Analysts expected a very good quarter fromApple at the end of 2014 but the financial results presented were beyond all expectations, chaining records. With $ 71 billion in revenue, net profit of $ 18 billion, up 38% and a huge volume of 74.5 million iPhones sold, the American giant defies all perspectives.
If the focus has been largely on the iPhone, it may however be to keep out of the spotlight another element: the sharp drop in sales of iPad tablets. In the last quarter of 2014, Apple has sold 21.4 million touch pads, in 18% decline year on year, while revenues generated fell 22% to $ 9 billion.
This settlement is largely offset by the other activities of the group but it should be noted that the arrival of the new tablets iPad Air 2 and iPad Mini 3 announced in October 2014 did not significantly change the situation for a declining segment.
Tim Cook, CEO of the group, remains confident in the potential of its iPad range, Apple remaining the leading manufacturer of tablets even if all the players in the Android ecosystem now generate more cumulative volume and counting there too on the Chinese market to find opportunities.
He also reported that he did not expect a significant change during the current quarter or even the following one, which could call into question the hypothesis of the launch of a large tablet. iPad Pro more than 12 inches in the first half of 2015.