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| 北京王府井的一家蘋果商店（2014年10月） |
去年9月上市的iPhone 6和6 plus表現強勁，銷量增長46%，達到7446萬部，創出了歷史新高。雖然美元升值對海外業務的盈利構成逆風，但由於單價較高的6和6 plus的銷量增加，利潤率得到改善。此外，個人電腦「Mac」的銷量也增長14%，達到551萬部。由於終端的普及，應用程序市場的銷售額增長41%。
另一方面，平板電腦「iPad」持續低迷，銷量減少18%，降至2141萬部。在電話記者會上，首席執行官（CEO）提姆·庫克分析稱，「與（大螢幕）iPhone和Mac形成了市場競爭關係」。
按地區銷售額來看，中國佔比超過20%。iPhone在華銷量增加至2倍以上，起到了拉動作用。而美洲增長23%，歐洲增長20%，均顯示出較高增速。而巴西銷售也表現強勁。
預定年初開始銷售的手錶型終端「Apple Watch」由於電池改良等原因，上市時間被推遲。庫克CEO明確表示「4月開始出貨」。
（兼松雄一郎 矽谷報導）
中國愛蘋果！
Apple內地收入雙倍有突
Apple內地收入雙倍有突
| Apple今個財政年度首季成績優異，有賴全新iPhone與iPad，加上年尾傳統消費旺季加乘，季度收入兼純利創紀錄新高，其中中國大陸消費數字增長最為顯著，比起上年同期升達70%，而比起上季更達157%。 |
| 今個季度截止至2014年12月27日，當時新品不但有iPhone 6、iPhone 6 Plus，還經已推出iPad Air 2、iPad min 3、5K iMac和Mac mini。 Apple本季收入為746億美元，近7成來自iPhone。南北美洲為主要收入來源，佔總額4成；中國大陸次之，佔逾2成。亞太其他地區收入比起上季亦錄得雙倍以上升幅，達145%。 可是，iPad同iPod未見起色，雖有年尾連環節慶帶挈，令銷量及收入大增；不過，比起上年同期，iPad已賣少近2成；而iPod更已消失，列入「其他產品」之中，此為今季財政報告另一個負數項目，收入比上年微跌5%。 |
Apple Reports Record First Quarter Results
Highest-ever revenue & earnings drive 48% increase in EPS
Growth led by record revenue from iPhone, Mac & App Store
CUPERTINO, California—January
27, 2015—Apple® today announced financial results for its fiscal 2015
first quarter ended December 27, 2014. The Company posted record
quarterly revenue of $74.6 billion and record quarterly net profit of
$18 billion, or $3.06 per diluted share. These results compare to
revenue of $57.6 billion and net profit of $13.1 billion, or $2.07 per
diluted share, in the year-ago quarter. Gross margin was 39.9 percent
compared to 37.9 percent in the year-ago quarter. International sales
accounted for 65 percent of the quarter’s revenue.The results were fueled by all-time record revenue from iPhone® and Mac® sales as well as record performance of the App Store℠. iPhone unit sales of 74.5 million also set a new record.
“We’d like to thank our customers for an incredible quarter, which saw demand for Apple products soar to an all-time high,” said Tim Cook, Apple’s CEO. “Our revenue grew 30 percent over last year to $74.6 billion, and the execution by our teams to achieve these results was simply phenomenal.”
“Our exceptional results produced EPS growth of 48 percent over last year, and $33.7 billion in operating cash flow during the quarter, an all-time record,” said Luca Maestri, Apple’s CFO. “We spent over $8 billion on our capital return program, bringing total returns to investors to almost $103 billion, over $57 billion of which occurred in just the last 12 months.”
Apple is providing the following guidance for its fiscal 2015 second quarter:
- revenue between $52 billion and $55 billion
- gross margin between 38.5 percent and 39.5 percent
- operating expenses between $5.4 billion and $5.5 billion
- other income/(expense) of $350 million
- tax rate of 26.3 percent
Apple’s board of directors has declared a cash dividend of $.47 per share of the Company’s common stock. The dividend is payable on February 12, 2015, to shareholders of record as of the close of business on February 9, 2015.
