Apple rozczarował. Nowy pomysł dla firm
Apple pracuje nad nową inicjatywą, by zwiększyć sprzedaż w przedsiębiorstwach. Poinformowano o niej, gdy popyt na iPhone'y oraz prognoza na I kw. br. okazały się niższe od oczekiwań.

Apple pracuje nad inicjatywą "Apple at Work" w celu zwiększenia sprzedaży produktów koncernu w przedsiębiorstwach – poinformował dyrektor finansowy Apple'a, Luca Maestri.
"Zasoby zarówno Apple'a jak i od naszych partnerów handlowych umożliwią zespołom IT przedsiębiorstw oraz odpowiedzialnym za zaopatrzenie szybsze nabywanie lub dzierżawę produktów Apple'a, usprawnienie konfiguracji iPhone'a, iPada i Mac'a oraz zapewnienie bezproblemowej pracy pracownikom" – powiedział Maestri, nie podając bliższych szczegółów.
Program na początek wprowadzono w USA we współpracy z jednym z dużych resellerów. W tym roku ma być poszerzany na kolejne regiony.
"Apple at Work" to kolejna próba koncernu zwiększenia sprzedaży w sektorze enterprise. W ostatnich latach w tym celu zawarto partnerstwa z IBM, Cisco i SAP. W ramach aliansów firmy przygotowują rozwiązania korporacyjne i usługi na system iOS. To oferta głównie dla dużych organizacji.
iPhone'y: mniej, ale drożej
W tym tygodniu Apple podał wyniki finansowe za ostatni kwartał ub.r. Sprzedaż iPhone'ów była niższa niż oczekiwano.
W IV kw. ub.r. na rynek dostarczono 77,3 mln iPhone'ów, tj. o ok. 1 mln szt. mniej niż rok wcześniej i jeszcze mniej niż w prognozie analityków (80 mln szt.), co zrodziło obawy, że sprzedaż nowego modelu traci rozpęd. Jednak średnia cena (ASP) iPhone'a skoczyła do 796 dol., tj. blisko 2,7 tys. zł (o 40 dol. więcej niż oczekiwano), co zrównoważyło ??mniejszą sprzedaż w ujęciu ilościowym. To efekt wprowadzenia na rynek modelu X, który jest droższy niż poprzednie. Dyrektor finansowy Apple'a uspokaja, że w I kw. br. firma spodziewa się dwucyfrowego wzrostu obrotów na iPhone'ach wobec ub.r. Jednak wcześniej pojawiły się informacje o cięciu zamówień na nowe modele, co wskazuje na to, że popyt nie jest tak duży, jak spodziewał się koncern.
Spadła także sprzedaż komputerów Mac w IV kw. – o 5 proc.
Drogi iPhone X poprawił jednak bilans obrotów i zysków na poziom powyżej oczekiwań analityków. Firma odnotowała w minionym kwartale 88,3 mld dol. przychodów (+13 proc.) i 3,89 zysku na akcję (+16 proc.), tj. kwotowo 20,06 mld dol.
W mniejszej skali niż się spodziewano wzrosły natomiast przychody z usług w ujęciu rok do roku (8,4 mld dol. wobec 8,6 mld dol. w prognozie analityków), co Apple tłumaczy krótszym niż rok wcześniej kwartałem finansowym. Ale obroty na usługach były niższe nawet wobec III kw. ub.r.
W I kw. br. Apple przewiduje od 60 do 62 mld dol. przychodów oraz 38 do 38,5 proc. marży brutto. To kolejne rozczarowanie. Analitycy oczekiwali średnio 65,7 mld dol. i 38,9 proc.
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Europejski rynek smartfonów zanurkował o 16 proc.
„Ogólny klimat w Europie jest nadal ponury" - komentuje analityk.
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