Powered by Guardian.co.ukQhov tsab xov xwm hu ua “Kua: koj ua dab tsi tom qab ua lub ntiaj teb no lub feem ntau muaj txiaj ntsim lub tuam txhab?” raug sau los ntawm Rupert Neate nyob rau hauv New York, rau Lub Soj Ntsuam rau hnub Saturday 31st Lub ib hlis ntuj 2015 15.01 UTC

thaum cov kua tau los ua tus tshaj plaws muaj txiaj ntsim lub tuam txhab nyob rau hauv keeb kwm lub lim tiam, tshuaj ntsuam yuav tsis yog muaj lawv excitement.

"Stunning", "Zoo heev", "Ib tug dab" yog ib co ntawm cov kws tshuaj ntsuam 'tshua rau tus xov tooj uas qhia cov Silicon Valley ruaj tau $ 18bn (£ 12bn) nyob rau hauv cia li peb lub hlis - los ntawm muag 34,000 iPhones ib teev nyob ib ncig ntawm lub moos los ntawm Lub kaum hli ntuj rau lub Kaum Ob Hlis. Nws tam sim no muaj $ 178bn nyiaj ntsuab nyob rau hauv lub bank.

Tab sis tom qab tag nrho cov ntxhov heev, cov lus nug pib. Rau ib lub tuam txhab uas tau tuaj rov qab los ntawm lub brink ntawm ntaub ntawv bankruptcy los tsawg tshaj li 20 xyoo dhau los, ntev npaum li cas yuav zoo xov xwm ntxiv? Ntawm no yog cov rau lus nug txojkev lub ntiaj teb no tus loj tshaj neeg zoo.

nyiaj txiag, yog no lub ncov?

Kua yog 90 hnub deb ntawm cov ntaub ntawv bankruptcy thaum Steve Cov hauj lwm rejoined nws nyob rau hauv 1997- raws li nws tom qab qhia - tab sis Kua tam sim no nyhav downplay nws nyiaj txiag kev vam meej ua ntej ntawm peb lub hlis twg profit tshaj tawm nyob rau hauv thiaj li yuav surprise tub ua lag luam thiab tshuaj ntsuam.

Qhov no peb lub hlis twg cov profits nyob rau lwm teev, tab sis yog. Muag rau hauv lub peb hlis mus rau thaum xaus ntawm lub hlis ntuj nqeg twb mus 30% rau $ 74.6bn. Cov profits ntawm $ 18bn twb mus 37%.

Nws yog tus ceev tshaj plaws peb lub hlis twg txoj kev loj hlob txij thaum lub peb hlis ntuj 2012, tab sis, ces kua yog ib nrab ntawm cov loj nws yog tam sim no. Raws li kua chief nyiaj txiag tub ceev xwm, Luca Maestri, hais tias: "Rau ib lub tuam txhab ntawm peb loj uas tsis yog ib tug me me feat."

Katy Huberty, ib tug analyst ntawm Morgan Stanley, hais tias nws yog ib tug "quarter rau cov ntaub ntawv phau ntawv" thiab muaj zog nws qhia nqi phiaj los ntawm $126 rau $133, qhia nws ntseeg hais tias muaj ntau txoj kev loj hlob tuaj. lub shares, uas dhia 5% nyob rau hauv tom qab lub sij hawm trading nram qab no kua tau, kaw ntawm $117 nyob rau hnub Friday.

Lub loj kev sib tw tam sim no, hais tias Geoff Blaber, vice-tus thawj tswj hwm ntawm kev tshawb fawb rau CCS Insight, yog mus nrhiav tom ntej no txoj kev loj hlob lub caij nyoog. "Western teb chaws Europe thiab qaum teb America yog kab uas: muaj chav tsev rau txoj kev loj hlob kua muaj cia siab rau kev noj kev loj hlob los ntawm [Google tus] Hauv xov tooj ntawd operating system raws li pab kiag li lawm,"Nws hais tias. "Qhov loj, loj, ua kom pom tseeb yog nyob rau hauv Tuam Tshoj thiab mus rau ib tug tsawg raws li Is Nrias teb. "

Tshuaj ntsuam polled by Thomson Reuters cia siab tias kua nyiaj nyob rau hauv lub xyoo rau Cuaj hlis mus rau loj hlob 22%, tab sis txoj kev loj hlob qeeb los 4% nyob rau hauv lub nram qab no xyoo.

