reporting income, and Apple only provided guidance for the holiday season set records this quarter. In his call & # 39; & # 39 conference; November 1, the chief financial officer & # 39; Apple Luca Maestri stated that "we have more line b & # 39; her health as much as we enter the holiday season and we expect revenues to be between $ 89 billion and $ 93 billion, a whole new record. "
Even so, analysts and pundits jumped change as a worrying development. This, in itself, highlights why Apple is moving to modify its performance report. But first, consider how the financial reporting & # 39; before Apple developed as the company grew, and why.
The non-detailed reporting unusual historical sales & # 39; Apple
Over the past twenty years, the business segment & # 39; Apple to report the above stated income over as its total revenue percentages and its parallel reporting sales & # 39; unit changed several times. By 2004, Apple was primarily sells Macs, and therefore the company, then known as "Apple Computer, Inc." reported both revenue as well as detailed sales numbers & # 39; net unit for four & # 39; parts of its primary business: Power Macs (including servers) targeted at professionals and PowerBooks, iMacs and iBooks and sold to individuals.
The visualization t & # 39; above shows segmented share of total revenue & # 39; Apple each year. The left edge of graphics is the annual income distribution of 1997 amounted to $ 7 billion, the year when Apple actually lost more than $ 1 billion. The right edge represents 2016 revenue & # 39; $ 215.6 billion: more than 30 times higher. That year, Apple gained $ 45.7 billion in net income.
So, while making visualization such as the Mac business & # 39; Apple does anything spread, in fact, gone from practically represents the entire revenue & # 39; Apple in 1997 to represent "only" 11 percent of its total revenue in 2016 – f & # 39; & # 39 business segment, $ 22.8 billion.
Ten years ago, Apple was incredible level voluntary & # 39; sales detail in its financial statements. This has not stopped investors from entering panic; instead of merely sensationalist army & # 39; data for use against the company.
Quarterly Reports & # 39; Apple once detailed both revenue and sales & # 39; units & # 39; Macs from operating segments: the Americas, Europe, Japan, the Retail Business and others. Since 2001, the company also detailed revenue and sales & # 39; unit & # 39; its new iPod, which allows investors look at how that product was performing regardless of the "Peripherals and Other Hardware".
Analysts and journalists have benefited b & # 39; clearly from the official report & # 39; Apple about selling & # 39; units. However, often ended up hanging over a series of & # 39; erroneous conclusions reached wrong
This level & # 39; details changed in 2005 when Apple began reporting sales only in the Mac & # 39; & # 39 terms; desktops and portable. The company also increased sales of iPhone units in 2007 and iPad unit sales in 2010.
In 2011 she founded the details of sales of Mac unit by Operating Segment (region), and in 2013 set up details about categories & # 39; Macs and reported only the total sales of Mac units globally.
Analysts and journalists have benefited b & # 39; clearly from the official report & # 39; Apple about selling & # 39; units. However, often they ended up hanging over a series of & # 39; erroneous conclusions reached by & # 39; wrong way (and periodically b & # 39; malicious way) by tried using figures unit & # 39; Apple itself against the company.
The deceptive nature of sales reporting & # 39; unit: Macs in Japan
One example & # 39; bad conclusion resulting from extremely detailed reporting & # 39; Apple sales & # 39; units from Japan, appeared to experience a reduction of & # 39; 3% in net sales and a decrease of & # 39; 14% in sales & # 39; Mac units in & # 39; Fiscal 2004.
However, this alarming escape failed to notice that Apple has opened its first retail sales outside the United States in Japan in 2003. All sales & # 39; Apple through its own retail stores was reported in units and revenue & # 39; Retail, more than has been credited to operating segment.
