A pandemic from COVID-19 had a significant impact on the production of iPhones 14 and, consequently, in Apple’s revenue. That’s what the CEOChief executive officeror executive director.”>1 Tim Cook highlighted at the conference where he presented the results of the company’s last fiscal quarter.
According to him, the problems mainly affected the production of the iPhones 14 Pro and 14 Pro Max – which had a greater demand than the other models. With the manufacture of fewer units, the deadline for sending to users has also extended far beyond the forecast.
The problems pointed out by Cook, it is worth highlighting, happen mainly in China — where the largest share of iPhone production is concentrated and there were strong restrictive measures (the lockdowns) to combat the pandemic. According to the executive, the company continues to prioritize “people”, so that its suppliers can “guarantee the health and safety of each worker”.
Returning to the present, Cook revealed that the level of production of iPhones returned to the level expected by Apple – which does not mean that the company does not continue to face other problems, which were pointed out by him as impacting the negative revenue recorded by Apple in the quarter.
According to him, in addition to COVID-19, currency difficulties and the challenging macroeconomic environment — with high inflation in the United States and the war in Europe — contributed to Apple not reaching its revenue target for the first time in four years.
We know that Apple is not immune to this. But whatever conditions we face, our approach is always the same: we are thoughtful and deliberate. We manage for the long term. We quickly adapt to circumstances beyond our control while delivering with excellence what we can.
Despite these challenges, Cook said he is confident with what will come in 2023. Apple, it is worth remembering, may launch another product category this semester: its augmented/virtual reality headsetl. It remains to be seen whether it will have a positive or negative impact on revenue.
iPhones 14 Pro e 14 Pro Max
iPhones 14 e 14 Plus
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