...When you look at the
$41 of decline, about half of that was driven by the fact we have continued to do very well in emerging markets with the 4S. There’s a lot of markets we’ve grown very strongly, in Latin America, Asia-Pacific, Eastern Europe. The rest was primarily as we move away from the quarter, we tend to have lower-capacity mix in our numbers.
Sales performance from the iPhone 5s, 5c and 4S were at all-time highs compared to their predecessors.
Driving a large portion of iPhone growth were developing markets. In particular, more than
85 percent of iPhone 4S and 69 percent of iPhone 5c buyers were new to the platform. China Mobile was especially helpful in the low end.
Greater China sales of the iPhone 4S hit an all time high in quarter two as the halo iPhone 5s helped attract new customers.
Both
India and Vietnam, doubled overall iPhone sales, while
Brazil, Poland, Turkey and others saw double-digit growth year-over-year.
- Luca Maestri, incoming CFO of Apple
得力於中移動通路，4S賣到最高點；而印、越兩地銷量翻番，巴、波、土等區域也有兩位數年增率成長。
BRIC countries (Brazil, Russia, India and China) clocked in with best-ever sales, illustrating the iPhone's growth potential in key developing regions.
We’ve seen our ability to attract new users to iPhone to be very significant in emerging market. We saw
new-to-iPhone numbers on iPhone 4S in the 80% level in certain large geos. This gives us confidence we can continue to grow. If we can
get them in on the entry iPhone, it gives them a great product at a great value and gets them into the ecosystem. The things you are seeing in the U.S. are not occurring in the other geos. Each country has its own cadence.
We sold
a very, very low single-digit percentage (of iPhone 4 units). Those sales had a minimal impact to results on the quarter.
- Tim Cook, CEO of Apple
US iPhone銷售成長
Cook解釋4S固然然助益iPhone在新興市場的銷售，但占整體約極低個位數比例，若以2%計，也有約90萬支。至於不到百萬支的低價iPhone，是否真能拉低$41整體ASP，值得細算。
舊機降價，以舊拉新的做法成功進軍新興市場，將益加鞏固Apple聚焦高階精品手機的信心，拒絕針對市場低價趨勢來開發專屬機款的想法。