Thus, while revenue and units in Japan appeared to fall, the reality was that they were growing. Apple has only been selling a growing volume of & # 39; Macs and iPods in its Japanese market through its own retail stores. Because the stores of its retail originated in the United States, its most transparent accounting practices created the illusion of & # 39; problem in Japan because people who do not understand the increasing complexity of global ransactions of & # 39; Apple made faulty assumptions and simplistic while skack through & # 39; & # 39 financial statements; Apple to some alarming detail to sensitize f & # 39; heading.
Japan has long been an important market for Apple. But since the misunderstanding of retail growth there in 2004, the country has been repeatedly raised as a major problem for Apple, b & # 39; in particular in relation to & # 39; iPhones.
Nobi Hayashi, a journalist in Japan, noted that a local paper, Sankei Shimbun, Created the idea that Apple and its partner bearing the company Softbank were aiming to sell one million units in its first year there, but had achieved only selling & # 39; 200,000. In reality, neither any company never announced such a goal, and the actual sale of the iPhone was about twice & # 39; that report.
In 2008 Yukari Iwatani Kane Commission Wall Street Journal invented the idea that the iPhone was dropped & # 39; completely in Japan because of high prices and consumer apathy (familiar?), based entirely on "missed expectations" invented by brand & # 39; Research and rumors & # 39; & # 39 million target; unit.
In 2009 Wired published "Why the Japanese hate the iPhone", article inċendjarjuż designed by blogger Brian X Chen. That the completely false narrative included false quotes attributed to a real person included, "carrying around an iPhone in Japan can & # 39; to make you look pretty lame." Wired later admitted to an article & # 39; Chen had a variety & # 39; problems after "his source" claimed that the quote was something that never said and disagreed with everything.
Apple never reported quarterly figures & # 39; the iPhone to Japan. However, since many "journalists" joined & # 39; "market players" to create fake stories about both Japan ode to the iPhone, as it was not innovative enough for the country & # 39; sophisticated technology, and as the price was too high for anyone to pay, Apple has been detailing its revenue from Japan b & # 39; parallel with sales & # 39; units & # 39; Macs are (as shown above in & # 39; 10K of & # 39; Apple 2010).
Between 2008 and 2010, sales & # 39; & # 39 Apple units; Apple in Japan increased by 23 percent, but its total revenue increased by & # 39; 130 percent. Quite clearly, iPhone has been contributing greatly to the strong growth in Japan. That public data provided by Apple to stop a series of & # 39; articles claptrap from tirriġenja narrative of false media about the difficult situation & # 39; Apple in-the Land of Rising Sun.
Today, the Japan actually represents what appears to be the highest concentration using iOS (vs. Android) from its installed base & # 39; mobile users – to reach this year 75 percent, compared with & # 39; 65% in Atlas Equipment. During the last fiscal year, the revenue & # 39; Apple from Japan increased by 23 percent, higher than any other region & # 39; Apple.
The percentage of Japan & # 39; to mobile users on iOS is even higher than in the country & # 39; Apple. Source: Atlas Equipment
This means time – time for – Wall Street Journal to contribute new story about how Japan hates the end product & # 39; so Apple that the company will offer discount price & # 39; Incentive (a & # 39; $ 100 or 13 percent) to mobile operators to increase sales of its XR iPhone, which is so routine for makers another phone not even news when lowering their prices f & # 39; & # 39 territory, a loss leader or offer "buy one get one b & # 39; nothing 'upgrades.
No amount of & # 39; detailed reporting & # 39; the unit can & # 39; stop to these writers to invent a narrative about how Japan mistaken Apple and everything that makes so that his people spent $ 21.7 billion on goods and services & # 39; Apple during the last fiscal year. To help looked how big that number: that's about half of & # 39; Facebook Total global revenue the last year.
The deceptive nature of sales reporting & # 39; units: Early iPods
When the numbers of iPod units started booming in 2003, a series of & # 39; analysts and pundits decided that Apple should just abandon the Mac because the company was seeing growth with three digits in selling & # 39 ; its music unit but no similar scale & # 39; & # 39 in growth, Maks – unit growth was reported that only 9 percent in 2004 devices.
