Apple's record results, cheaper products in order?

Again, time is the party side of Cupertino where, despite a lackluster growth, Apple has just announced another quarter of growth. In the three months ended September 26, the company claims in effect a turnover of 9.87 billion dollars, compared to 7.9 billion recorded a year earlier. The net income was 1.67 billion against 1.14 billion the same period in 2008, coupled with a gross margin of 36.6%. Apple suggests having completed 46% of its international sales (outside U.S.).

3 million Mac

For the fourth quarter of fiscal Apple, which marks the return of Steve Jobs at the helm, the Mac is a real party, with 3.05 million units sold in the quarter, an increase of 17% one year. The laptops boost this segment they represent 74%, with shipments up 35% year on year, while desktop computers are experiencing a decline of 16%. Demand was particularly strong in Europe, said Peter Oppenheimer, Apple's CFO, particularly in Spain or Italy, where sales rose more than 40%.

A phenomenon is explained by Apple by the following factors: lower prices applied to the MacBook Pro range and the arrival of Snow Leopard, with sales (box version) were five times higher than those of his time in Leopard on the first five weeks of marketing.

The iPhone is no exception: 7.4 million pieces were sold in these three months, a score up 7% on a year for a total of 21 million terminals throughout the exercise. Only one record iPod sales decline by 8% a year, with 10.2 million players sold in the quarter.

One thing that Apple does not consider calmly the holiday season to season, traditionally one of the most lucrative ever. For what will be its first fiscal quarter 2010, Apple expects revenues of between 11.3 and 11.6 billion dollars, with earnings per share from 1.70 to 1.78 dollars.


Cheaper products, or more for the same price?

"For new products we already have or that we announce, we will deliver even more value to consumers with products that have a lower gross margin than their predecessors," warned Peter Oppenheimer at a conference call.

A gross margin decline can be explained by two phenomena: the rise of the purchase price of components and materials, or increase the value proposition, no direct correlation with the final sale price. In other words, better-equipped machines for the same price or cheaper computers to composition equivalent. This fuels the rumors that announce the imminent update iMac configurations, and why not, Mac Mini or MacBook Pro.