Apple Still Doesn’t Think iPhones Are Too Expensive


While Apple no longer discloses how many iPhones it sells, the latest few months brought us an impressive number of reports from third-party sources and analysts indicating that the 2018 generation is far from reaching Cupertino’s expectations.

In fact, sales of 2018 iPhones are so weak that Apple itself had to turn to a series of cost-saving measures, including lowered production and bigger trade-in discounts for customers buying the new models.

Earlier this week, Apple took everyone by surprise with a revision to the Q1 2019 earnings guidance, explaining that it now expects to reach $84 billion in revenue, down from a maximum of $93 billion originally.

While this itself is a confirmation that iPhone sales aren’t going exactly as planned, Apple CEO Tim Cook explained in an interview with CNBC that partly to blame for this poor performance of the 2018 generation is the trade tension betwe… (read more)

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