Puas muaj ntau ntau tus neeg tshuav leej twg xav tau ib qho iPhone?

Kua muag ib cov ntaub ntawv 74.5m mobiles nyob rau hauv lub quarter, 46% ntau tshaj nyob rau hauv tib lub sij hawm ib xyoos ua ntej lawm. "Thov rau iPhone tau staggering, shattering peb kev cia siab,"Hmoob thawj Tim noj hais tias. "Qhov no volume yog ib qho nyuaj to taub."

Lub xov tooj lees paub rau ob-feem-peb ntawm cov kua tus nyiaj, thiab muaj nqis ntau tshaj Microsoft thiab Google tus tseeb peb lub hlis twg kev muag khoom ua ke.

"Nkawd zoo li lub ntiaj teb no xav kom ib tug iPhone,"Steven Milunovich, ib tug analyst ntawm UBS, sau nyob rau hauv ib daim ntawv mus ua lag luam, taw kom paub tias tau txais kev pab tau demanded ntau txawm tias cov xov tooj tab sis Kua yuav tsis tsim lawv ceev ceev txaus kom txog thaum nyuam qhuav.

Txawm li cas los, Toni Sacconaghi, ib tug analyst ntawm Bernstein tshawb fawb, kom ceev faj txog tias kua txoj kev loj hlob tej zaum yuav dhau reliant rau lub xya-xyoo-laus cov khoom kab. "Ib tug thawj koom ruam rau cov kua yog nce ib tug thawj koom ruam nyob rau hauv iPhone,"Sacconaghi hais tias. "Qhov xwm zoo yog, iPhones yeej zoo kawg thiab. Cov xov xwm phem yog, txoj cai tam sim no uas tus tsav tsheb tshaj 100% ntawm cov nyiaj kev loj hlob ntawm lub tuam txhab. "

Ib tug Suav neeg yuav ob tug tshiab iPhone 6s.
Ib tug Suav neeg yuav ob tug tshiab iPhone 6s. Duab: Johannes Eisele / AFP / Getty Dluab

Yuav ua li cas ib qho tseem ceeb yog Tuam Tshoj?

heev: iPhone muag khoom yog exploding nyob rau hauv lub teb chaws. Kua overtook lub zos tsim Xiaomi ua Tuam Tshoj tus loj tshaj smartphone muag khoom nyob rau hauv lub kawg peb lub hlis twg. Suav muag khoom, uas twb tau muaj zog rau cov kua kom txog rau thaum nws tso qhov tseeb loj-screen xov tooj, tuaj nyob rau hauv nyob rau hauv $ 16.1bn, mus 70% rau xyoo tas los - thaum nws tseem tsis tau muaj ib tug deal muab nws nkag tau mus rau Tuam Tshoj txawb lub kwv yees li ntawm 760 lab subscribers.

Revenues in China are quickly catching up with the amount it collects in the whole of Europe, where sales were $17.2bn, mus 20%.

“I was there [in China] right after the launch in October, and the excitement around the iPhone 6 thiab 6 Ntau [yog] absolutely phenomenal,” Cook said during his call with analysts. “You can tell that we’re a big believer in China.”

Apple plans to double the number of its stores in greater China to 40 by mid-2016. “It’s an incredible market,"Nws hais. “People love Apple products. And we are going to do our best to serve the market.”

