Text/Zimu
Editor/Shi Tianhao
As the leading company in the mobile phone industry Apple , financial report data is the best proof of corporate strength. As before, the outside world's attention this time is also focused on the financial report of Apple .
On July 28, Apple released its third quarter financial report for the 2021 fiscal year. Financial report data shows that Apple 's total revenue in the third quarter was US$81.4 billion, a year-on-year increase of 36%, far exceeding the market's expectations of US$73.8 billion, a best third-quarter revenue in the company's history; net profit is US$21.7 billion, a year-on-year increase of 93%,; hardware product revenue is US$63.95 billion, a year-on-year increase of US$58.18 billion; revenue from service business was US$17.49 billion, a year-on-year increase of 33%, a year-on-year increase of US$16.32 billion; quarterly gross profit margin was 43.3%, also higher than expected 41.9%; quarterly operating profit was US$24.126 billion, a year-on-year increase of US$13.091 billion.
It can be said that this is a very impressive financial report, and all the data exceed market expectations. The reason why Apple 's financial report data is so eye-catching is that it cannot escape the support of Apple iPhone sales.
stunning financial report
Although Apple 5G mobile phones have been slower than Android manufacturers for almost a year, this does not affect the sales of iPhone 12. It has been the king since the release of the iPhone 12 series in October 2020, and has also allowed Apple to win the first place in the global 5G market.
It can be seen from the financial report data released by Apple that the iPhone has performed strongly and is still the main force in revenue. Financial report data shows that the total revenue of iPhone reached US$39.57 billion, an increase of 49.78% year-on-year from the Q3 last year, exceeding the market's expectations of US$34.5 billion.
Among the 10 best-selling models in the world in January 2021 announced by market research agency Counterpoint Research, Apple still continues its absolute dominance. The four iPhone 12 models (iPhone 12, iPhone 12 mini, iPhone 12 pro, and iPhone 12 pro max) are all on the list, among which iPhone 12 firmly ranks first, with iPhone 12 pro max and iPhone 12 pro closely following, ranking second and third.
and iPhone 11 still has good sales to date, ranking fourth after iPhone 12 pro; iPhone SE2 has also been popular with many consumers for its lower price, ranking tenth in the world; and iPhone 12 mini, although this phone is not favored by the outside world, it still earns the eighth in the world sales.
You should know that Apple 's third fiscal quarter in previous years was the off-season for iPhone sales, because it was only two or three months before the release of the new iPhone, while the previous generation of iPhone has been released for nearly a year. In this rather embarrassing period, iPhone 12 can still maintain good sales growth.
The reason is that thanks to the popularization of 5G networks, strong operator promotions and users' demand for 5G networks have become one of the main reasons for iPhone hot sales. Counterpoint Research says one-third of the iPhone 12 sales come from the United States, and the iPhone 12 pro max is the best-selling model in the United States. Cook, CEO of Apple , also confirmed this. He said that on a global scale, most of the market are still in a very early stage and the penetration rate is not high, but high-end buyers are also purchasing Apple products for future deployments. Their mobile phones may last for two years or longer, so 5G is also one of the important reasons why they buy Apple products.
In addition, since the iPhone 12 was launched a little later than in previous years, this also continued its hot sales momentum. In addition, the hot sales of iPhone 12 are largely due to the contribution of the Chinese market.
As we all know, China has now become the world's leader in 5G technology, and users have a stronger demand for 5G. The iPhone 12 series' addition to 5G technology for the first time has been released in the strong demand of users. In addition to the limitation of Huawei chips, Apple has further expanded the Chinese market and surpassed Huawei.
Huawei was killed, Apple followed the "gain"
Previously, Huawei Consumer Business CEO Yu Chengdong forwarded an article titled "Fallen from Huawei, eat a lot of Apple ", and wrote: In just less than two years, the United States imposed four rounds of sanctions on Huawei, one round more vicious, forcing Huawei's consumer business to extreme difficulties and unable to ship, and the high-end market was mainly given to Apple company. The same is true for
. The sharp increase in iPhone sales of Apple company is largely due to the "popularity" of Huawei.
First of all, the growth rate of Greater China in the Apple financial report data is eye-catching; Apple third-quarter financial report data shows that Apple achieved double-digit percentage growth in all regions, among which Greater China performed strongly. The revenue of the American sector in the quarter was US$35.87 billion, an increase of 32.7% compared with US$27.018 billion in the same period last year; the revenue of the European sector was US$18.943 billion, an increase of 33.7% compared with US$14.173 billion in the same period last year; the revenue of Greater China was US$14.762 billion, an increase of 58% compared with US$9.329 billion in the same period last year; the revenue of the Japanese sector was US$6.464 billion, an increase of 30% compared with US$4.966 billion in the same period last year.
Although Europe and America are still the main sales force of Apple , the revenue growth in Greater China is particularly eye-catching. For the good growth performance of the Chinese market, Apple CEO Cook said, "Greater China's third-quarter growth also hit a record high in the same period. We are full of pride in this company. We strive to provide consumers with the best service. Users are for iPhone 12 pro and iPhone 12 pro The reverse of max is very strong, so the sales are very good. "
Secondly, Huawei's mobile phone development is hindered. Apple has become the biggest beneficiary; Due to Huawei's rapid development in all aspects, it has become a "thorn in the eyes" of other countries. Huawei has suffered not only serious setbacks in overseas markets, but the "chip ban" has also caused Huawei's mobile phone sales to fall directly from the altar. In the second quarter of 2020, Huawei rose all the way and directly surpassed Samsung to win the world's first place, but now Huawei's global mobile phone market share ranking has declined to sixth in the world, and the myth of Huawei's sales reaching the top has broken.
