Apple mythology collapsed, iPhone's first drop in unit sales and quarterly earnings declined for the first time in 13 years



Apple announced settlement of accounts for the second quarter of 2016 (January to March 2016). Since the first iPhone, the number of iPhones sold that has continued to increase has drastically decreased, and the profit of the entire business also fell for the first time since 2003, the first time since 2003.

Apple - Press Info - Apple Reports Second Quarter Results
http://www.apple.com/pr/library/2016/04/26Apple-Reports-Second-Quarter-Results.html

Apple reports FY second quarter earnings
http://www.cnbc.com/2016/04/26/apple-reports-fy-second-quarter-earnings.html

Slower iPhone, iPad, and Mac sales drive Apple's revenue down in Q2 2016 | Ars Technica
http://arstechnica.com/apple/2016/04/slower-iphone-ipad-and-mac-sales-drive-apples-revenue-down-in-q2-2016/

Apple sees its revenue decline for the first time in 13 years | The Verge
http://www.theverge.com/2016/4/26/11510312/apple-q2-second-quarter-2016-earnings

Apple's second-quarter earnings for the second quarter of 2016 totaled $ 50.56 billion (about 5.6 trillion yen), a decrease of 13% compared to the same period last year, with net income declining 23% to 10.520 billion dollars (About 1.2 trillion yen) and earnings per share was $ 1.9 (about 210 yen).


Apple's stock price fell by more than 8% in overtime transactions at the same time as settlement announcement, as this content fell below the market forecast of sales of 51.97 billion dollars and 2 dollars per share. This overtime loss will exceed the market capitalization of 391 companies out of 500 companies of S & P.


The contents of the accounts are like this. The slump of the iPhone with the existence of "dollar box" accounting for nearly 70% of the total revenue comes to light.


Below is a chart created by the news site Ars Technica. The unit sales in the second quarter of 2016 was 51.2 million units, which is down 16% since it was 61.2 million units in the same period last year. The iPhone, which has always recorded an increase in sales volume since the launch, has finally become a negative year-on-year comparison.


This is a graph of sales by product. Not only iPhone but also iPad, Mac are negative compared with the same period of the previous year. "Services" such as applications and "Other Products" including Apple Watch keeps positive.


Trends in sales by region. Negative in the Americas, Europe, China, Asia, Japan only plus.


Graph of the percentage of sales in the second quarter of 2016. The iPhone still shows a high ratio of 64.99%, and you can see that Apple 's profit structure is relying on the iPhone.


Trends in iPhone unit sales are characteristic graphs that are greatly rising in the first quarter when the new iPhone is released.


This is the change in the number of iPad sales. You can see that the iPad sales volume is decreasing compared to the iPhone.


Mac is falling sharply.


This is a graph showing the growth rate of Apple sales generated by The Verge IT news site as compared with the same period last year. Sales that became negative for the first time in 2003 in the second quarter of 2016 are expected to be negative in the third quarter of 2016.


The slump of the iPhone is that the iPhone 6s released in September 2015 was not expected to change as the previous model iPhone 6 In addition to the fact that it became a huge market next to the United States Sales in China are large It is considered to be caused by depression. Apple also launched iPhone SE on March 31, 2016 to increase sales of iPhones in emerging markets including China, but because the closing of the second quarter of 2016 is March 26, the iPhone SE The figures in this column are not included in this settlement of accounts.

This is a tweet showing the heterogeneity of the presentation of this year's financial results. I point out that Apple's favorite "Record" character has disappeared from the release title.


Apple still boasts a profitable structure of stone stone, such as quarterly profit exceeding 1 trillion yen, but because "too much hurdles are stuck from the market," the collapse of iPhone myths " It seems that it is received as shocking.

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