In the early morning of February 1, 2017, Beijing time, Apple Computer released the financial report for the first quarter of fiscal year 2017. Since the end of the fiscal year of Apple is the last Saturday of September each year (the end of fiscal year 2016 is September 24, 2016 and the end of fiscal year 2015 is September 26, 2015), each new The first quarter of the fiscal year corresponds to the three months of 10, 11, and 12 of the previous year. This happens to be the first three months after the launch of the new iPhone, combined with the help of the Christmas sales season, so generally speaking, Apple will produce the most dazzling data in the first fiscal quarter of each year, and this year is no exception. Once again, create history In the first quarter of 2017, Apple's net revenue reached 78.351 billion US dollars, more than the same period last year 75.872 billion US dollars, a record high; net profit of 17.781 billion US dollars, down 3% from 18.361 billion US dollars the same period last year In addition, this quarter's diluted earnings per share reached $3.36, which also hit a record high. Specifically, although iPad sales are still falling sharply (19% less year-on-year and 22% less revenue), the new MacBook Pro doesn’t significantly increase Mac sales (sales more than 1% year-on-year, and revenue is 7 %), Apple Watch still has no improvement (the revenue of its "Other Products" category fell 8%), but with a substantial increase in service revenue (including App Store, Apple Music, etc.) (18% YoY growth) and core Product iPhone (accounting for nearly 70% of revenue) has a steady increase, and Apple still has an outstanding report card. Sells 78.29 million iPhones in three months In the past three months, Apple sold a total of 78.29 million iPhones, slightly higher than 7477.9 in the same period in 2016 and 74.468 million in the same period of 2015, becoming the highest quarterly iPhone sales in history. It is worth mentioning that according to the statistics of Strategy Analytics, in the past quarter, Samsung mobile phone shipments fell by 77.5 million from 81.3 million in the same period last year due to the Galaxy Note7 security incident. Apple surpassed Samsung in this quarter and regained the championship in the smart phone market. In addition to sales growth, the iPhone has a very favorable data in this quarter: iPhone's average selling price (ASP) reached US$695, which is US$4 more than the same period of last year, mainly due to the higher selling price. High selling of iPhone 7 Plus. iPhone 7 Plus sells well Compared with the iPhone 7, iPhone 7 Plus retains the previous large-screen large battery features, but also equipped with a dual camera, in good light conditions can achieve better zoom effect, with the system's own [Portrait mode] The iPhone 7 Plus can also shoot photos with a shallow depth of field effect. In addition, iPhone 7 Plus also comes with 3GB of running memory, while the iPhone 7 has only 2GB. These changes have pushed the iPhone 7 Plus and iPhone 7 even further apart. Some users who originally planned to purchase the iPhone 7 may choose the higher-priced iPhone 7 Plus for dual cameras. According to Wall Street brokerage Cowen & Co, iPhone 7 Plus sold 24 million units in the quarter, which is much higher than the 15.5 million iPhone 6s Plus and 14 million iPhone 6 Plus in the same period of last year. In addition, Apple also slightly increased the price of the iPhone 7 Plus. Compared to iPhone 7 with the same capacity, iPhone 7 Plus is priced at US$120 (the National Bank’s difference is 1,000 yuan), and on previous two generations (iPhone 6/6 Plus, iPhone 6s/6s Plus), “Plus†The difference between the regular version and the regular version is only $100. "Dim" Greater China Apple's financial report is not all good news either. According to regional divisions, Apple’s revenue in Greater China fell by 12% year-on-year, making it the only one of the five regions to decline. Apple's unsatisfactory performance in Greater China is also reflected in the sales of its core iPhone product. According to the data released by Counterpoint a few days ago, in 2016, Apple lost the first place in the sales volume of Chinese smartphones, the first time in the past five years. Counterpoint stated that in 2016, the best-selling smartphone in China was the OPPO R9 with sales of 17 million, which accounted for 4% of the entire Chinese mobile phone market, while the iPhone 6s ranked second with a market share of 2%. Why does the world give Apple "sustained life", only Chinese consumers are no longer naive? The reasons are not difficult to explore. On the one hand, in the past year, domestic mobile phone brands have made great strides in product development, supply chain, marketing, and technology reserves. Huawei's P9, OPPO R9, vivo X9, Xiaomi 5 and many other hot items have been launched. . At the same time, with the maturity of the entire industry chain, in terms of user experience, iPhones that haven't changed much in three years are no longer overwhelmingly superior to domestic mobile phones. Therefore, it is not surprising that domestically-made mobile phones have been “attacking the city†in the two or three thousand yuan file while affecting the iPhone’s sales in the high-end market. However, on the other hand, in addition to Huawei, domestic mobile phone brands are still in a state of “stuffing up.†Especially in developed countries such as Europe and the United States, the influence of several mainstream mobile phone brands in China is still limited. Too much trouble. Taking the U.S. market as an example, according to data from Canalys, in the third quarter of 2016, the top five brands of U.S. smart phone sales were Apple, Samsung, LG, TCL, and ZTE (ZTE), which firmly dominate the Chinese market. In the top five global markets, Huawei, OPPO, and vivo have no short-listed brands. Instead, TCL and ZTE are two domestic manufacturers with limited presence in the country but have worked in the United States for many years. Through the cooperation with telecommunication operators, the US smartphone market can still be divided into one. Partially. Due to product positioning, patents (mainly money), after-sales system and other issues, the status of domestic brands in the US and Europe may be difficult to change in the short term, but in 2017, domestic mobile phone brands will face high-end market from Apple. More pressure. This year is the 10th anniversary of the initial iPhone release. According to our understanding, Apple is likely to release a new iPhone that is completely different from the past. For the upcoming “10th Anniversary†iPhone, Apple has previously locked in 40% of the Samsung AMOLED panel's production capacity. The “matching†3D curved glass cover plate is similar, and these advantages in the supply chain can allow Apple to design. Leading competitors' products and successfully mass production. In the face of such a product, in 2016, the "domestic mobile phone group" that tried to impact the high-end mobile phone market and achieved certain success plans to deal with it? This will be one of the biggest variables in the smartphone market in 2017.
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