Only a year earlier, nyob rau hauv Lub kaum hli ntuj 2013, Apple was the No 6 smartphone maker in China, trailing Xiaomi, Huawei, Lenovo, Samsung and Yulong, according to research firm Canalys.

“This is an amazing result, muab hais tias qhov nruab nrab muag nqi ntawm cov kua tus handsets yog ze li ntawm ob cov neeg ntawm nws nyob ze cov neeg sib tw,"Canalys hais tias. "Thaum Suav smartphone cov neeg muag khoom yog sai sai nkag mus rau hauv av chaw, Kua tau muab cov ntxhuav nyob rau hauv lawv nyob rau hauv lawv lub tsev ua lag luam. "

Tau nws them taus rau lub Kua Watch tsis?

Nws tau tsib xyoos txij li thaum cov kua launched nws tseeb tiag tiag khoom tshiab - lub iPad - nyob rau hauv 2010. Nyob rau nws lub npe rau innovation, thiab diversify cov nyiaj tau los deb ntawm tso siab rau cov iPhone, Kua xav tau kev pab lub kua Watch mus yuav ib tug unqualified zoo.

Ua noj tshaj tawm hais tias tus saib yuav mus nyob rau khoom nyob rau hauv lub Plaub Hlis, muab rau lub tuam txhab ib boost nyob rau hauv nws cov peb lub hlis twg thaum nws yuav tsis tau txais txiaj ntsim los ntawm Christmas los yog Suav lub xyoo tshiab, uas yuav tau pab rau yav dhau los ob quarters. "Peb nyob nraum ua zoo kawm nyob rau hauv txoj kev loj hlob ntawm nws,"Nws hais.

Kua qhia txog cov khoom tshiab - feem ntau xa mus rau raws li lub iWatch, txawm hais tias nws twb tsis tau officially npe - raws li cov "feem ntau tus kheej ntaus puas tau" thiab nws yog xav tias nws yuav tsum tau saib xyuas nws cov wearer lub noj qab haus huv raws li zoo raws li txuas rau ib tug iPhone los muab ob peb lwm zog. Ua noj hais tias app developers twb Vaj kub siab heev rau nws nrog "ib co zoo kawg innovation".

Carolina Milanesi ntawm Kantar Worldpanel ComTech hais tias tus saib yuav pab Kua cuag nws muag mus rau hauv ib tug ntau dav lag luam. "Lawv tau heev ntse nyob rau hauv thawb nws raws li jewellery thiab tsim es yuav ua li cas technologically ntse nws yog,"Nws hais tias. "Lawv ywm ntxiv rau impressing tus tsim thiab zam lub ntiaj teb no tshaj lub tech bloggers.

"Kuv xav tias qhov no yuav yog ib lub ntau npaum li cas irrational muas dua nrog ib tug iPad. Nrog ib tug iPad koj xav ib iPad: qhov no yog yuav mus yuav tau ntau tshaj ntawm ib tug zam daim ntawv qhia. "

Nws hais tias lub lub community launch yuav pab tau los ntawm lub zam thiab marketing txawj Angela Ahrendts, lub qub Burberry nais Kua ntiav xyoo tas los nyob rau hauv ib tug $ 73m them pob raws li nws lub taub hau ntawm lub khw muag khoom.

Kua poached ib txoj hlua loj npe los ntawm zam thiab tsim mus koom nws saib pab neeg, xws li Patrick Pruniaux, yav tas los vice-tus thawj tswj hwm ntawm kev muag khoom ntawm Tag Heuer thiab yav tas los Yves Saint Laurent nais Paul Deneve, uas yog tam sim no kua "vice thawj tswj hwm ntawm tshwj xeeb tej yaam num".

Tim noj unveils cov kua Watch nyob rau hauv California xyoo tas los.
Tim noj unveils cov kua Watch nyob rau hauv California xyoo tas los. Duab: Zuma / Rex

Tau Tim ua noj sawv ntawm tus duab ntxoov ntxoo ntawm Steve Cov hauj lwm?

