我不看就没亏的个人主页 - 老虎社区

我不看就没亏

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IP属地：浙江

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我不看就没亏

2021-01-25

$RLX科技(RLX)$我应该是唯一一个亏欠的

我不看就没亏

2021-01-26

$Playtika Holding Corp.(PLTK)$目测一大堆 35 34 33 32的在死熬，我就不信庄家不拉，

我不看就没亏

2023-11-29

$蔚来(NIO)$ 为什么没反应，我个人看法，合作换电对蔚来车子销量并没有实质性帮助，换电站是一个长期投入巨量投入，就收点电费资金不能高效回流，

我不看就没亏

2021-12-22

$Naked Brand Group Inc(NAKD)$合股是为了更有力的下跌空间吗？[流泪]

我不看就没亏

2020-11-21

$开心汽车(KXIN)$7.2接盘的集合…

我不看就没亏

2021-07-27

$RLX科技(RLX)$冲啊 21万股都不怕怕啥！

我不看就没亏

2021-01-26

$亿航智能(EH)$这个大深V 把握住的吃饱了

我不看就没亏

2021-01-13

$小鹏汽车(XPEV)$给上车机会别不珍惜

我不看就没亏

2021-01-06

$理想汽车(LI)$加油在涨10元我就解套了

我不看就没亏

2020-12-16

$小鹏汽车(XPEV)$熟悉的味道

我不看就没亏

2021-01-04

$拼多多(PDD)$这公关能力乡镇水平

我不看就没亏

2020-12-30

$拼多多(PDD)$让我记住了那句话看空不做空[流泪]

