Η apple μειώνει τις τιμές στα iphone για να αυξηθούν οι πωλήσεις

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Οι κατώτερες του αναμενόμενου πωλήσεις συσκευών iPhone, ιδίως στη μεγάλη κινεζική αγορά, καθώς και το ισχυρό δολάριο που δυσκολεύει τις αμερικανικές εξαγωγές, οδήγησαν σε μείωση -για πρώτη φορά εδώ και δέκα χρόνια- στα οικονομικά αποτελέσματα της Apple στη διάρκεια του τελευταίου τριμήνου του 2018, το οποίο περιλάμβανε και την εορταστική περίοδο.

Είναι η πρώτη φορά που μέσα στις γιορτές οι αγορές των smartphones της Apple εμφάνισαν κάμψη. Αυτό αναμένεται να φέρει μείωση στις τιμές ορισμένων από τα κινητά τηλέφωνα της, κάτι που έχει γίνει μόνο άλλη μία φορά στη 12ετή ιστορία των iPhones, το 2007, λίγο μετά το «ντεμπούτο» τους.

Τα άσχημα οικονομικά νέα έρχονται μετά την πρόβλεψη της εταιρείας, στις 3 Ιανουαρίου, ότι οι πωλήσεις της θα είναι μειωμένες φέτος λόγω της μεγάλης οικονομικής επιβράδυνσης της Κίνας. Ήταν η πρώτη προειδοποίηση που έχει κάνει η Apple από τότε που κυκλοφόρησε το iPhone -ένα προϊόν που την ανέδειξε σε εταιρεία με τη μεγαλύτερη χρηματιστηριακή αξία στην ιστορία.

Η ανακοίνωση εκείνη είχε ως συνέπεια να μειωθεί κατά 55 δισ. δολάρια η αξία της, ενώ οδήγησε σε προσωρινή αναστολή στις συναλλαγές της μετοχής της και ταρακούνησε τους επενδυτές διεθνώς, καθώς οι αναλυτές έχουν αρχίσει να αναρωτιούνται τι μπορεί συμβεί και σε άλλες εταιρείες που επηρεάζονται από την πορεία της κινεζικής οικονομίας.

Η μετοχή της Apple έχει ανακάμψει από τις αρχές Ιανουαρίου, αλλά παραμένει κατά περίπου 266 δισ. μικρότερη σε σχέση με το ρεκόρ του ενός τρισεκατομμυρίου δολαρίων που είχε φθάσει πέρυσι τον Αύγουστο (η πρώτη εταιρεία που κατάφερε κάτι τέτοιο). Πάντως, οι μετοχές της κινήθηκαν ανοδικά μετά την ανακοίνωση των οικονομικών αποτελεσμάτων του τελευταίου τριμήνου του 2018, καθώς αυτά ήταν μέσα στις προσδοκίες των αναλυτών και επενδυτών, οι οποίοι φοβούνταν το ακόμη χειρότερο.

Ο διευθύνων σύμβουλος της Apple, Τιμ Κουκ, άφησε να εννοηθεί ότι, για να τονωθούν οι πωλήσεις των iPhones, θα μειωθούν οι τιμές τους σε ορισμένες χώρες, χωρίς να διευκρινίσει σε ποιες. Όπως είπε, το ισχυρό δολάριο, που κάνει τις τιμές των προϊόντων της συγκριτικά αρκετά ακριβότερες σε σχέση με εκείνες των ανταγωνιστών της, αποτελεί εμπόδιο στις πωλήσεις της, ιδίως στις αγορές των αναδυόμενων οικονομιών.

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