As tech giants report financial results, Apple can thank its new tablets for keeping it in the green.
Everything is fine for Apple. The American brand has just signed a new record quarter with 85.8 billion dollars of profits, 5% more than the same period last year. However, it does not owe its growth to its latest iPhone which, unfortunately for him, are struggling to find a buyer.
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iPads in the firmament
After a rather dark year 2023 for the segment tabletsthe market is picking up speed, driven by a new generation of iPads that was expected at the turning point. Last May, the firm launched the new iPad Pro M4, the first equipped with an OLED screen, as well as a new edition of the iPad Air. A winning bet for Apple, which saw its profits in this market soar by 24% compared to the same period in 2023.
In the last quarter, iPads put no less than 7.2 billion dollars into Apple’s pocket, confirming the formula of Tim Cook, CEO of the brand, at the launch of his new slates a few months ago: ” It’s the biggest day for the iPad since the first model was released ».
More powerful, thinner, incorporating cutting-edge technologies, including an even more modern chip than the one found in MacBooks, the new iPad Pros reverse a trend that financial analyst Gene Munster interviewed by Business Insiderqualified for ” Long, slow fall for the iPad ».
The iPhone 16 expected at the turning point
It would be incorrect to call the iPhone 15 a flop. But it is clear that the numbers are not quite right. With revenues of $39.3 billion in the last quarter, the latest generation iPhones are holding up less well compared to their predecessors. Last year, the iPhone 14s brought in $39.7 billion for the firm over the same period.
Suffice to say that expectations are high regarding the future iPhone 16, which should be presented next September. A new generation that will be driven in particular by the arrival of artificial intelligence, called Apple Intelligence, but which we recently learned could ultimately miss its return.
The iPhone 16 would also be launched in a somewhat unusual international context. Apple is refusing to launch its IA in Europe so as not to contravene the Digital Markets Act, which came into force in the European Union last March and which has already forced it to open the app store market to competition.
A showdown that risks hampering sales of the iPhone 16 on the Old Continent. Despite everything, Tim Cook was keen to reassure his investors during the presentation of his results, and announced that he was in active negotiations with the European Union and China to be able to deploy Apple Intelligence in these territories as quickly as possible.