我不看就没亏

2020-12-17

$拼多多(PDD)$怎么不能盘前交易了

我不看就没亏

2020-12-15

$小鹏汽车(XPEV)$这是缓慢拉伸逐步出货的节奏啊

我不看就没亏

2020-12-14

$小鹏汽车(XPEV)$熟悉的味道

我不看就没亏

2021-02-22

$Playtika Holding Corp.(PLTK)$你说他垃圾嘛大盘蹦的时候它还挺稳定的

我不看就没亏

2021-01-07

$蔚来(NIO)$唯唯诺诺的是不看好9号发布的东西吗

我不看就没亏

2021-02-26

$拼多多(PDD)$想做空呢又怕反弹这可怎么是好

我不看就没亏

2021-01-25

$特斯拉(TSLA)$有900的朋友吗

我不看就没亏

2020-12-30

$拼多多(PDD)$这么多大单卖出为什么还涨有懂的吗不是说大单卖出多会跌啊

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周围换14的挺少的………","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/665372800","repostId":"1133126633","repostType":2,"repost":{"id":"1133126633","kind":"news","weMediaInfo":{"introduction":"追踪全球财经热点，精选影响您财富的资讯，投资理财必备神器！","home_visible":1,"media_name":"华尔街见闻","id":"1084101182","head_image":"https://static.tigerbbs.com/66809d1f5c2e43e2bdf15820c6d6897e"},"pubTimestamp":1666946761,"share":"https://www.laohu8.com/m/news/1133126633?lang=&edition=full","pubTime":"2022-10-28 16:46","market":"us","language":"zh","title":"被你嫌弃的iPhone新机，扭转了苹果正在下滑的净利","url":"https://stock-news.laohu8.com/highlight/detail?id=1133126633","media":"华尔街见闻","summary":"相比其它硅谷科技巨头，苹果今年第四财季营收和净利均创史上同期新高，都高于分析师预期，迎来公司历史上最好的一个季度。不过，疫情影响、地缘政治冲突，苹果也没有十足的信心将这最好的财季延续下去。相比其它硅谷","content":"<html><head></head><body><blockquote>相比其它硅谷科技巨头，苹果今年第四财季营收和净利均创史上同期新高，都高于分析师预期，迎来公司历史上最好的一个季度。不过，疫情影响、地缘政治冲突，苹果也没有十足的信心将这最好的财季延续下去。</blockquote><p>相比其它硅谷科技巨头，苹果算是交出了一份“还不错的”成绩单。</p><p>美东时间27日美股盘后，苹果公布2022财年第四财季财报：营业收入为901.46亿美元，同比增长8.14%；净利润为207.21亿美元，同比增长0.83%；毛利为380.95亿美元，同比增长8.3%。</p><p>“这是公司历史上最好的一个季度。”财报电话会上，苹果CEO库克说。</p><p>的确，苹果的这份成绩单中，公司的营收和净利均创史上同期新高，都高于分析师预期，且明显强于上一个季度的表现。</p><p><img src=\"https://static.tigerbbs.com/b847a56b19ad9e83be90d578450edabb\" tg-width=\"640\" tg-height=\"393\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>按区域收入划分，除日本外，所有主要地区的营收都有所上升。其中，美洲地区营收398.08亿美元，同比增长8.12%；欧洲营收227.95亿美元，同比增长9.62%；大中华区营收增长154.7亿美元，同比增长6.23%；其他亚太地区营收63.73亿美元，同比增长22.75%；而日本营收57亿美元，同比下降4.86%。</p><p>硬件业务中，最具亮点的是Mac电脑和可穿戴设备及配件，收入远超预期；iPhone的收入表现略低于预期，增长近10%；iPad平板的收入超预期下降，较前一季度加速下滑。</p><p>一个明显的迹象是，该季度，苹果服务业务创造了史上最低的季度收入增速，收入增长远不及预期。苹果CFO卢卡·马斯特里将此原因归咎于外汇影响。“服务业收入减速源于外汇影响，以及数字广告和游戏业务放缓。”</p><p>“汇率的影响是暂时的，我们要传达的信息是，基本面是好的。”马斯特里说。