Apple will provide live streaming of its Q1 2015 financial results conference call beginning at 2:00 p.m. PST on January 27, 2015 at www.apple.com/quicktime/qtv/earningsq115. This webcast will also be available for replay for approximately two weeks thereafter.
This press release contains forward-looking statements including without limitation those about the Company’s estimated revenue, gross margin, operating expenses, other income/(expense), and tax rate. These statements involve risks and uncertainties, and actual results may differ. Risks and uncertainties include without limitation the effect of competitive and economic factors, and the Company’s reaction to those factors, on consumer and business buying decisions with respect to the Company’s products; continued competitive pressures in the marketplace; the ability of the Company to deliver to the marketplace and stimulate customer demand for new programs, products, and technological innovations on a timely basis; the effect that product introductions and transitions, changes in product pricing or mix, and/or increases in component costs could have on the Company’s gross margin; the inventory risk associated with the Company’s need to order or commit to order product components in advance of customer orders; the continued availability on acceptable terms, or at all, of certain components and services essential to the Company’s business currently obtained by the Company from sole or limited sources; the effect that the Company’s dependency on manufacturing and logistics services provided by third parties may have on the quality, quantity or cost of products manufactured or services rendered; risks associated with the Company’s international operations; the Company’s reliance on third-party intellectual property and digital content; the potential impact of a finding that the Company has infringed on the intellectual property rights of others; the Company’s dependency on the performance of distributors, carriers and other resellers of the Company’s products; the effect that product and service quality problems could have on the Company’s sales and operating profits; the continued service and availability of key executives and employees; war, terrorism, public health issues, natural disasters, and other circumstances that could disrupt supply, delivery, or demand of products; and unfavorable results of other legal proceedings. More information on potential factors that could affect the Company’s financial results is included from time to time in the “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” sections of the Company’s public reports filed with the SEC, including the Company’s Form 10-K for the fiscal year ended September 27, 2014, and its Form 10-Q for the fiscal quarter ended December 27, 2014 to be filed with the SEC. The Company assumes no obligation to update any forward-looking statements or information, which speak as of their respective dates.
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.
美國蘋果公司2014年4季度的利潤大幅刷新歷史最高記錄。其原動力來自包括新款大螢幕的6和6 plus在內的智慧手機「iPhone」。除美國外，蘋果還在已成為全球最大智慧手機市場的中國發起了攻勢，正逐漸形成與小米等中國廠商分庭抗禮的格局。
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尤其在中國，iPhone的銷量翻了一番。大螢幕款的6和6 plus人氣火爆，以應用軟體和産品設計為武器的品牌戰略産生了效果。蘋果在中國的銷售額增加了70%，佔到整個中國市場的21.6%，這一佔比也創下歷史新高。
在智慧手機及平板電腦等便攜終端市場上，因新興廠商的加入等，銷售單價急速下滑。中國市場的競爭尤為激烈。據美國調查公司IHS Technology統計，2014年整個中國市場的智慧手機供貨量首次突破4億部。其規模佔到全世界的近40%。
在如此巨大的市場上，給人性價比合適印象的中國智慧手機廠商小米在2014年首度躍居榜首。小米將産品價格主要設定在699～1999元之間，帶動銷量大增，市佔率較2013年提高了近10個百分點。
此前位居中國市場榜首的三星電子由於在各個價位上推出産品，受到小米等以低價為武器的新興廠商的擠壓。而蘋果只瞄準高價位産品，奉行除非老舊機型否則不降價的戰略，因而守住了「品牌」價值。在混戰狀態的中國市場上，成功地置身於價格戰之外。
蘋果還在歐美市場奪走了三星的市佔率。在iPhone」換購預備軍」較多的美國市場，蘋果通過投放6和6 plus來防止iPhone用戶流失。據英國調查公司統計，蘋果在美國智慧手機市場的份額在2014年9～11月達到了近一半。在歐洲主要國家，蘋果的市 佔率也不斷增加。
不過，也存在不確定因素。蘋果之所以在中國市場有如此勢頭，是因為全球最大移動運營商中國移動通信從2014年1月開始銷售iPhone。預計這股東風會逐漸減弱。競爭對手三星最早將於今年3月發佈對設計有所改進的新款薄型智慧手機，估計會借此發起反攻。
（兼松雄一郎 矽谷、中村裕 廣州報導）
