Apple’s Q2 18 results are out, and to say it was an fascinating quarter is an understatement to say the least.
See additionally : Don’t buy these Apple products (May 2018 edition)
Let’s begin with Apple’s flagship product — the iPhone.
Whereas year-on-year progress of solely three % would possibly on the face of it appear weak, the 14 % progress in income over that point is robust. ASP (Common Promoting Value) for the iPhone is up from $655 for the year-ago quarter to $728 over the last quarter.
The iPhone X, which went on sale again in November, is priced between $999 and $1,149, relying on configuration, which is a minimum of $150 greater than any earlier iPhone beginning worth. Nevertheless, it is also vital to keep in mind that the iPhone eight and iPhone eight Plus each noticed a worth bump of $50 every, which additionally provides to the ASP enhance.
Each of those components clearly contributed to the rising ASP. Nevertheless, Apple CEO Tim Cook dinner was eager to level out that the iPhone X is a powerful vendor:
“Prospects selected iPhone X greater than every other iPhone every week within the March quarter, simply as they did following its launch within the December quarter.”
Apple’s gamble that folks would pay extra for an iPhone is clearly paying off. And it is shifting Apple away from counting on ever-increasing unit gross sales.
Issues are additionally fairly good on the iPad entrance. Once more, whereas year-on-year progress is small – solely 2 % – this resulted in a income enhance of 6 % over the identical interval. iPad ASP for the final quarter stood at $451, in comparison with $436 for Q2 17.
Placing the gross sales figures one other approach, Apple offered round one iPad for each 5 iPhones it offered. Not dangerous for a product that many write off as useless.
Issues did not bode so properly for the Mac, with unit gross sales down three %, and income flat lining in comparison with Q2 17. ASP for the Mac is up barely from $1,392 in Q2 17 to $1,434.
Regardless of gross sales falling, it is vital to keep in mind that Macs pulled in additional income over the quarter than the iPad did ($5.eight billion vs. $four.1 billion)
However if you wish to see spectacular progress, we now have to look past the iPad and the mac, and even the titan that’s the iPhone, and take a look at Apple’s “Companies” class (which incorporates digital content material and companies, AppleCare, Apple Pay, licensing and different companies) and “Different Merchandise” (which incorporates gross sales of AirPods, Apple TV, Apple Watch, Beats merchandise, HomePod, iPod contact and different Apple-branded and third-party equipment). These classes noticed year-on-year income progress of 31 and 38 % respectively.
Now that is sturdy progress.