</p><p>本季度财报发布，苹果依旧没有给出下一季度的业绩预期。这已是2020年疫情爆发以来，苹果的惯常操作。</p><p>尽管与硅谷其它大厂相比，苹果表现相对较稳定，不过最核心的iPhone营收不及预期，iPhone新机标准版、iPad平板新品因创新缺乏购买点，另一增长动力服务业务同样低迷。</p><p>“公司历史上最好的一个季度”能否持续，仍需要打个问号。</p><p><b>喜忧参半的硬件业务</b></p><p>2022年财年第四财季，硬件产品为苹果贡献了近八成营收。其中，iPhone仍是苹果最大的销售来源。报告期内，苹果总营收为901.46亿美元，iPhone收入426.26亿美元，占比将近一半。</p><p>不过，与分析师10%增长率的预期相比，iPhone在该财季的增长速度仍稍显逊色。</p><p>过去两年，iPhone 12系列、iPhone 13系列均销售火爆，为苹果带来巨大的销售增长。但一个月前发布的iPhone 14系列却让苹果遭受了最多的质疑。</p><p>早在该系列手机正式发布前夕，天风证券分析师郭明錤就透露，iPhone 14和iPhone 14 Plus的预购结果“糟糕”。iPhone 14系列发售后，其基础版更是被外界质疑“创新不够”、“不够诚意”。</p><p>尽管没有具体的销量数据，但来自行业的数据不会撒谎。据IDC中国高级分析师郭天翔透露，iPhone 14系列首销第一周的市场反应明显不如去年的iPhone 13系列。而有媒体报道来自苹果供应链上的消息称，iPhone14系列总体销量低于预期30%以上。</p><p>有分析机构通过调查回收商的报价发现，今年iPhone14贬值的速度创下新高纪录：上市10天贬值幅度接近四成，也因此打破了iPhone保值的名号。</p><p>不过，苹果的新机系列在市场上的表现情况算是喜忧参半：基础版默默无闻，Pro版却大受欢迎，也因此抬高了手机业务销售额。</p><p>根据郭明錤的调研，苹果将iPhone 14和Plus产线转向iPhone14 Pro、Pro Max，后两种机型的出货量还会增长10%。转产后，iPhone 14 Pro系列出货将占到iPhone 14系列所有机型出货量的60%至65%。</p><p>不过，在库克看来，现在评价iPhone 14的销售情况还“为时尚早”。“目前，iPhone手机在中国、美国、英国、德国、日本等市场上都有亮眼表现，消费者对于iPhone的总体满意度达到了98%。”</p><p>“从一开始iPhone 14 Pro和Pro Max受到供应链限制，对苹果的销售产生了影响。苹果正在努力满足需求，客户需求强劲，最终比苹果预期的要好，不过供应链紧张将会继续一段时间。”库克在财报电话会上说。</p><p><img src=\"https://static.tigerbbs.com/db89025e381374c0e5f03868a0765ae3\" tg-width=\"640\" tg-height=\"316\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>相比其它硬件产品，Mac电脑的销售额高于分析师的预期，销售额同比大增25.39%，创收115.08亿美元，超过预期的92.5亿美元。</p><p>在PC市场双位数下滑的情况下，Mac在该财季反弹，与重新设计的MacBook Air和新款低端13英寸的MacBook Pro的销量强劲分不开，这两款产品也被视为苹果最受欢迎的两款电脑。另外，渠道之前订单释放补货也推动了Mac在该财季大幅增长。</p><p>不过，就连苹果自身也对Mac逆势大涨的可持续性存疑。在电话会议中，马斯特里坦诚，Mac的业绩在接下来的季度“不会重演”。</p><p>可穿戴设备及配件业务的收入为97亿美元，同比增长9.8%，超市场预期。库克表示，这项业务重回正增长，主要是因为秋季发布会Apple Watch、Airpods等新品的拉动。</p><p>Pad产品线一直是苹果重要的产品线之一。第三方市场机构IDC的数据显示，2021年全年平板出货量达到了1亿6880万台，其中苹果以34.2%的市场份额稳居第一。</p><p>不过，在该财季， iPad平板业务收入72亿美元，同比下滑13.1%，成为苹果所有产品中唯一净销售额负增长的品类。</p><p>除了整体平板市场需求出现回落之外，苹果该产品线也受到了安卓厂商的挑战，当前“华米Ov”、荣耀等手机均推出了平板产品。</p><p>苹果也开始采取了和手机业务相同的策略来应对，即在高端产品线上提高价格来保障利润。</p><p>不久前，iPad上架销售，更新了三款iPad产品。包含入门款iPad 10，以及两款iPad Pro。新品的销售起步价均有上调，新款iPad Pro 11寸版起售价6799元，较上一代贵了600元，12.9寸版更是贵了800元；iPad10的起售价达到3599元，相比上一代贵了1000元。</p><p>服务业务仍难挑大梁</p><p>为了减少对硬件的依赖。过去几年，服务业务被视为苹果公司硬件后的下一个增长点。