Apple, some elements that emerged from the conference on quarterly results

During the conference of presentation of the quarterly Apple there were some elements that allow for a more complete picture of the current situation of the company, anything but gloomy

The conference presentation of quarterly results from Apple has offered some interesting insight that goes beyond the simple numbers, as well as some other element able to better describe what is the current situation of Apple that, in spite of what was deemed by analysts Wall Street, it seems far from alarming.

CEO Tim Cook responded by pointing out that Apple is gearing up for a long period of "surprises" from next autumn. The CEO of Apple has shown the latter part of 2013 and throughout 2015 as the "window of time in which to expect new devices and new products." Having released, as usual, more detail is not clear whether Cook wanted to see new versions of existing products or product categories completely new and unprecedented in the Apple catalog.

The words of the CEO of Apple, however, seem to dismiss the possibility of an imminent presentation of new models of the iPhone and iPad, postponing to the period of September, one year after the launch of the models available on the market now.

Tim Cook went on to speak of the situation in the title AAPL bors to: "We know that you have not fulfilled the expectations of all. [The fall in value of the shares] was frustrating, but Apple is still robust and will continue to do what we do best. We are not able to control elements such as exchange rates and the world economy. " The CEO then stated that the current composition of the tender Apple, the strength of the ecosystem and the potential for new product categories signify that the company is moving on a path very solid. "The most important goal for Apple is the development of innovative products," said Cook.

The boss of Apple was keen to point out that the comparison with 2012 is rather difficult, since the last year's results were very positive and the reduction in gross margins this year is due to the marketing of the iPhone 5 and iPad Mini . On this point also involved the CFO Peter Oppenheimer who notes that in the March quarter were marketed many more iPad mini compared to the December quarter,thus justifying the erosion of gross margins and the consequent drop in earnings compared to that recorded in the same period last year.

Oppenheimer also said that Apple is willing to exchange the decline in profits in the short term with the long-term success. In this regard, he pointed out that at the time of his debut iPod has been one of the products with the lower margin, but that its success has been the driving force of the business of iTunes, and that in turn has prompted Apple to want to open the iPhone project.

Total sales of iPad have grown considerably compared to the same quarter last year but declined, enough saline, compared with the December quarter in the order of about 15%. The market data analyzed by analyst firm IDC indicate a contraction of the tablet market in the order of about 30% compared to December, which suggests that Apple has been able to gain market share even after the holiday period. