Regular presentation of new products Apple was held in a difficult time. An economic recession or slowdown in many countries, including China, Canada, Brazil and Russia, affecting the results of the manufacturer the world’s most popular gadgets, recognized Apple’s CFO Luca Maestri. “In a world of many countries that are experiencing recession,” he said. At the end of January 2016 Apple has predicted the first 13 years of revenue decline: the company’s revenue for January—March 2016 will be $50-53 billion compared with $58 billion in the same period of 2015. The main reason is the decline in sales of the main product of the company — iPhone, reported Bloomberg. In the revenue share of Apple’s smartphones accounted for nearly 70%.
Last year Apple was the initiator of reduction of prices on iPhone 5S in Russia and India. In Russian stores price for this model with 16 GB of memory was reduced by about one third to a little less than 25 thousand rubles In mid-December 2015 Apple has reduced the price on this model in India with 44 500 rupees ($665 for the course on 13 January) to 24 999 rupees ($376). Up to this point the cost of even early versions of iPhone in India was one of the highest in the world. While these measures did not bring success: in the last quarter from October to December 2015 — Apple showed the slowest rate of growth of sales of the iPhone c in 2013: the indicator increased only by 0.4%, to 74.8 million units.
The presentation that Apple executives held 21 March, proves that the company continues to prepare for the falling purchasing power in major markets: all new items have become smaller, and most importantly — cheaper.
Usually the presentations of the new devices in the head office of Apple in Cupertino top managers of the Corporation finally leave its main novelty is an improved version of the iPhone. This time the head of the Corporation Tim cook and Apple’s Vice President Greg Joswiak changed tradition: the first device is presented to the public was the iPhone SE (special edition, “special edition”).
Dimensions of the new device is similar to iPhone 5 and 5S, as it had numerous leaks to the media before the presentation of Apple. The filling matches the iPhone 6S. The smartphone-news — four-inch Retina display, 64-bit processor A9 processor with additional movement M9, fingerprint sensor Touch ID. SE equipped with a main 12 megapixel camera with live photos Live Photos and videos in 4K resolution. The device will be available in four colors — dark gray, silver, gold and colour “rose gold”.
In Russia preorders for the smartphone from March 29 at the price of 37 990 rubles for the version with 16 GB. For iPhone SE with 64 GB will have to pay 47 990 rubles Now last presented by Apple in September 2015 smart phone model 6S worth 57 thousand (with minimal memory).
More reasonable price the new iPhone will allow Apple to more effectively compete with manufacturers of Android-based devices, says the head of the Department of cellular and digital devices J’son & Partners Consulting Eugene Almenov. Reducing the cost of the smartphone from Apple is especially important because of the growing popularity of B-brands in the global mobile market, he said. According to calculations of analysts of J’son & Partners Consulting, in Russia in 2015, the share of Apple in smartphone sales in natural expression has decreased in 1,5 times, buyers may be more likely to abandon the brand in order to save, he said.
The difference in technical characteristics and equipment of the smartphone medium and premium price segments is gradually reduced: the Apple begins to not only compete with flagship models of the top manufacturers, but also with devices of an average price segment, notes of Almenov. Buyers of mobile devices do not always consider the big display size of smartphones as an advantage: many at least want to be able to select the size of smartphone, Apple has this option until recently was very limited, he said.
Miniature iPad Pro
The second product was the iPad Pro, unlike its predecessor the tablet has become smaller: instead of the screen size 12.9 inch new “dropped” to 9.7 inches. Senior Vice President of Apple worldwide product marketing Philip Schiller during the presentation said that this diagonal is the most popular — the company sold more than 200 million iPads this size.
Photo: REUTERS 2016
The new tablet is a 64-bit processor A9X, support voice assistant Siri, which can be activated instantly by voice, Retina display support for the device in LTE, 12-megapixel main camera and front camera pyatimegapikselnoy. To a new iPad Pro, the user can purchase the optional detachable keyboard and stylus. The device will be available for pre-order in the U.S. and several other countries from March 24, priced at $599 for the 32 GB version and $749 for the version with 128 GB. For the first time Apple will release an iPad with a storage capacity of 256 GB for $899. Also the device was first presented in rose gold color.
“Form factor iPad Pro 9.7 inch popular with fans of tablet computers, its price is lower than iPad Pro with a larger screen size,” — said the representative Svyaznoy Maria Zaikina. With optional keyboard is a tablet-transformer, which not only claims a share of the tablet market, but also is able to replace the laptops, she said.
In Russia the iPad Pro can be bought at the price from 990 to 52 990 rubles 82
What else showed Apple
Apple also announced an update to its iOS operating system. In iOS 9.3 (available for download from today) users will be able to take advantage of the new regime Night Shift, which changes the color of the display in the dark on a warmer to prepare the user to sleep. Another step towards data protection in iOS password app “Notes”: the user can unlock the account using your fingerprints.
Serious updates received ResearchKit platform. Application developers on its base will now be able to interact with users, and to transmit data about their health status. Another update on the health platform CareKit, which enables you to keep track of medications, monitor symptoms, etc.
Although the company has not presented a new version of the Apple Watch, owners hours will be able to update your new accessory strap (they are offered several new silicone straps in yellow, red and other colors and also accessories braided nylon). The cost of the Apple Watch at the same time decreased: now the device is available to buy from $299 instead of $349.
Minor changes were made to the set-top box Apple TV: now on the screen the user can see the movies folder, and view two programs simultaneously. At the moment you will have around 5 thousand applications, the company promises new.
No surprises from Apple this time to present failed: information about what will be new flagship products, by tradition, managed to leak a few weeks before the official release. Investors in a presentation that lasted less than half the previous (one hour), almost did not react. After Apple shares on the NASDAQ fell about 0.5%, and then almost played the fall, returning to the opening price of the trading day (about $106 per paper).
The presentation of the new devices help Apple stock to go up during the month on average by 1.5%, according to Bloomberg, based on observations 2012-2015. But the prospect of three months securities the company after the presentation of the new products are getting cheaper on average by 1.8%, estimated by the correspondent of the Agency of the Tribute Burger.
And yet iPhone SE should support the position of Apple in the near future: according to the forecast of analyst firm RBC Capital Markets, in 2016 fiscal year, which ends in September, sales of the new smartphone can bring to the producer an additional $5.5 billion of revenue. Already in September, analysts and the specialized media are waiting for the premiere of Apple’s seventh generation iPhone.
Another test for Apple
Presentation Apple held a day before the next round of court battles with the FBI and the U.S. Department of justice, which require the company to hack iPhone said Farouk the terrorist. On March 22 in California Federal court will begin proceedings on the case. Although Apple engineers have actively cooperated with the FBI (they helped the secret service to extort Farouk all the data from the cloud storage service iCloud as part of the investigation), sewn into the smartphone information still remains inaccessible. To remove it, if so the court will decide, Apple will have to find a technical solution, which does not yet exist. It is, according to Tim cook, would violate its obligation to protect data of their customers that Apple took on in 2014 after the release of iOS 8.