</p><p>不过，这一“未来增长点”业务在该财季的却表现不尽人意：本财季，苹果的软件服务营收为191.9亿美元，同比增长4.98%。创造了史上最低的季度收入增速。</p><p>马斯特里解释称服务业收入减速源于外汇影响。“如果按照固定汇率计算，服务业务增长了两位数，所以公司很高兴。”</p><p>“汇率的影响是暂时的。我们要传达的信息是，基本面是好的。”据马斯特里介绍，苹果对其在用户行为和用户粘性方面的表现感到满意。“它的交易账户和付费账户越来越多，现在付费用户已经超过9亿，在过去12个月里增加了1.55亿，服务业增长的引擎在那里。”</p><p>值得一提的是，由于智能手机难以找到创新突破口，整个市场的销售增速开始放缓，苹果早就开始寻求其他收入来源。</p><p>最近几个月，苹果在广告业务上又有了新动作。想从谷歌、Meta和亚马逊主导的广告市场中分一杯羹。</p><p>今年6月，苹果扩大了支付范围，允许客户在App Store首页买广告位。</p><p>8月，苹果招聘信息显示，公司正计划建立一套自助服务平台，供企业预定广告并通过苹果产品向客户发布。</p><p>近期，又有报道称，苹果正为Apple TV+上的广告位招揽潜在买家。不过，目前尚不清楚这些广告将采用何种形式。</p><p>苹果在其广告官方网页向广告主阐释了新增广告位资源的独特优势。“借助今日标签广告，您的应用可以显著出现在App Store的首页——使其成为用户访问App Store时首先看到的内容。”</p><p>事实上，自2016年开始，苹果就在App Store中销售搜索广告。开发者可以通过Apple Search Ads购买关键词，当用户搜索该关键词后，相应的推广信息就会出现在搜索结果页中。</p><p>苹果也在积极招聘广告方面的人才，根据英国《金融时报》对LinkedIn数据的分析，截至今年9月，苹果的广告平台只有约250名员工，职位列表显示，苹果计划将这个数字提升近一倍。</p><p>同时，苹果正在全球范围内提高Apple TV+、Apple One和Apple Music的订阅服务价格。</p><p><img src=\"https://static.tigerbbs.com/038d107c682162c12bcc22e699dbe057\" tg-width=\"640\" tg-height=\"360\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>从10月24日开始，美国Apple Music的个人订阅价格从9.99美元涨至每月10.99美元，家庭订阅付费计划从之前的14.99美元涨价至16.99美元。美国的个人账户的年度订阅服务费计划从99美元上涨到109美元。</p><p>英国Apple Music的个人订阅价格也上升至每月的10.99英镑，家庭订阅付费计划价格则上升至16.99英镑。</p><p>库克也在电话会议上对这一举动做出了回应：“音乐授权成本增加，苹果要为音乐支付更多的费用，所以价格必须提高。”</p><p>不过库克表示，歌手也将从他们的歌曲中获得更多的收入。</p><p>没有人否认，以上都是苹果增加营收的手段。</p><p>根据市场研究公司Insider Intelligence的估计，广告业务每年苹果带来的收入是40亿美元。而据投行Evercore ISI的预估，这个数值到2026年将增加至300亿美元。</p><p><b>同样遭遇寒气</b></p><p>相比其它巨头，苹果依然坚挺，但这并不意味着它可以高枕无忧，尤其是智能手机业务，整个行业都在萎缩，苹果自然避免不了遭遇寒气。</p><p>财报发布后，苹果还面临一个关键问题：如何让消费者维持对iPhone 14系列产品的需求。</p><p>Canalys发布的数据显示，2022年第三季度，中国大陆智能手机市场出货7000万台，但市场仍然徘徊在低位，同比下跌11%。其中，苹果以1130万台的出货量位居第四。</p><p><img src=\"https://static.tigerbbs.com/4e181bf037955c139806315d01eee8e9\" tg-width=\"640\" tg-height=\"496\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>Canalys分析师刘艺璇分析认为，iPhone 14 Pro系列的强劲需求贡献了苹果的出货表现。然而iPhone 14基础版乏善可陈的需求显示出，即便是苹果也无法完全跳脱开中国大陆市场消费需求减弱的现状。</p><p>在刘艺璇看来，在激烈竞争和行业低迷背景下，苹果不得不做出应对：在其入门级版本和前代机型中采取激进的促销，尤其是在5000-6000元价位段区间。</p><p>随着iPhone 14系列新品发布，苹果下调了iPhone13系列售价，iPhone13的不同版本售价分别便宜了600元、500元、300元。同时，苹果官网商城还下架了iPhone 13 Pro和13 Pro Max两款机型。