The new iPhones just fail to strike the hearts of consumers. And so Apple, for the second time in a few months, is forced to run for cover. Cupertino has decided to cut production plans of iPhone XS and XS Max previously expected for the first quarter of 2019. The Japanese newspaper reveals it Nikkei Asian Review, citing the indications that would have been provided by the Cupertino giant to its suppliers.
The news, at least for the moment, does not seem to have had any repercussions on the stock, which on the Nasdaq gains 1,21 percent to 152,64 dollars.
In detail, Apple has established a 10% production cut that will affect all new models: not only the XS and XS Max, but also the iPhone XR, which had already been the subject of an initial shear last November.
According to data provided by the Japanese newspaper, in the first quarter of 2019 the production of new iPhones will drop from 47-49 million to 40-43 million units. Compared to the first three months of last year, the comparison is abysmal: in January, February and March 2018 it had sold 52,21 million copies, more than 20% more than expected for the current year.
We recall that, on January 2nd, Apple has decided to lower its revenue estimates due to the slowdown in sales in China, bringing the revenue target for the last quarter of 2018 to $84 billion compared to the previously expected $89-93 billion. The same decision, with the same reasoning, was announced by Samsung on January 7th.
Finally, it should be emphasized that the Cupertino company has announced that it will no longer reveal information on the number of units sold. A strategy aimed at hiding the decline in iPhone sales under the growth in turnover which, given the increase in the price of the devices in the last two years, continues, however, to rise. "We achieved net sales of $265,6 billion and operating income of $70,9 billion, each representing a 16% annual increase," announced Cupertino.
Latest news today: according to the documents presented to the SEC, despite the current difficulties, the annual salary of Apple CEO, Tim Cook, has risen by 22% to 15,7 million dollars.
