Apple: rekord i rozczarowanie
W IV kw. 2013 r. koncern sprzedał 51 mln iPhone’ów – więcej niż kiedykolwiek w ciągu jednego kwartału, ale oczekiwano jeszcze lepszego wyniku. Analitycy są także zawiedzeni prognozą na I kw. 2014 r.

Analitycy liczyli, że w minionym kwartale Apple dostarczy na rynek 55 mln iPhone’ów, głównie za sprawą kontraktu z jednym z chińskich operatorów. Popyt okazał się jednak mniejszy niż oczekiwano, mimo że padł jednak rekord sprzedaży (51 mln szt. wobec 47,8 mln w IV kw. 2012 r.). W ostatnim kwartale 2013 r. Apple sprzedał 26 mln iPadów – to także najlepszy kwartalny wynik (rok wcześniej – 22.9 mln szt.). Zwiększyła się sprzedaż komputerów Mac, do 4,8 mln szt. (w IV kw. 2012 r. – 4,1 mln). Spada zainteresowanie iPodami – zbyt był mniejszy o 52 proc. niż rok wcześniej (ok. 6 mln szt.).
Najwyższe w historii spółki był także przychody w IV kw. 2013 r. – 57,6 mld dol. (rok wcześniej – 54,5 mld dol.). Zysk netto wyniósł 13,1 mld dol., tj. był taki sam jak w IV kw. 2012 r. Marża brutto producenta nadal utrzymuje się na wysokim poziomie – 37,9 proc. wobec 38,6 proc. rok wcześniej.
Apple prognozuje w I kw. 2014 r. 42 – 44 mld dol. przychodów i tu znów rozczarowanie, bo Wall Street spodziewało się średnio 46 mld dol. Jeden z analityków zauważa, że Apple potrzebuje innowacji – powinno zaprezentować nowości w takich obszarach jak oprogramowanie, płatności mobilne, reklama, aby pokazać, że ma szansę na wzrosty, ponieważ sprzedaż sprzętu może tylko spadać lub utrzymywać się na podobnym poziomie, co w porównywalnych okresach bilansowych.
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