IPhone X a profit win­ner for Ap­ple


AP­PLE has re­ported record rev­enues and profit for the last three months de­spite a fall in iPhone sales over the Christ­mas pe­riod. In its lat­est quar­terly fi­nan­cial re­sults, the tech­nol­ogy gi­ant re­ported rev­enue of $US88.3 bil­lion ($109 mil­lion), up from $US78.4 bil­lion in the same pe­riod last year. The re­sults also re­vealed a record quar­terly profit of $20.1 bil­lion, de­spite sales fig­ures an­nounced re­veal­ing a drop in iPhone sales on the same pe­riod last year. Ac­cord­ing to the re­port, Ap­ple sold 77.3 mil­lion iPhone de­vices in the fi­nal three months of 2017, down on the 78.3 mil­lion sold in the same pe­riod a year ear­lier. This is de­spite the launch of the iPhone X in Novem­ber, the phone that marked the 10-year an­niver­sary of the iPhone and fea­tured the de­vice’s first allscreen front panel and fa­cial recog­ni­tion tech­nol­ogy. The de­vice is also the most ex­pen­sive iPhone Ap­ple has made. It is this higher price that has led to in­creased prof­its de­spite the sales dip. Ap­ple chief ex­ec­u­tive Tim Cook said: “We’re thrilled to re­port the big­gest quar­ter in Ap­ple’s his­tory, with broad-based growth that in­cluded the high­est rev­enue ever from a new iPhone line-up. “iPhone X sur­passed our ex­pec­ta­tions and has been our top-sell­ing iPhone ev­ery week since it shipped in Novem­ber. “We’ve also achieved a sig­nif­i­cant mile­stone with our ac­tive in­stalled base of de­vices reach­ing 1.3 bil­lion in Jan­uary.” Else­where in Ap­ple’s re­sults, iPad sales rose by 1 per cent but sales of Mac com­put­ers fell by 5 per cent. The com­pany’s next prod­uct, the in­tel­li­gent home mu­sic speaker HomePod, which in­cludes the firm’s vir­tual as­sis­tant Siri, goes on sale in Aus­tralia on Fe­bru­ary 9. Mean­while, Ap­ple has pre­viewed the up­com­ing re­lease of its new iPhone op­er­at­ing soft­ware, rolling out new aug­mented re­al­ity ca­pa­bil­i­ties, new An­i­moji char­ac­ters for the iPhone X and a bat­tery up­date to ap­pease dis­grun­tled con­sumers. The soft­ware up­date, iOS 11.3, is set to con­tinue the tech gi­ant’s push into aug­mented re­al­ity tech­nol­ogy with im­prove­ments to the iPhone’s ARKit. In ad­di­tion to hor­i­zon­tal sur­faces like ta­bles and chairs, ARKit can now recog­nise and place vir­tual ob­jects on ver­ti­cal sur­faces like walls and doors, Ap­ple said. It can also more ac­cu­rately map ir­reg­u­lar-shaped sur­faces. For iPhone X own­ers, the up­date will in­clude four new An­i­moji char­ac­ters: a lion, bear, dragon and skull. In iOS 11.3 Ap­ple is pro­vid­ing the abil­ity for cus­tomers to ac­cess their health records and data in the Health app pro­vided their doc­tor is from a “par­tic­i­pat­ing med­i­cal in­sti­tu­tion”. The health records data is en­crypted and pro­tected with a pass­code. But the most notable change for many con­sumers is what the tech gi­ant is do­ing to be more trans­par­ent about its role in the bat­tery life of iPhones. The soft­ware up­date will add new fea­tures to show bat­tery health and rec­om­mend if a bat­tery needs to be ser­viced. Users will be able to find the fea­ture un­der Bat­tery in the Set­tings menu on an iPhone 6 or later.


RE­SULTS: Ap­ple chief ex­ec­u­tive Tim Cook says the iPhone has been profit win­ner for the tech gi­ant.

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