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The sales of the iPhone X down, Apple still nods to profit

On November 3, 2017, Apple's "fans" in Australia rushed to buy an iPhone X on the Apple Store. The new look, with a face that seems to contain only a screen without protective shell, attracts a lot of people, even if the variant is available from $ 999.

However, this is not the case of Steve Wozniak, the person who founded Apple in 1976 with Steve Jobs.

"For some reason, the iPhone X is the only iPhone series that I will not buy the first day of availability on the market" said me.

The attitude of "The Woz" could be a sign. iPhone X, the latest version released in 2018, iPhone XS and iPhone XR, is on the market losing momentum. As reported by the Wall Street Journal, Apple has recorded "fewer requests for units than estimates."

Apple could not predict with certainty the next selling price of the iPhone X. As a result, Apple has decided to reduce the production of the iPhone X series for the future. The iPhone XR, the cheapest variant of the iPhone X, has the biggest destiny. At the end of October 2018, Apple reduced by one third the production of units on 70 million units.

Apple's three partner companies have assigned iPhone X. Still according to a Wall Street Journal report, Qorvo Inc., Lumentum Holding Inc. of Japan Display Inc., felt a decline in quarterly profits following the failure of the iPhone. In fact, the three companies realized a third of their profits through the production of spare parts for Apple.

Foxconn, Apple's largest manufacturing company, even had to give up thousands of workers before leaving because there was no serious work at the factory.

"Doing business with Apple is very dangerous because they often do not keep their promises [in order of unity]," said a Wall Street Journal source.


According to rumors, Apple would also have a problem with one of its major component suppliers, Samsung SDI, for the sluggish sales of the iPhone X. Samsung SDI is the creator of the OLED panel for the iPhone X. As Apple does not can not confirm the number of units produced, it is difficult to order them from Samsung SDI. Samsung SDI requires the purchase of a certain amount of OLED panels.

According to data collected by Statista, 2018 has been a lucky year for Apple. Their tax data in 2018 shows that Apple is struggling to sell its iPhone. In 1-2018, Apple sold 77.3 million units of the iPhone. Then, sales dropped to 52.2 million units in the second quarter of 2018. Do not stop there, at 3-2018, the iPhone still dropped to 41.3 million units. In the 4-2018 quarter, iPhone sales increased slightly to 46.8 million units.

One of the reasons for the slight increase in iPhone sales in the last quarter of 2018 is due to the holding of a unique evening or shopping night on November 11 (11.11). According to a report by CNBC, Apple has achieved sales of 100 million yuan, or $ 14.3 million in one day.

Neil Shah, director of research at Counterpoint Research, said the result was "a positive sign for Apple because Xiaomi or Huawei are usually the best brands in the Single Day market." In addition, Shah said that "as the iPhone XS and iPhone XR are very expensive, consumers expect a discount evening to buy the product."

Despite the drawbacks of sales, in another Wall Street Journal report, the company with the quilted apple logo received a good income.

According to the latest financial results of 2018, Apple has reported a net profit of $ 14.1 billion of $ 62.9 billion, an increase of about 20% over the same quarter of the previous year.

According to the report, one of Apple's key remains profitable even though sales are trending down, which is their strategy to boost iPhone prices.

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