Apple's 2018 performance in the first quarter generated impressive headlines and a positive response from the fan base.
This is Apple's biggest quarter, with revenue growth for the iPhone and an increase in the number of devices installed.
However, as the share price fell, the retail performance of the iPhone X did not meet expectations, and the forecast for the rest of 2018 also lacked confidence, behind the headlines, there are many worrying signs that Apple's watchers are wise.
Once the results were announced, Apple's share price went further than normal after the results were announced.
Despite Cupertino's biggest quarterly profit, those who actually invested in the company pushed the stock down more than 10%, down from its December high.
The higher price of the IPhone X may help boost Apple's sales revenue, but with the decline this yearon-
Annual sales in the fourth quarter and sales in the first quarter are estimated to be between $60 billion and $62 billion, down from $65.
Wall Street's 7 billion target, the story behind the $88 billion sales headline, is not as perfect as the headline suggests.
I'm not going to stress that the iPhone X is the best-success
It sells iPhones every week.
Given that the biggest competitors are iPhone 8, iPhone 8 Plus and iPhone SE, this is not a competitive area (
That is to say, if you like this sentence as a way to judge the company's performance, you may want to invest in who has the best --
Last week, Windows 10 phones were sold out of five Windows 10 phones in its portfolio).
It should be emphasized that last year's results were built on the back directory and on two new devices --
IPhone 7 and iPhone 7 S.
The result of this year is built on the back directory and on three new devices --
IPhone 8, iPhone 8 Plus and iPhone X.
The IPhone X, with its new technology, new design and a lot of direct and indirect advertising, has not increased the sales of the iPhone.
In fact, sales in the 13 weeks of fourth quarter of 2017 fell from 2016 in the fourth quarter.
As for Q4 2016 have a week need to have a certain of compensation attention calendar December 31, 2017 September 24 start and the end of.
The quirk of the "extra week" is that at the beginning of the accounting period, estimates have been included.
The 7-day "relocation" did not affect the sales of the iPhone X.
Looking forward to 2018, all vendors reported a decline in Apple's orders and demand for the iPhone X.
Each external flag is asking questions.
As Reuters calmly stressed in early 2018, the current battery replacement program on devices affected by the iPhone throttling problem will be hit
Impact on upgraded sales.
Consumers who spend money (
Even at a discount of $29)
It will be more likely to stick to their phones a little longer to get as much value as possible.
This will cut sales during 2018.
On the earnings call, Apple CEO Tim Cook was specifically asked about the value of sales losses due to the battery replacement plan.
BGR reported the answer: Tim Cook was not able to suggest how much it worked, which surprised me.
Apple is largely focused on customer experience and how to put customers above other considerations.
Either Apple hasn't done a customer survey to model the results, or Apple isn't willing to talk about the answers, or Apple isn't ready to comment while it's still modeling.
I am not sure which answer I will worry more about.
Apple has released huge quarterly results, which should not be ignored.
However, this should also not protect it from the problem of the continued decline in iPhone sales since 2015, and the iPhone X failed to achieve the expected sales "super cycle ", how it missed Wall Street estimates, or many questions raised about sales and forecasts for the rest of 2018.
Don't forget, the Securities and Exchange Commission and the US Department of Justice have also started investigating Apple's handling of iPhone batteries just to make things interesting.