US$150.13 billion – up 5.5% on the previous year The largest contributor to the ever-growing profit of Apple is the iPhone (US$150.13 billion in the period from October 2019 to March 2020). This is despite the fact that over the last 5 or 6 years, Apple’s share of the smartphone market has declined in terms […]

US$150.13 billion – up 5.5% on the previous year The largest contributor to the ever-growing profit of Apple is the iPhone (US$150.13 billion in the period from October 2019 to March 2020). This is despite the fact that over the last 5 or 6 years, Apple’s share of the smartphone market has declined in terms of unit sales from around 34% to between 10% and 18%. Several factors contribute to the continued growth in revenue and profitability at Apple, despite falling unit sales. Perhaps the most significant is the increased margins. In an increasingly competitive market, Apple has proven to be very adept at increasing its margins – something other brands have been unable to do. This maintenance and growth in margins at Apple have been one of the more significant contributions of Tim Cook, Apple CEO. It has been achieved largely due to the strength of the Apple brand.…