In 2005, the group & # 39; prolific tech Millennium & # 39; Rob Enderle before would imagine that the new Xbox 360 & # 39; Microsoft "can & # 39; even take Apple, and forced the company withdrawing from the PC business".
"I know a large number of & # 39; people expect that Apple will take the first option [“exit the computer business and concentrate on the more powerful accessories market”] and get the whole PC business altogether to better focus on new classes and profitable & # 39; multimedia products, "added Enderle." Most people think b & # 39; this way are developers. "
That takeaway was idjotaċi, as sales expanded iPod was helping to boost retail efforts & # 39; Apple, subsequently urged the long Mac growth and set the stage for -tnedija iPhone and iPad.
Even in 2005 as Enderle fantasized about the end of the Mac, the PC sales & # 39; Apple has been growing by 38 percent to reach 4.5 million units per year. By 2010 Apple was selling 13.6 million Macs per year. Eight years later, Apple is now selling 18.2 million Macs a year, although also created entirely new computing platform & # 39; iPad, which has sold 43.5 million units during the same period.
Sales & # 39; Apple & # 39; 61.7 million iPads and Macs made the biggest computer maker in the last four & # 39; quarters, before both HP and Lenovo, each sold around 57 million PCs in & # 39; shrinking market. And while the installed base & # 39; Enderle & # 39; s beloved Xbox (both 360 and One) took about 50 million units, the active installed base & # 39; Apple of Mac users has reached 100 million.
The CEO & # 39; Tim Cook announced Apple Macs 100M active in & # 39; October, 2018
But fifteen years ago, without long-term vision or any clear understanding of future plans & # 39; Apple, number & # 39; Experts maintained repeat the narrative that Apple "m & # 39; longer a computer company" and therefore had to focus exclusively on iPod, any hint of & # 39; what Apple was preparing a house nor a real grasp of & # 39; what was happening in the industry. All had numbers & # 39; sales & # 39; unit & # 39; current iPods and Macs, and it does għinhomx understand anything.
The misleading reporting sales & # 39; units: iPod later
As sales & # 39; smartphones that could play MP3s started to increase, many analysts and bloggers got their heads in the sales of iPods & # 39; Apple will then end and the short period & # 39; success & # 39; Steve Jobs finally ends. What really happened is that when Apple introduced its new iPhone in 2007, the nature & # 39; iPods in bulk converted into & # 39; software feature & # 39; iOS.
But even before Apple announced the new iPhone, David Smith & # 39; The Guardian wrote premature eulogy of & # 39; 2006 "Why the iPod losing the cool", he said, "sales are declining b & # 39; unprecedented rate". The signature pocket device & # 39; & # 39 by Apple, white ear functions can & # 39; simply become too common to be cool. "
While the annual number of & # 39; physical units Apple sold iPods eventually fell, it did not happen until 2009. Smith, along with & # 39; several experts conferred doom soundbites to Apple for sales & # 39; their reported iPod unit were flat for two quarters after 17 growth quarters, were all obsessing over that selling & # 39; free unit no understanding & # 39; what was going on inside & # 39; Apple. All they can see is a seasonal decline in iPods sold during the summer, so scripted death apocalyptic scenarios.
Moreover, while sales & # 39; iPod units failed, the base & # 39; iPod users to buy downloads from iTunes continued to expand with & # 39; dramatically mainly because the iPhones were also "iPods wide & # 39;" screen, which Steve Jobs documented in the debut of the new phone. But journalists & # 39; technology and some analysts maintained that fix on – numbers & # 39; reported standalone units for iPods and have come to really stupid, mijopiċi conclusions.
iPhone and iPod touch increasing sales of iPod unit into cannibals, earning more money than Apple and new customers in the process
Instead look at the bigger ecosystem iTunes downloads and the dramatic expansion of & # 39; Apple in hardware revenues of mobile devices, many pundits have grown up with an obsession about the sale of the iPod as if it were some sort of & # 39; "Bad news" substantial effectively wiping out the true profit & # 39; Apple. In reality, Apple has update sales & # 39; its iPod MP3 unit from low-cost device with iOS product & # 39; most powerful power attracted price & # 39; premium leaving its users more satisfied, more loyal and more likely to return for more Apple branded hardware in the future.