上述举动也被外界解读为苹果在为新机销售保驾护航。</p><p>在第四财季报告中，苹果依旧没有发布业绩指引，但在财报电话会议上，库克和马斯特里对下一季度的业绩做出了预估。</p><p>“下一季度营收年增率将低于三季度的8.1%，Mac销售年增幅也将逊于本季度。而服务营收预计将继续增长，但可能受到总体宏观环境影响，增长或将放缓。”马斯特里预估。</p><p>这也表明，在疫情影响、地缘政治冲突等背景下，苹果也没有十足的信心。</p><p>忧虑还来自供应链，在财报电话会中，库克提到，包括Apple Watch Ultra 、iPhone 14 Pro在内的产品线均受到“供应限制”。</p><p>因宏观环境影响，硅谷各大科技巨头感受到了从未有过的寒意，纷纷开始调整自己的人才招聘与储备政策，甚至开始大规模裁员。</p><p>今年5月，Netflix开始裁员，削减动画和销售部门的规模；几个月后，微软对Xbox等部门进行裁员，裁员总数可能超过千人；芯片巨头英特尔被曝可能会在近期宣布裁员消息，裁员总数可能高达千人。</p><p>苹果在上一份季度报告中表示，它将在支出方面更加谨慎，这是硅谷公司支出整体减速的一部分。在该财季报告公布后，库克在接受媒体采访时透露，因宏观环境影响，苹果已经放慢了招聘速度。</p></body></html>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" 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北京时间&nbsp;&nbsp;&nbsp;<strong>华尔街见闻</strong>\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>相比其它硅谷科技巨头，苹果今年第四财季营收和净利均创史上同期新高，都高于分析师预期，迎来公司历史上最好的一个季度。不过，疫情影响、地缘政治冲突，苹果也没有十足的信心将这最好的财季延续下去。相比其它硅谷科技巨头，苹果算是交出了一份“还不错的”成绩单。美东时间27日美股盘后，苹果公布2022财年第四财季财报：营业收入为901.46亿美元，同比增长8.14%；净利润为207.21亿美元，同比增长...</p>\n\n<a href=\"\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/13f224bb016b853641f590b6753763d1","relate_stocks":{"BK4533":"AQR资本管理(全球第二大对冲基金)","LU0082616367.USD":"摩根大通美国科技A（dist）","BK4566":"资本集团","BK4534":"瑞士信贷持仓","IE00B1BXHZ80.USD":"Legg Mason ClearBridge - US Appreciation A Acc USD","LU0642271901.SGD":"Janus Henderson Horizon Global Technology Leaders A2 SGD-H","AAPL":"苹果","BK4170":"电脑硬件、储存设备及电脑周边","LU0348723411.USD":"ALLIANZ GLOBAL HI-TECH GROWTH \"A\" (USD) INC","IE00BLSP4239.USD":"Legg Mason ClearBridge - Tactical Dividend Income A Mdis USD Plus","BK4554":"元宇宙及AR概念","BK4532":"文艺复兴科技持仓","IE00B3S45H60.SGD":"Neuberger Berman US Multicap Opportunities A Acc SGD-H","BK4553":"喜马拉雅资本持仓","LU0109391861.USD":"富兰克林美国机遇基金A Acc","BK4571":"数字音乐概念","LU0456855351.SGD":"JPMorgan Funds - Global Equity A (acc) SGD","IE00BJJMRX11.SGD":"Janus Henderson Balanced A Acc SGD","LU0053666078.USD":"摩根大通基金-美国股票A（离岸）美元","BK4576":"AR"},"source_url":"","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1133126633","content_text":"相比其它硅谷科技巨头，苹果今年第四财季营收和净利均创史上同期新高，都高于分析师预期，迎来公司历史上最好的一个季度。不过，疫情影响、地缘政治冲突，苹果也没有十足的信心将这最好的财季延续下去。相比其它硅谷科技巨头，苹果算是交出了一份“还不错的”成绩单。