Apple ate nougat last Christmas for a variety of reasons. Among them, the already familiar supply difficulties that have not been resolved, and the iPhone's low sales
Apple's Christmas campaign in the last four years saw a decrease in revenue of 5.5 percent while also reporting profits of 117.1 million dollars in the last quarter of 2022, which is expected to cost the company only about 121 million dollars.
For the first time since 2015, Apple has failed to meet its Christmas sales expectations, or at least 5%, despite a rise in profits in China or a reduction in Apple's manufacturing problems.
Both were dragged by a worldwide trend that has negatively affected sales of computers and mobile devices, including the introduction of new Macs and HomePods.
"We understand that Apple is not immune to these kinds of situations, from inflation to the outbreak in Eastern Europe to the long-term effects of the pandemic," said Apple's CEO. "We are thoughtful and deliberate."
Apple's earnings per share for the first quarter of 2023 are down 5% from the first quarter of this year, despite its rise.
And perhaps, from the company itself, the arrival of spring will be the turning point -and according to other estimated projections -. Where they expect an acceleration of iPhone revenue from March and an increase in revenue.
Apple generated 65.8 billion dollars in iPhone sales, three billion less than expected, compared to 71.6 billion the year before.
On the other hand, the Mac profited $7.74 billion, significantly less than expected, and marked a marked drop from 10.9 billion a year ago.
It earned $13.5 million, compared to $15.3 million expected last year.
The iPad made $9.4 million, exceeding the $7.8 million expectation on other devices. Some improvements were made in October, including a fresh model.
Apple Music increased by $1 per month, and Apple TV+ increased by $2. The category also includes services such as Arcade and News+.