This is the first time Apple has not issued a performance forecast in more than a decade, which has caused investors to worry about its subsequent performance.
In the early morning of May 1, Beijing time, Apple released its report for the second quarter of fiscal year 2020 (the first quarter of 2020). During the reporting period, Apple ’s revenue was US $ 58.313 billion, a slight increase of 0.5%; net profit US $ 11.249 billion, a year-on-year decline of 2.7%, revenue and profits exceeded the market expected.
But Cook said that due to the uncertainty caused by the epidemic, he cannot provide guidance for the next fiscal quarter. This is the first time Apple has not issued a performance forecast in more than a decade, which has caused investors to worry about its subsequent performance. As of press time, Apple shares fell 2.6% after the market.
In the reporting period, all three major hardware were affected by the epidemic.
iPhone revenue $ 289.62 billion, down 6.7% year-on-year, iPhone ’s contribution to Apple ’s revenue rarely drops below 50%. In the last fiscal quarter, the iPhone achieved growth for the first time after four consecutive quarters of decline, indicating that the iPhone 11 series of products and pricing strategies have been recognized by the market. The epidemic in this fiscal quarter has seriously affected the production of new products, offline sales, and logistics. According to IDC data, iPhone shipments in the first quarter were 36.4 million units, a year-on-year decline of 30%, the largest decline among head manufacturers.
Mac revenue was 5.351 billion US dollars, down 3% year-on-year, and iPad revenue was 4.368 billion US dollars, down 11.3% year-on-year.
Services and “wearable products, home and accessories business” (hereinafter referred to as “accessories”) are currently Apple’s growth engines. Services Revenue reached US $ 13.348 billion, a year-on-year increase of 16.5%, accessories revenue 6.284 billion The US dollar grew 22.5% year-on-year, both of which maintained a double-digit high growth trend.
In terms of regional markets, the US market revenue during the reporting period 25.473 billion US dollars, a slight decline of 0.5% year-on-year, European market revenue 14.294 billion US dollars, a year-on-year increase of 9.5%. Japanese market revenue was 5.206 billion US dollars, a year-on-year decline of 5.9%.
Greater China ’s revenue most affected by the epidemic US $ 9.455 billion, down 7.5% year-on-year . It is worth mentioning that after experiencing the downturn in fiscal 2019, Greater China achieved growth in the last quarter, marking the first growth in Greater China since the past five quarters. According to Cook introduced, the Chinese market demand fell sharply in February due to the epidemic situation, but gradually recovered from March.
After March, the epidemic situation in Greater China has eased, and only the Apple Store in Greater China is operating normally. Europe and the United States have become the hardest hit areas.
Cook said on the conference call that in March, countries around the world generally implemented home segregation. During the two or three weeks when people started working at home, the demand was rapidly increasing. Decline, All businesses in all regions improved in the second half of April. The first reason was the stimulation of new products, and the second was Apple ’s. < span style = "letter-spacing: 0px;"> The stimulus measures began to show effect in April, The third is the change of consumer behavior, which began to adapt to home isolation and continued The reality is that the equipment for home office has begun to be deployed, which is expected to promote the sales of Mac, iPad and other products.
Affected by the epidemic, Apple did not hold a spring new product launch conference as usual, and recent new products are all released online. In March, Apple released the new iPad Pro, Macbook Air and new Mac mini. In mid-April, Apple released the new iPhone SE.
The Tianfeng International report shows that the iPhone SE pre-orders in the first weekend were better than market expectations.Between 12 million and 14 million. However, Tianfeng International is not optimistic about the overall performance of the iPhone. It is expected that shipments in the second quarter will be 35 million to 37 million units, and there is still a downside risk. The most pessimistic forecast is 29 million to 32 million units, a 20% year-on-year decline. %. If consumer confidence and purchasing power begin to recover in the third quarter, iPhone shipments are expected to decline by 10% –15% to 165 million–175 million units in 2020.
The picture is from Apple’s official website