iPad & iPhone User - USA (2019-11)

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The quarter ended   28   September, so it includes a
couple of weeks of iPhone 11 sales. Even so, iPhone
sales were down roughly $3 billion, or nearly 10
percent over the same quarter last year. The same
goes  for Macs sales, which were down about 5
percent. Apple CEO Tim Cook pointed out that the
iPhone 11 is off to a “very good start” and noted
that the revenue loss represented an uptick over the
15 percent loss it saw earlier in the year. Additionally,
Apple said the iPhone active installed base grew
to all-time highs in all geographical segments,
suggesting people aren’t switching, but rather
holding onto their older phones longer.
However, everything else is up. Way up. iPad
sales are booming, posting $4.7 billion in sales for
an 8 percent increase, while Services (which doesn’t
include Apple TV+ yet), was up around 20 percent
at $12.5 billion. But the big winning category was
Wearables, Home and Accessories, which includes
Apple Watch, AirPods and HomePod. That category
was up more than 50 percent ($6.5 billion) and is now
nearly as big as tablet sales. And that’s without the
new  AirPods Pro (see page 16 ), which is looking to be
a big holiday hit based on early sales and reviews.
The results represent Apple’s best Q4 on record,
and next quarter might be even bigger. Apple’s Q
2020  guidance is between $85.5 billion and $89.
billion, which would represent an increase over the
$84 billion posted in 2019, after cutting its $
billion to $93 billion forecast in January.
But those days are a distant memory. Apple set new
records in the Americas and Asia, and made up some

Thequarterended 28 September,soitincludesa
coupleofweeksofiPhone 11 sales.Evenso,iPhone
salesweredownroughly$3billion,ornearly 10
percentoverthesamequarterlastyear.Thesame
goesforMacssales,whichweredownabout 5
percent.AppleCEOTimCookpointedoutthatthe
iPhone 11 is offtoa“verygoodstart”andnoted
that therevenuelossrepresentedanuptickoverthe
15 percentlossitsawearlierintheyear.Additionally,
ApplesaidtheiPhoneactiveinstalledbasegrew
toall-timehighsinallgeographicalsegments,
suggestingpeoplearen’tswitching,butrather
holdingontotheirolderphoneslonger.
However,everythingelseisup.Wayup.iPad
salesarebooming,posting$4.7billioninsalesfor
an 8 percentincrease,whileServices(whichdoesn’t
includeAppleTV+yet),wasuparound 20 percent
at$12.5billion.Butthebigwinningcategorywas
Wearables,HomeandAccessories,whichincludes
AppleWatch,AirPodsandHomePod.Thatcategory
wasupmorethan 50percent($6.5billion)andisnow
nearlyasbig astabletsales.Andthat’swithoutthe
new AirPodsPro(seepage 16 ),whichislookingtobe
a bigholidayhitbasedonearlysalesandreviews.
TheresultsrepresentApple’sbestQ4onrecord,
and nextquartermightbeevenbigger.Apple’sQ
2020 guidanceisbetween$85.5billionand$89.
billion,whichwouldrepresentanincreaseoverthe
$84 billionpostedin2019,aftercuttingits$
billionto$93billionforecastinJanuary.
Butthosedaysareadistantmemory.Applesetnew
recordsintheAmericasandAsia,andmadeupsome

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