美东时间27日美股盘后，苹果公布2022财年第四财季财报：营业收入为901.46亿美元，同比增长8.14%；净利润为207.21亿美元，同比增长0.83%；毛利为380.95亿美元，同比增长8.3%。“这是公司历史上最好的一个季度。”财报电话会上，苹果CEO库克说。的确，苹果的这份成绩单中，公司的营收和净利均创史上同期新高，都高于分析师预期，且明显强于上一个季度的表现。按区域收入划分，除日本外，所有主要地区的营收都有所上升。其中，美洲地区营收398.08亿美元，同比增长8.12%；欧洲营收227.95亿美元，同比增长9.62%；大中华区营收增长154.7亿美元，同比增长6.23%；其他亚太地区营收63.73亿美元，同比增长22.75%；而日本营收57亿美元，同比下降4.86%。硬件业务中，最具亮点的是Mac电脑和可穿戴设备及配件，收入远超预期；iPhone的收入表现略低于预期，增长近10%；iPad平板的收入超预期下降，较前一季度加速下滑。一个明显的迹象是，该季度，苹果服务业务创造了史上最低的季度收入增速，收入增长远不及预期。苹果CFO卢卡·马斯特里将此原因归咎于外汇影响。“服务业收入减速源于外汇影响，以及数字广告和游戏业务放缓。”“汇率的影响是暂时的，我们要传达的信息是，基本面是好的。”马斯特里说。本季度财报发布，苹果依旧没有给出下一季度的业绩预期。这已是2020年疫情爆发以来，苹果的惯常操作。尽管与硅谷其它大厂相比，苹果表现相对较稳定，不过最核心的iPhone营收不及预期，iPhone新机标准版、iPad平板新品因创新缺乏购买点，另一增长动力服务业务同样低迷。“公司历史上最好的一个季度”能否持续，仍需要打个问号。喜忧参半的硬件业务2022年财年第四财季，硬件产品为苹果贡献了近八成营收。其中，iPhone仍是苹果最大的销售来源。报告期内，苹果总营收为901.46亿美元，iPhone收入426.26亿美元，占比将近一半。不过，与分析师10%增长率的预期相比，iPhone在该财季的增长速度仍稍显逊色。过去两年，iPhone 12系列、iPhone 13系列均销售火爆，为苹果带来巨大的销售增长。但一个月前发布的iPhone 14系列却让苹果遭受了最多的质疑。早在该系列手机正式发布前夕，天风证券分析师郭明錤就透露，iPhone 14和iPhone 14 Plus的预购结果“糟糕”。iPhone 14系列发售后，其基础版更是被外界质疑“创新不够”、“不够诚意”。尽管没有具体的销量数据，但来自行业的数据不会撒谎。据IDC中国高级分析师郭天翔透露，iPhone 14系列首销第一周的市场反应明显不如去年的iPhone 13系列。而有媒体报道来自苹果供应链上的消息称，iPhone14系列总体销量低于预期30%以上。有分析机构通过调查回收商的报价发现，今年iPhone14贬值的速度创下新高纪录：上市10天贬值幅度接近四成，也因此打破了iPhone保值的名号。不过，苹果的新机系列在市场上的表现情况算是喜忧参半：基础版默默无闻，Pro版却大受欢迎，也因此抬高了手机业务销售额。根据郭明錤的调研，苹果将iPhone 14和Plus产线转向iPhone14 Pro、Pro Max，后两种机型的出货量还会增长10%。转产后，iPhone 14 Pro系列出货将占到iPhone 14系列所有机型出货量的60%至65%。不过，在库克看来，现在评价iPhone 14的销售情况还“为时尚早”。“目前，iPhone手机在中国、美国、英国、德国、日本等市场上都有亮眼表现，消费者对于iPhone的总体满意度达到了98%。”“从一开始iPhone 14 Pro和Pro Max受到供应链限制，对苹果的销售产生了影响。苹果正在努力满足需求，客户需求强劲，最终比苹果预期的要好，不过供应链紧张将会继续一段时间。”库克在财报电话会上说。相比其它硬件产品，Mac电脑的销售额高于分析师的预期，销售额同比大增25.39%，创收115.08亿美元，超过预期的92.5亿美元。在PC市场双位数下滑的情况下，Mac在该财季反弹，与重新设计的MacBook Air和新款低端13英寸的MacBook Pro的销量强劲分不开，这两款产品也被视为苹果最受欢迎的两款电脑。另外，渠道之前订单释放补货也推动了Mac在该财季大幅增长。不过，就连苹果自身也对Mac逆势大涨的可持续性存疑。在电话会议中，马斯特里坦诚，Mac的业绩在接下来的季度“不会重演”。可穿戴设备及配件业务的收入为97亿美元，同比增长9.8%，超市场预期。库克表示，这项业务重回正增长，主要是因为秋季发布会Apple Watch、Airpods等新品的拉动。Pad产品线一直是苹果重要的产品线之一。第三方市场机构IDC的数据显示，2021年全年平板出货量达到了1亿6880万台，其中苹果以34.2%的市场份额稳居第一。不过，在该财季， iPad平板业务收入72亿美元，同比下滑13.1%，成为苹果所有产品中唯一净销售额负增长的品类。除了整体平板市场需求出现回落之外，苹果该产品线也受到了安卓厂商的挑战，当前“华米Ov”、荣耀等手机均推出了平板产品。苹果也开始采取了和手机业务相同的策略来应对，即在高端产品线上提高价格来保障利润。