Opinion: Apple's latest results prove the iPhone 11 needs to take a page out of Google's playbook

An iPhone 11 dummy unit | Image Credit: @mkbhd/InstagramApple’s just released its latest quarterly financial results and they paint a pretty picture for everything but one thing: the iPhone.
Despite posting earnings of $53.8bn – a 1% year-on-year increase – iPhone revenue was actually down. Specifically, the company only took in $25.99bn in iPhone revenue – down $3.48bn from last year.
This doesn’t sound like much, but it means the iPhone speaks for its smallest share of Apple’s overall revenue for the first time since 2012. The news was so marked that Apple CEO Tim Cook even pseudo acknowledged the trend in his statement to investors.
“This was our biggest June quarter ever – driven by all-time record revenue from Services, accelerating growth from Wearables, strong performance from iPad and Mac and significant improvement in iPhone trends,” he said.
Related: Best smartphones 2019
Significant improvements here being Apple code for “it’s not doing as bad as expected”. The only positive statement he had was that they’ll have “new products” in the near future.
“These results are promising across all our geographic segments, and we’re confident about what’s ahead. The balance of calendar 2019 will be an exciting period, with major launches on all of our platforms, new services and several new products,” Cook added.
This presumably refers to the company’s hotly anticipated iPhone 11, which is expected to launch in September.
Related: Best mid-range smartphone 2019
Sadly what Tim Cook didn’t address is, for me, the core reason the iPhone isn’t dominating the way it once was: it’s too expensive.
You may remember me making this point before. I actually said it less than a week ago in Trusted Reviews’ last Fast Charge column. And not to blow my own trumpet, but these results prove my point.
As I’ve said it multiple times – the top-end phone bubble has well and truly burst. Like laptops in the early 2000s consumers have woken up to the fact that they don’t need to buy a new phone every year and, outside of a select few power users, don’t need to spend £1000 on a new handset.
I’m not alone in this belief. Kantar researchers agree, with the company’s latest mobile sales forecast highlighting the mid-range £400-£600 segment of the market as the fastest growing in mobile. It also highlighted a minor drop in the Apple iPhone’s market share in Europe – something that would have been unheard of even a couple of years ago.
Related: Best iPhone 2019
For me and the rest of team Trusted Reviews, what Apple needs to do to reverse this trend is simple. Apple has to make a cheaper iPhone.
Yes you can buy an older iPhone 7, and the iPhone XR technically is a cheaper option, but to really reverse the trend Apple needs to go further and take a page out of Google and Samsung’s playbooks.
We’ve already seen that bringing new innovations and handsets to the mid-range market works. Google managed to completely reverse its dire Pixel 3 phone sales with the launch of the Pixel 3a and Pixel 3a XL, which feature the same top end camera-tech as their siblings, but cost close to half the price, earlier this year.
Samsung’s latest financials also highlight the launch of its spiffy new mid-range Galaxy A-series as a key growth area that’s helping it overcome lower than expected Galaxy S10 sales.
If Apple wants to pull the same trick it’ll have to do the same, and bring innovation and a new phone to the mid-range market. Hopefully it will listen and release a new iPhone SE 2 or follow up to the much beloved iPhone 5C. But given the lack of industry rumblings about the two, I’m not holding my breath.
The post Opinion: Apple’s latest results prove the iPhone 11 needs to take a page out of Google’s playbook appeared first on Trusted Reviews.

Forget Pokemon Go, Apple Stores have three new free AR experiences
Wednesday July 31, 2019

Apple has opened registration for its new [AR]T sessions at Apple Stores around the world. The three different sessions include an interactive walk, learning the basics of creating augmented reality and an in-store art installation. The three AR sessions were created by Apple in collaboration with seven artists – Nick Cave (not that one), Nathalie … "Forget Pokemon Go, Apple Stores have three new free AR experiences"

Best Bluetooth Speakers 2019: great wireless speakers to set your music free
Thursday August 01, 2019

Best Bluetooth speakers 2019: Bluetooth speakers offer a quick and easy way to stream music from your phone, tablet or laptop, delivering great sound. If you’re a music fan who’s tight on space, or regularly on the move, a wireless speaker is an essential purchase. Bluetooth speakers come in all shapes, sizes and prices. Some … "Best Bluetooth Speakers 2019: great wireless speakers to set your music free"

The post Best Bluetooth Speakers 2019: great wireless speakers to set your music free appeared first on CMD368.

The post Forget Pokemon Go, Apple Stores have three new free AR experiences appeared first on CMD368.

Samsung is disappointed with Galaxy S10 sales − but it's found a solution
Wednesday July 31, 2019

Samsung has confessed that sales for the flagship Galaxy S10 are disappointing. But the response to underwhelming sales is to attack from two directions. In its quarterly statement, Samsung admitted that flagship sales have fallen due to “weak sales momentum for the Galaxy S10 and stagnant demand for premium products”. In other words, it seems … "Samsung is disappointed with Galaxy S10 sales − but it's found a solution"

The post Samsung is disappointed with Galaxy S10 sales − but it's found a solution appeared first on CMD368.