In 2008, Apple reached the highest sales & # 39; 54.8 million iPods, with an average selling price of & # 39; $ 167. That year sold 11.6 million iPhones priced & # 39; & # 39 unit; about $ 560 each. The next year, the obsessed pessis on the reduction of & # 39; one percent in iPod units sold, even as iPhone units grew by 78 percent and revenues generated grew by & # 39 , fastest, b & # 39; 93 percent.
In part, two shifts were related to the fact that iPhones were also iPods, Obvious reality that easy analysis & # 39; Pundits failed to grasp because they were looking for sensationalism rather than truly understand the trends that were taking place in the business & # 39; Apple. The sales figures of the unit with għinhomx understand what was going on, even as Apple spoon-fed to them by price per unit & # 39; parallel.
Despite sales declining unit, iPod kept notable share & # 39; 72 percent of the market for standalone music players even at the end of 2013, as reported to the analyst & # 39; NPD research in Benjamin Arnold & # 39; at that time.
However, many analysts and journalists failed to understand how incredibly well Apple was orkestrar the market transition from iPod to iPhone simply because they were distracted by the sales figures of & # 39; units. It was as if an audience & # 39; judges wanted b & # 39; scrupulous manner on triathlete in the first place because it was no longer making any progress documented in swimming when in reality he was moving very bike & # 39; ahead of all other contestants.
The deceptive nature of sales reporting & # 39; units: iOS devices
The cyclical nature of the business of iPhone & # 39; initially resulted in Apple & # 39; & # 39 numbers; climbing units in the three spring months after its launch. This was interpreted in & # 39; & # 39 broad way, in the most cyniku way among critics & # 39; Apple, which insisted that quarterly fluctuations in units of & # 39; the iPhone were a sign that the iPhones were losing their appeal and buyers were leaving Apple alternative.
The same poor analysis emerged in relation to sales & # 39; iPad unit after the peak of & # 39; mini-fueled tablets in 2014. When Apple introduced new larger iPhones, a significant segment sales & # 39; & # 39 unit; Smaller iPads starting at $ 399 actually moved & # 39; above in the form of & # 39; the new numbers & # 39; $ 750 Apple iPhone 6 Plus.
The total number of & # 39; of & # 39 ran iOS devices; above, even if the detailed reporting unit & # 39; Apple has made & # 39; noted that mobile devices as iPad was marked '' collapse, at least among writers who did not have a very good understanding about what was happening in the industry.
The critics continued to pick on iPad sales for many years. Some essentially announced that the tablets have been made and, even as Apple continued to sell more tablets – multiple millions quarterly – and almost all earn profits in the global tablet market. iPad continues to & # 39; associated roughly with Macs of & # 39; Apple to generate about $ 18-20 billion dollars in revenue each year, but a simplistic & # 39; rapidly based solely on numbers & # 39; sales & # 39; unit raised wrong and misleading information to the media fire.
The deceptive nature of sales reporting & # 39; unit: Macs
This fifth example is a variation of & # 39; "Apple iPod is now the company" without toxicity early 2000s Ten years later, the sale of units & # 39; Apple Macs was being stuck with & # 39; dramatically from new product: iPads.