不久前，iPad上架销售，更新了三款iPad产品。包含入门款iPad 10，以及两款iPad Pro。新品的销售起步价均有上调，新款iPad Pro 11寸版起售价6799元，较上一代贵了600元，12.9寸版更是贵了800元；iPad10的起售价达到3599元，相比上一代贵了1000元。服务业务仍难挑大梁为了减少对硬件的依赖。过去几年，服务业务被视为苹果公司硬件后的下一个增长点。不过，这一“未来增长点”业务在该财季的却表现不尽人意：本财季，苹果的软件服务营收为191.9亿美元，同比增长4.98%。创造了史上最低的季度收入增速。马斯特里解释称服务业收入减速源于外汇影响。“如果按照固定汇率计算，服务业务增长了两位数，所以公司很高兴。”“汇率的影响是暂时的。我们要传达的信息是，基本面是好的。”据马斯特里介绍，苹果对其在用户行为和用户粘性方面的表现感到满意。“它的交易账户和付费账户越来越多，现在付费用户已经超过9亿，在过去12个月里增加了1.55亿，服务业增长的引擎在那里。”值得一提的是，由于智能手机难以找到创新突破口，整个市场的销售增速开始放缓，苹果早就开始寻求其他收入来源。最近几个月，苹果在广告业务上又有了新动作。想从谷歌、Meta和亚马逊主导的广告市场中分一杯羹。今年6月，苹果扩大了支付范围，允许客户在App Store首页买广告位。8月，苹果招聘信息显示，公司正计划建立一套自助服务平台，供企业预定广告并通过苹果产品向客户发布。近期，又有报道称，苹果正为Apple TV+上的广告位招揽潜在买家。不过，目前尚不清楚这些广告将采用何种形式。苹果在其广告官方网页向广告主阐释了新增广告位资源的独特优势。“借助今日标签广告，您的应用可以显著出现在App Store的首页——使其成为用户访问App Store时首先看到的内容。”事实上，自2016年开始，苹果就在App Store中销售搜索广告。开发者可以通过Apple Search Ads购买关键词，当用户搜索该关键词后，相应的推广信息就会出现在搜索结果页中。苹果也在积极招聘广告方面的人才，根据英国《金融时报》对LinkedIn数据的分析，截至今年9月，苹果的广告平台只有约250名员工，职位列表显示，苹果计划将这个数字提升近一倍。同时，苹果正在全球范围内提高Apple TV+、Apple One和Apple Music的订阅服务价格。从10月24日开始，美国Apple Music的个人订阅价格从9.99美元涨至每月10.99美元，家庭订阅付费计划从之前的14.99美元涨价至16.99美元。美国的个人账户的年度订阅服务费计划从99美元上涨到109美元。英国Apple Music的个人订阅价格也上升至每月的10.99英镑，家庭订阅付费计划价格则上升至16.99英镑。库克也在电话会议上对这一举动做出了回应：“音乐授权成本增加，苹果要为音乐支付更多的费用，所以价格必须提高。”不过库克表示，歌手也将从他们的歌曲中获得更多的收入。没有人否认，以上都是苹果增加营收的手段。根据市场研究公司Insider Intelligence的估计，广告业务每年苹果带来的收入是40亿美元。而据投行Evercore ISI的预估，这个数值到2026年将增加至300亿美元。同样遭遇寒气相比其它巨头，苹果依然坚挺，但这并不意味着它可以高枕无忧，尤其是智能手机业务，整个行业都在萎缩，苹果自然避免不了遭遇寒气。财报发布后，苹果还面临一个关键问题：如何让消费者维持对iPhone 14系列产品的需求。Canalys发布的数据显示，2022年第三季度，中国大陆智能手机市场出货7000万台，但市场仍然徘徊在低位，同比下跌11%。其中，苹果以1130万台的出货量位居第四。Canalys分析师刘艺璇分析认为，iPhone 14 Pro系列的强劲需求贡献了苹果的出货表现。然而iPhone 14基础版乏善可陈的需求显示出，即便是苹果也无法完全跳脱开中国大陆市场消费需求减弱的现状。在刘艺璇看来，在激烈竞争和行业低迷背景下，苹果不得不做出应对：在其入门级版本和前代机型中采取激进的促销，尤其是在5000-6000元价位段区间。随着iPhone 14系列新品发布，苹果下调了iPhone13系列售价，iPhone13的不同版本售价分别便宜了600元、500元、300元。同时，苹果官网商城还下架了iPhone 13 Pro和13 Pro Max两款机型。上述举动也被外界解读为苹果在为新机销售保驾护航。在第四财季报告中，苹果依旧没有发布业绩指引，但在财报电话会议上，库克和马斯特里对下一季度的业绩做出了预估。“下一季度营收年增率将低于三季度的8.1%，Mac销售年增幅也将逊于本季度。而服务营收预计将继续增长，但可能受到总体宏观环境影响，增长或将放缓。”马斯特里预估。这也表明，在疫情影响、地缘政治冲突等背景下，苹果也没有十足的信心。忧虑还来自供应链，在财报电话会中，库克提到，包括Apple Watch Ultra 、iPhone 14 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