Shares of Apple plummeted more than 8 per cent in early trading Thursday after chief executive Tim Cook said the company lowered quarterly sales estimates for the first time in more than 15 years, pinning the shortfall on a deteriorating economy in China, inflamed by President Donald Trump's trade war.
But as Cook acknowledged, Apple's woes extend beyond shifting preferences in foreign markets. Not only does Apple's warning highlight the consequences of a slowing global economy, it brings to centre stage enduring concerns about the company's ability to innovate and maintain its position as a cutting-edge technology company despite crucial changes in the smartphone market and the relationship people have with their costly devices.
"[I]n the modern iPhone era last night was clearly Apple's darkest day in our opinion and represents a challenging growth period ahead for the company (and its investors)," Daniel Ives, an analyst at Wedbush Securities, said in a note to clients Thursday. The biggest fear for Apple investors, Ives said, is a customer base that stalls out, failing to grow over the next few years and triggering a "nightmare scenario decline." To stave off that possibility, Apple could bank on future iPhone redesigns and hope that more people choose to upgrade, or it could slash prices ahead of the next iPhone release, with aims to boost demand in China.
But Cook's warning was alarming to investors for reasons that hit closer to home. "[I]n some developed markets, iPhone upgrades also were not as strong as we thought they would be," he wrote. Cook went on to describe factors "broadly impacting" sales of its flagship product, including fewer sweeteners from carriers to reduce the cost of buying a new phone, higher prices, and the tendency for iPhone owners to hold on to their devices for longer periods of time, instead of indulging the latest upgrade.