Near the top of iPad unit sales in 2015, Christopher Mims published burning & # 39; the bu0026 blistering # 39; Wall Street Journal who ruled that Apple should "kill the Mac" and "focus on products that represent the future", partly because Macs were generating less than 10 percent of total revenue & # 39; Apple and "Apple m & # 39; it needs this entry ".
the – WSJ Pedling was ignorant bullshit for so many years is simply incredible
That year, Apple sold 20.6 million Macs generating $ 25.5 billion in revenues and 54.9 million iPads generating $ 23.2 billion. During the same period, the Heritage division & # 39; Microsoft generated about $ 3.4 billion in revenues, but no major financial thinkers newspapers were recommending that Microsoft "stop" because PC-based mouse represented the past, experiments & # 39; hardware were hampering the "T" needs revenue "because the little surface contributed nothing to its total revenue – and were a fraction of the revenue from Apple Mac.
Since then & # 39; the above, there are many tips on the pundit who recommended that Apple lowered its prices. Instead, Apple Macs actually made its luxurious level of information, resulting in & # 39; sales & # 39; 18.2 million Macs in fiscal 2018 while still generated revenue of & # 39; $ 25.5 billion. And while sales & # 39; & iPads declined due to a number # 39; reasons for their current figure & # 39; 43.5 million units per year, revenue is still generated $ 18.8 billion this year.
If Apple took – advice offered by – Wall Street Journal in 2015, would give the sales & # 39; about 56 million Macs and revenue & # 39; $ 74.2 billion, just to "focus" on mobile devices aimed at both the iOS globally declining market: smartphones and tablets. To see what big number, almost 15 times what Rupert Murdoch spent to acquire Wall Street Journal.
When – Wall Street Journal try to be able to interpret rumors about the chain & # 39; & # 39 overall supply; Apple today, remember the advice offered incredibly deep ignorant as little serious thought piece three years ago, and how wrong since serving buckets & # 39; false commentary under the guise of a credible financial newspaper.
The hyper-scrutiny of Apple units, one to rival
Writing for – Wall Street Journal earlier this month, Tripp Mickle addressed announcement & # 39; Apple will stop selling & # 39; units of & # 39; reporting for iPhone, iPad and Macs by writing, "When Steve Jobs took a swipe at tal-Amazon.com Kindle Inc. in 2009, he pointed to the retail seller's decision does not report sales unit of reading devices as proof that it was not selling much. Almost a decade later, Apple is following a similar path. "
One bit & # 39; escaped the cynical logic of isponjar & # 39; Mickle: no pundit or columnist ever scrutinized selling Kindle & # 39; the way Amazon sales & # 39; units & # 39; & # 39 Apple was torn; f & # 39; pieces, sliced & # 39; and turned into & # 39; bad created in the last twenty years. Instead, Kindle has always been that it was some sort of & # 39; enterprise & # 39; reasonably successful, despite the fact that Amazon never rrilaxxa unit figures or even income related to the business of its e-reader.
And despite attempts & # 39; Amazon Kindle to portray as the iPod of books, never got anything on the success order & # 39; Apple with iPods, while failing to engage in & # 39; another type of & # 39; success birthed the way Apple iPods & # 39; s iPhone and Apple lines watch. The Kindle electronic readers founding of Fire Telephone disaster and line & # 39; Fire tablet that not only never officially reported on the sales figures nor income but have always been offered at prices & # 39; sales & # 39; fire.
In addition, the Amazon App Store has not changed in & # 39; commercially significant business anywhere comparable & # 39; of & # 39 App Store; Apple leads itself globally.
More recently, the Alexa products & # 39; Amazon were sheared to the type & # 39; fervent adoration usually reserved for hardware & # 39; Google. But the company never provided no quarterly figures for units sold or revenue generated. And, the little that we had gone back two flops were incredible not only failed to generate revenue from hardware or sell in significant quantities, but also failed to drive the limited set of & # 39; their users għax- shopping Amazon or various services & # 39; advertising & # 39; Google any commercial significance.
That news came from The Information, Sound ten years after the Amazon was allowed to hinder its success with the Kindle hardware and then with Alexa & # 39; practically zero scrutiny by the same people who hyperventilated about every figure & # 39; Apple unit ever released.
