The new iPhone save the Apple growth

The arrival of the iPhone 5S and 5C late September closed the gap in sales and improved profits. The year 2014 promises to be still difficult to Tim Cook who must quickly find new sources of growth.

Apple has just completed its fiscal year 2013 (ending September) on the results lackluster. The Apple brand is increasingly dependent on sales of the iPhone and iPad at the end of the calendar year that corresponds to its fiscal first quarter. The arrival of the iPad mini was supported sales over this period and the next, until March 2013. But the quarter April-June was quite depressed. The results of the fourth fiscal quarter published yesterday are reassuring. The growth in sales from one year to another for the last quarter was 4% through the sale of 33.8 million iPhone (+26%). All other ranges of equipment are down in volume: -13%  for iPad and  -15% for Mac.

The introduction of new iPhone 5S 5C and the first deliveries could take place as of September 20, undoubtedly saved the day. With 9 million units sold on the first weekend on sale on Apple's main markets, and even quarter fiscal year 2013 ending on a small sales growth.

Tim Cook was able to show slightly better than expected results and be more optimistic about the current quarter. Sales could reach 58 billion dollars (advances a 55-58 range) against 54 billion over the same period last year. During the presentation of the results to the financial press, Tim Cook has confirmed Apple's intention to intervene in new markets based on its strengths in hardware, software and services. Expected especially during the arrival of the new fiscal year of shows connected "iWatch".

Apple's results and profitability depend increasingly high scores iPhone ( it accounts for 52 % of sales in 2013). Where a strategy to maintain high prices, especially for the iPhone 5C , which appeared to be too expensive for the announcement and whose production volumes were scaled down after a slow start . The upscale 5S however was well received which should consolidate the average price per unit sold , which tends to decline every quarter (577 $ in the last period). All this explains why , in 2013 , the profitability of Apple is in decline ( -11.2 %) for the first time in eleven years, 37.5 billion dollars for a turnover of 170.9 billion dollars (+9 %). The iPhone and iPad sales in the holiday season.