There are not many choices in the domestic high-end smartphone market. In addition, Huawei's high-end flagship mobile phones are suffering from chip shortage. Huawei has not adopted a price reduction strategy as before, which has made the iPhone 12 a reason for many consumers to purchase. According to the market share data of China's mobile phones released by Canalys, in January-March 2021, Apple achieved significant growth in China's high-end market; among which the 8,000 yuan level above the 8,000 yuan level, the growth rate was as high as 260.3%; the 4,000-5,000 yuan level, the growth rate was as high as 196.8%. Coupled with the various suppressions that Huawei has suffered, it has lost its vitality, and the high-end market share vacant in China just gives Apple an opportunity to take advantage of.
Finally, domestic brands in the domestic high-end mobile phone market are unable to compete; Huawei's lost high-end market share is being swallowed up step by step by step by Apple , and it is still unknown who among domestic mobile phones will be the next brand in the high-end market. According to Canalys data, the top five mobile phone shipments in the world are Samsung, Xiaomi , Apple , OPPO, and vivo, with market share of 19%, 17%, 14%, 10%, and 10% respectively; the growth rate of Xiaomi was 83%, and OPPO and vivo increased by 28% and 27% respectively.
above, it can be seen that the reasons for the rapid growth of domestic mobile phones in my country are all due to the support of overseas markets. The end of Huawei brand has caused the domestic high-end market share to be shared by Samsung and Apple . According to 618 sales data in 2021, Apple iPhone 12 firmly ranks first in the mobile phone sales list, which is also the few mobile phone products on the list with a price of more than 4,000 yuan. High-end mobile phone products such as Xiaomi 11 U1tra and OPPO Find X3 Pro, which are priced above 4,000 yuan, have not been on the list. As for who will replace Huawei and become the next brand in the high-end market, MiOV has a chance. Judging from the current situation, it will take time to compete with , Apple, and .Behind the impressive data of
, Apple cannot hide its worries. As we all know, the global mobile phone market is facing the problem of chip shortage, and Apple cannot escape this disaster. Apple in its third fiscal quarter financial report for fiscal year 2021 warned that the growth rate of the next fiscal quarter may slow down. Therefore, the chip shortage problem is not only a problem that Huawei has to face, but also a problem that the entire industry has to face.
"chip shortage" is still an insurmountable gap
Through the third quarter financial report of Apple , it can be seen that compared with other services of Apple , the growth rate of Mac and iPad has declined, with Mac's revenue of US$8.235 billion, a year-on-year increase of 16%; iPad revenue was US$7.368 billion, a year-on-year increase of 12%. In this regard, Cook, CEO of Apple , explained that the sales volume of both is limited due to the shortage of secondary chips used in Mac and iPad.
In fact, the problem of chip shortage has been revealed in various industries.
Problem 1: The chip shortage caused serious differentiation of the electronics sector; According to data sorted out by Yangcheng Evening News, the current chip shortage problem has caused the accelerated differentiation of the electronics sector, and the profits of upstream semiconductor companies have increased significantly. For example, Fuman Electronics' net profit increased by 1124%-1247% year-on-year in the first half of the year, and Huilun Crystal and Gongda Electroacoustics are expected to increase by more than 1,000%; while the downstream consumer electronics sector is relatively weak, and Lingyi Intelligent Manufacturing and Baoming Technology both predicted a year-on-year decline in net profit.
is also affected by the "chip shortage". According to data from the Institute of Information and Communications Technology, the overall shipment of Chinese mobile phone market in April was 27.486 million units, a year-on-year decrease of 34.10%; it continued to be sluggish in May, with shipments falling by 32% year-on-year. The Institute of Information and Communications Technology believes that mobile phone shipments have declined year-on-year for two consecutive months, mainly due to the tight supply of mobile phone chips in the industrial chain.
Question 2: Tesla and Apple cannot survive the chip shortage; Tesla CEO Musk said in a financial conference call on July 26 that " Tesla began to raise concerns about chip shortage, and supply chain challenges will continue to exist in the second quarter, especially the global chip shortage problem is still serious. The growth of Tesla will depend on the most difficult parts of the supply chain, including the various chips used."
and Apple also warned on July 27 that due to the deterioration of chip shortage on its production of Mac computers and iPad tablets, it has affected the production of smartphones and iPhones. It is expected that the revenue growth rate in the fourth quarter ended September will slow compared with the previous quarter. The global chip shortage of
is still continuing. Apple company emphasized the chip shortage problem as early as the second fiscal quarter. After the second fiscal quarter financial report was released, Cook emphasized on a conference call, "In the future, there will still be some challenges in meeting our production capacity needs. Most of our problems are mainly to use old chip manufacturing technology to manufacture semiconductor components."
. Just after the third quarter financial report was released, Cook's tone seemed to be tighter. In the conference call, he said, "As for how long the supply constraints will last, I will not give a specific prediction today. We will still look at it in the first quarter and quarter. As everyone expected, we will do our best to try to solve all the problems we encountered."
In addition to this, Apple is also frequently involved in antitrust disputes. In August 2020, the Federal Antitrust Bureau ruled that the Apple 's application store gave Apple an unfair advantage in the digital application economy, and Apple was fined $12 million by the court; on February 17, 2021, Fortnite maker Epic Games launched an antitrust lawsuit against Apple against Apple for the unfair application store rules of Apple ; and recently, two developers, Coronavirus and Calid Inc, protested against Apple , and Apple will face regulatory risks again.
so-called "If you want to wear a crown, you must bear the weight." In the current form, technology changes in the industry and the old and new are alternating. Apple is at a very important juncture at this time. This is both a peak and a dangerous cliff. Potential problems such as core shortage and anti-monopoly disputes are like sharp knives hanging above the head of Apple . There is a risk of falling at any time if you are not careful.