Amazon was allowed to hinder its success with Kindle hardware and then with Alexa & # 39; almost zero scrutiny by the same people who hyperventilated about every figure & # 39; Apple never released unit
In addition, the factor & # 39; Mickle in the change in the reporting unit & # 39; Apple also understand that Apple failed to report ongoing revenues from hardware business units and its services, and will therefore not hide collapse in sales. This will be only the stuff journalists less ammunition for use in shooting themselves in the foot as they try to take on Apple pots wild.
Nothing captures the wholesale contempt for accuracy in reporting & # 39; rather technology industry pundits such as & # 39; take historical numbers & # 39; iPad unit. They used to call for the business year of the iPad & # 39; Apple was created in the door even death whereas in fact they were generating tens of & # 39; billions in profits on sales & # 39; & # 39 million; iPads both individuals as well as company quarterly for many years.
IDC recently admitted that the iPad was indeed a leading global pills "unabated" after eight years of & # 39; denial sought to portray flops like Tablet PC and Windows Phone as long-term winners. Note that neither Microsoft nor the licensees never issued quarterly figures & # 39; their sales unit & # 39; phones or tablets.
Apple pundits got incense when comparing sales & # 39; & # 39 iPad units with; notebooks, but none of these tenants publicly retailers reported sales & # 39; units or received for scrutiny
And at the same time, there were assumptions about the future tablet & # 39; Google was looking despite the fact that Google has never created a business & # 39; tablet & # 39; success. As Google lost on the pills and began to disturb the Chromebooks on K12 education, the decimated narrative to how it was devastating for Apple, despite the fact that iPads sell about important markets globally in much larger quantities, while Chromebooks have never grown popular in & # 39; real market outside units & # 39; few million loss & # 39; loss provided to K12.
Like Amazon, Samsung was also & # 39; & # 39 often compared; Apple tablet as & # 39; heavyweight, although no company has never the creator business & # 39; viable tablet even remotely comparable to & # 39; Apple. And after 8 years & # 39; as trying to break into the tablet hardware market, Microsoft has recently been commended for sale & # 39; a few hundred & # 39; thousand units in the United States, allegedly made vendor & # 39; "Most five 'f & # 39; market where there are only four & # 39; companies that sell a significant number of & # 39; pills.
While it is nice that the sales of the Apple report unit of its product categories, the reality is that these numbers have historically been used against the company to promote whereas direct and incompetent analysis
So, while it's nice to selling & # 39; & # 39 units; a & # 39; Apple of its product categories, the reality report is that these numbers have been used historically against the company to promote direct leverage and incompetent analysis, while also giving competitors & # 39; Apple flow & # 39; most manufacturer & # 39; & # 39 hardware; success in the industry, data rivals with jirreċiplux.
Apple stopped the & # 39; reporting units before
Just before the launch of & # 39; Apple Watch, Apple announced to stop sales report & # 39; unit & # 39; iPod and releasing a number of & # 39; Apple Watch units. This generated a hand between the media and several analysts, who feared that especially have no way to measure success was Apple Watch.
Apple did not report the sale of units to Apple Watch, like all its competitors watches
Many exceeded the conclusion that Apple did not have high hopes for the new prospects that are worn or fit to enter smartwatch business that already had a series of & # 39; vendors set, including Samsung, Fitbit, Pebble and series & # 39 ; Android Wear a & # 39; Google partners, including the time the subsidiary & # 39; Google & # 39 own; Motorola charged with promoting & # 39; Android wearable. Of course, none of these vendors have not published quarterly sales units of their smartwatches.
Early data suggested that Apple had not sold enough watches, or was being beaten by the market & # 39; at a lower cost device, based solely on estimates & # 39; carriage & # 39; units. But other again & # 39;, the reality was that Apple had created a product & # 39; premium actually attracted enthusiastic audience. Within a few years, Apple Watch has destroyed all apparent potential for alternative smartwatches and had even started to destroy the largest market for watches & # 39; luxury.
