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on october 5, apple ceo tim cook posted a message on weibo in memory of steve jobs: steve showed us that the future is not something we have to wait for, but something we create ourselves. whether at apple or elsewhere, his memory lives on in the hearts of innovators and dreamers around the world.

according to public information, steve jobs died on october 5, 2011 after battling pancreatic cancer for many years.

this year, apple has been hit by multiple negative news, and its stock price has also underperformed the broader market.

a document recently disclosed by the u.s. securities and exchange commission (sec) shows that apple ceo tim cook sold 223,986 shares of apple stock, cashing out a total of us$50.276 million (approximately rmb 353 million). cook received 219,502 shares of apple stock earlier this week as part of a performance award he received.

sec documents also show that the sale order was issued on may 21, 2024, and the sale accounted for less than 10% of the apple shares he held at the time.

according to foreign media reports, as of early 2024, cook holds more than 3 million apple shares. the unsold stock is worth more than $500 million, and stock grants make up the bulk of his compensation package.

in august this year, apple disclosed its financial report for the third quarter of fiscal year 2024 (the second quarter of the natural year). in the quarter, the company achieved revenue of us$85.777 billion, a year-on-year increase of 5%; net profit was us$21.448 billion, a year-on-year increase of 8%.

although apple achieved double revenue and profit growth globally in the second quarter, revenue from its flagship iphone product continued to decline. at the same time, apple was "cold" in the chinese market, with its revenue in greater china reaching us$14.728 billion, down 6.5% year-on-year. according to canalys statistics, in the second quarter, apple fell out of the top five sales lists in the chinese smartphone market for the first time.

in this regard, tim cook said on the earnings call that sales in the entire greater china region fell by 6.5% year-on-year. however, if calculated at fixed exchange rates, the decline is less than 3%, and more than 50% of the year-on-year decline is related to the exchange rate.

although iphone revenue declined, tim cook said on the earnings call: "we are very excited that the iphone installed base reached a record high this quarter. if calculated on a constant currency basis, iphone performance has increased. ” he remains satisfied with the region’s multiple data dimensions. according to it, in greater china, the number of existing iphone user groups has reached a record high, and the company’s number of upgraded users in mainland china has also set a new record for the june financial quarter.

beijing capital securities research report believes that apple’s mobile phone falling out of the top five in the mainland chinese market may not necessarily be the norm in the future. apple mobile phones are likely to return to the top five again in the next quarter. china's local mobile phone manufacturers will face a more fierce competition. cost-effectiveness and the selling points of ai innovation will become the main theme of mobile phone manufacturers in the second half of the year.

it is also reported that on september 20, apple’s new 16 series was officially launched in the chinese market, but the market response was not as good as expected. prices dropped on the first day of launch. the biggest discount was given by pinduoduo. the official website price of the same model started at 5,999 yuan, while pinduoduo’s subsidized price started at 5,399 yuan, a drop of 600 yuan.

according to analysts at tianfeng securities, pre-orders for the iphone 16 series in the first weekend were approximately 37 million units, a 12.7% decrease from last year’s iphone 15 series. demand for the iphone 16 pro series has been lower than expected, with delivery times significantly shorter than the previous generation iphone 15 pro. although pre-order shipments increased, weak demand led to a year-over-year decline in first weekend sales.

jpmorgan chase believes that apple’s ai features have not driven the sales growth of this series of mobile phones as expected. as this ai feature gradually supports more regions, consumer demand for it is expected to grow. jpmorgan chase expects apple to sell 76 million iphones in the fourth quarter of 2024.

source: securities times

editor: liu junyu

proofreading: dynasty quan