For Apple, the time of ever-increasing business results is probably over for the time being. For the third time in a row, the group had to report a drop in sales. In view of further rising profits, however, investors do not appear to be concerned.
Hardware in Negative
For the past months of April to June, Apple was able to post sales of $81.8 billion. This is slightly less than in the same period last year, in which almost 83 billion dollars were reached. The tense economic situation in almost all regions of the world is likely to play a decisive role here.
This is reflected in the fact that hardware sales in particular have consistently declined. Sales of both iPhones, Macs and iPads fell. Since Apple no longer comments on the number of units, it is not possible to say exactly whether consumers have completely avoided buying a device from the manufacturer or have instead opted for the cheaper versions.
The group management had already started some time ago to take precautions in the event that the hardware was no longer running as well as it had been for a long time. In concrete terms, this means that the services business has been significantly expanded in order to generate more sales with the gigantic installation base.
Record increase in subscription services
This path is proving to be quite successful: the services division, which includes the App Store, Apple Music, and Apple TV+, again achieved record sales. Taken together, the various offers have now passed the one billion paid subscription mark.
From the point of view of independent observers, Apple’s results are mixed, but by no means bad. Wall Street analysts had certainly expected a sharper decline in sales for the entire group. Only iPhone sales fell more than had been forecast.
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