Rather than "hiding" sales & # 39; his unit, Apple focused on details about revenue trends related to its Other Hardware as a group, and recorded regularly with & # 39; in particular health and growth of & # 39; the worn specifically. Beyond Apple Watch, Apple never received quarterly figures for AirPod unit. This had no impact on AirPod largely successful but did not prevent competitors from gaining access to very valuable data which Apple has been investing capital & # 39; its innovation.
At the same time, the chatter media on iPods drop largely failed due to m & # 39; there are still a number of & # 39; official units boss to prevent and influence failure & # 39; false problem. As I said before, not only all the devices & # 39; the iOS actually become "iPods" in both utility installed base as well as to manage the sales & # 39; media downloads and subscriptions now & # 39; Music Apple, but Apple Watch itself is essentially the modern iPod & # 39; Apple, updated skills and her style, and are able to charge a much higher price.
Apple b'mod ċar mhux qed jaħbi l-unitajiet interni tiegħu ta 'unitajiet li jintlibsu mill-mistħija, iżda pjuttost minħabba li din id-dejta ma kinitx meħtieġa biex issir pubblika quddiem il-kompetituri tagħha u minħabba li ċifri ta' unitajiet ta 'rappurtaġġ x'aktarx jiġu interpretati bl-istess tip ta' inkompetenza u Ċiniku malizzjuż li jintwera matul l-aħħar żewġ deċennji tar-rappurtar tal-unità tiegħu ta 'Macs, iPods, iPhone u iPad.
Apple tispjega għalfejn ma tibqax tkun data ta 'unità ta' rappurtar fl-2019
Il-Q1 2019 Fiskali ta 'Apple, li beda l-1 ta' Ottubru, se jimmarka l-ewwel darba li l-kumpanija mhux se tirrapporta bejgħ ta 'unità ta' Macs, iPods, iPhone u iPad, bħal fil-Hardware Oħra tagħha. Lil hinn milli jevita li jaqsam din id-dejta ma 'rivali u meta jbiegħu unitajiet mill-kritiċi li jfittxu li jużawh kontra l-kumpanija, l-eżekuttivi ta' Apple spjegaw raġunijiet ewlenin oħra biex ma jiffokawx fuq il-bejgħ ta 'unitajiet.
Fl-aktar sejħa konferenza reċenti tagħha ma 'analisti, l-uffiċjal finanzjarju ewlieni ta' Apple Luca Maestri nnota li "in-numru ta 'unitajiet mibjugħa fi kwalunkwe perjodu ta' 90 jum mhux neċessarjament rappreżentattiv tas-saħħa tal-bażi tan-negozju tagħna."
Fi kliem ieħor, aktar milli "jaħbu n-numru ta 'unitajiet mibjugħa", l-intenzjoni reali ta' Apple hija li jevita li jaħbi għarfien sinifikanti wara total sempliċi ta 'unitajiet mibjugħa.
Maestri ikkjarifika b'mod separat dan billi stqarr "biex nagħtikom eżempju, il-bejgħ tal-unità ta 'iPhone fl-aħħar nett tal-linja kien qawwi ħafna matul il-kwart ta' Settembru, u dan huwa importanti ħafna għaliex aħna qed jiġbdu klijenti lejn it-teknoloġiji l-aktar reċenti u il-karatteristiċi u l-innovazzjoni li nġibu fil-lineup, iżda mhux neċessarjament naraw dak fl-Internet [iPhone units sold] numru li huwa rrappurtat. "
Minflok il-bejgħ ta 'unitajiet li jipprovdu tagħrif ċar dwar in-negozju ta' Apple, spiss huma distrazzjoni minn dejta aktar importanti dwar in-natura tan-negozju ta 'Apple. Storikament, dan kien minnu meta l-bejgħ ta 'unitajiet iPod kiber ħafna akbar minn Macs; meta iPods beda jiċkien; meta l-iPhones jiddi staġjonalment; meta l-unitajiet iPad jinbidlu f'bejgħ iPhone; meta l-bejgħ tal-unità iPad eclipsed Macs; u peress li Apple biegħet mudelli aktar avvanzati u ta 'livell ogħla milli sempliċement volumi ta' apparati bażiċi jew irħas.
