Apple sales fall in nearly all countries

BBC: Apple sales have fallen in almost every market across the globe, according to the latest results from the 
tech giant.

The company said that demand for its smartphones dropped by more than 10 percent in the first three months of this year, while overall sales fell in every geographic region except for Europe.

Apple said that overall, revenues across the company declined by 4 percent to US $ 90.8 billion (£72.5 billion), which was the biggest drop for more than a year.

Nevertheless, the results were not as bad as expected and Apple’s share price rose in after-hours trading in 
New York.

The company said the figures were distorted by Covid-related supply disruptions, which led to unusually strong sales during the same period last year.

It pledged that sales would return to growth in the months ahead, noting upcoming product launches and investments in artificial intelligence (AI).

Overall sales in the critical greater China market dropped by 8 percent. Cook attempted to reassure investors about the state of the business in the world’s second largest economy, noting that iPhone sales were actually up in “mainland” China.

“I maintain a great view of China in the long term,” he said.

Competition in that market has been intensifying from local rivals such Huawei.

Gil Luria, Senior Software Analyst at DA Davidson, said companies such as Huawei do well in China because “it is the homegrown brand”.

“But in terms of features, functionality and prestige, iPhone still has an advantage over any other handset,” he told the BBC’s Today programme.