Apple Reports 10% Decline in iPhone Sales for Q2 2024


using iPhone in public

Apple released its financial results for its fiscal 2024 second quarter, revealing a mixed bag. While the company witnessed a decline in iPhone sales compared to the same period last year, its Services segment achieved a record high.

Overall revenue for the quarter ending March 30, 2024, stood at $90.75 billion, reflecting a 4% year-on-year (YoY) decrease. Net income also saw a YoY decline, settling at $23.63 billion.

The primary driver behind the revenue dip was a 10% decline in iPhone sales across Asia. Greater China (including mainland China, Taiwan, and Hong Kong), Japan, and the Rest of Asia Pacific regions all experienced a decrease in net sales. Conversely, the Americas and Europe remained relatively stable, with slight changes that can be considered negligible.

Apple’s Q2 2024: Services Shine Amidst iPhone Sales Decline

iPhone 15

However, the news wasn’t entirely bleak. Apple’s Services segment, encompassing subscription services like Apple Music and iCloud, warranties, licensing agreements with search engines, and payment services like Apple Pay, exhibited significant growth. This segment reached an all-time high of $23.9 billion, exceeding analyst expectations and demonstrating a 14% increase YoY.

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This positive trend in Services is expected to continue, with Apple forecasting yet another double-digit growth in the coming quarter. This optimism is likely fueled by the increasing adoption of Apple’s growing ecosystem of devices and services.

In a move demonstrating confidence in the company’s future prospects, Apple’s board of directors authorized a significant share buyback program. This program, valued at $110 billion, represents the largest share repurchase in the company’s history. Additionally, Apple announced a 4% increase in its quarterly cash dividend, bringing it to 25 US cents per share.

Apple’s Q2 results highlight the evolving nature of its business. While iPhone sales, traditionally a major revenue driver, experienced a setback in specific regions, the company’s diversification efforts are yielding positive outcomes. The robust performance of the Services segment demonstrates the potential for Apple to expand its revenue streams beyond hardware sales. The substantial share buyback program further underscores the company’s commitment to shareholder value.

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Looking ahead, it will be interesting to see how Apple navigates the ongoing market fluctuations in Asia and whether it can sustain the momentum in its Services segment. The company’s ability to innovate and cater to the evolving needs of its customers will likely be crucial in determining its future financial performance.

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