Ob peb Hmoob tswj tau raws li intimately kev cob cog rua rau lawv tuam txhab uas muag li hauj lwm yog nrog kua, thiab ua noj ntsib ib tug tawv sib ntaus sib tua los yeej tshaj ua lag luam uas ntshai tsam nws Corporate co-founder lub zeem muag thiab showmanship.

Activist tub ua lag luam David Einhorn thiab Carl Icahn tau sim mus cuam tshuam nrog noj kev tswj, tab sis nws tau sawv nws av. Nws kuj qhia nws steely sab los ntawm axing Scott Forstall, lub qub lub taub hau ntawm nws iOS mobile operating system, tshaj lub ua tsis tau tejyam community launch txog cov kua Maps app, raws li zoo raws li hloov lub taub hau ntawm lub tuam txhab khw muag khoom noj, John Browett - lub qub Dixons nais - tom qab tsawg tshaj li ib xyoo nyob rau hauv txoj hauj lwm.

Cov hauj lwm thiab ua noj yog "xws txawv personalities", hais tias Milanesi, uas tau ua raws li cov kua rau ntau tshaj ib xyoo caum. "Lub txais tos nyob rau hauv ua noj tau heev zoo: nws yog heev impressive nyob rau hauv kev ua hauj lwm thiab tswj cov khoom saw. "

Milanesi hais tias noj tau kuj ua ib tug ntau mus ua kua xav tias zoo li ib tug ntau siabzoo hom. "Nrog Cov hauj lwm nws yog aspirational tab sis dog dig untouchable thiab nyob deb,"Nws hais tias. "No mas, ntau npaum li cas qhib thiab mus siv cuag nyob rau hauv Tim, thiab hais tias yog ib qho tseem ceeb raws li lawv xav mus cuag cov khoom ntau yam mus rau ib tug dav seem ntawm cov kev pab.

"Nws loj xeem yuav cov kua Watch, raws li nws yog tus thawj khoom yuav tsum tau launched nyob rau hauv nws coj noj coj ua. "

Yuav kua loj loj nyiaj ntsuab pawg los ua ib tug lav?

Kua ua ntau npaum li cas nyiaj tshaj nws yuav siv, rau cov neeg uas nws tau ua li ib tug $ 178bn nyiaj ntsuab pawg. Nws ntxiv $ 23bn mus rau lub coffers rau hauv lub xeem peb lub hlis twg thiab ze li ntawm tag nrho cov ntawm nws yog banked txawv teb chaws. Noj nws rov qab mus rau lub US rov qab mus rau shareholders yuav raug ib tug loj nqi se.

Yuav kom appease tub ua lag luam Kua tau yuav rov qab shares, tab sis los ntawm qiv tiv thaiv cov nyiaj ntsuab es siv lub capital. Nws yuav rov qab $ 45bn ntawm shares xyoo tas los tab sis tsis tau ua npaum li cas ntawm ib tug kawm ntawv nyob rau hauv cov nyiaj ntsuab. Nws muaj $ 35bn ntawm cov nuj nqis.

Blaber hais tias Kua xav tau kev pab kom muaj ib tug loj seem muab nws "cov nqaij thiab yooj nqis peev nyob rau hauv tshiab pawg". Tab sis nws tseeb thiab biggest tshaaj - Dr Dre tus headphones thiab streaming ua lag ua luam Neeg ntaus Electronics - nqi nws $ 3bn.

Qhov luaj li cas ntawm kua nyiaj ntsuab tuav tau attracted tus mloog ntawm cov politicians. Ua noj tau hais rau Congress lub tuam txhab yuav nws thiaj li coj nws rov qab onshore, tiam sis tsuas yog thaum muaj ib tug "ua txoj simplification uas cov neeg se code" nrog rau ib tug "tsim nyog se rau txawv teb chaws cov nyiaj tau uas tso cai rau cov dawb ndlwg ntawm capital rov qab mus rau lub US".

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