Maestri żied jgħid li "unità ta 'bejgħ hija inqas rilevanti għalina llum milli kienet fl-imgħoddi, minħabba l-wisa' tal-portafoll tagħna u t-tixrid usa 'tal-prezz tal-bejgħ fi kwalunkwe linja ta' prodotti partikolari."
Għal darb'oħra, Maestri effettivament jinnota li l-bejgħ ta 'unitajiet mhux ugwali. Il-bejgħ ta 'ultra premium premium iPhone jiswa iktar minn "żewġ unitajiet" rappreżentati minn iPhone low-end u mini iPad separata. Id-definizzjoni tan-negozju tagħha f'termini ta 'bejgħ ta' unitajiet tikxef waħda mill-kompetenzi ewlenin l-aktar importanti ta 'Apple: il-ħila li jattiraw u jżommu xerrejja leali li jkomplu jixtru tagħmir premium ġdid Apple u jagħmlu użu minn abbonamenti, servizzi, aċċessorji, softwer u kontenut ieħor, kemm fuq skala mhux imqabbla minn kompetituri li jispeċjalizzaw fil- "bejgħ ta 'unitajiet", b'għan primarju li jikseb il-volum ta' "sehem mis-suq" aktar milli jibni bażi ta 'klijent bħala Apple.
Maestri iddikjara wkoll separatament, "in-numru ta 'unitajiet mibjugħa matul kull trimestru ma kienx neċessarjament rappreżentattiv tas-saħħa sottostanti tan-negozju tagħna. Jekk tħares lejn id-dħul tagħna, minħabba l-aħħar tliet snin, jekk tħares lejn id-dħul nett tagħna matul l-aħħar tliet snin, jekk tħares lejn il-prezz tal-istokk tagħna f'dan l-aħħar tliet snin, m'hemm l-ebda korrelazzjoni mal-unitajiet mibjugħa f'xi perjodu partikolari. "
Huwa nnota wkoll li "l-aqwa kompetituri tagħna fi smartphones, f'pilloli, f'kompjuters lanqas ma jipprovdu informazzjoni trimestrali tal-bejgħ ta 'unità."
Dwar it-tema tar-rappurtar tal-bejgħ ta 'unitajiet, il-kap eżekuttiv ta' Apple Tim Cook iddikjara wkoll fis-sejħa konferenza li "l-bażi installata tagħna qiegħda tikber b'żewġ ċifri, u probabbilment hija ħafna aktar sinifikanti għalina minn perspettiva ekosistemika u l-klijent lealtà, et cetera.
Apple mhix iffokata fuq volumi ta 'unitajiet mibjugħa, iżda pjuttost volumi ta' klijenti li huma "mibjugħa" fuq Apple
"It-tieni ħaġa hija kemmxejn simili jekk inti tmur fis-suq u int timbotta l-karrettun tiegħek sal-kaxxier u tgħid, jew jgħid," kemm unitajiet għandek hemm hemm? " Ma jimpurtax ħafna kemm hemm unitajiet hemmhekk f'termini tal-valur totali ta 'x'hemm fil-karrettun. "
Apple mhix iffokata fuq volumi ta 'unitajiet mibjugħa, iżda pjuttost volumi ta' klijenti li huma "mibjugħa" fuq Apple. Oġġett ta 'segwitu għandu jagħti dettalji dwar ir-raġunijiet għaliex, u kif dan ibiddel il-prodotti li Apple tiżviluppa, kif tiddistingwihom mill-kompetituri, u għaliex hija essenzjali biex tinftiehem Apple u l-futur tagħha bħala marka globali.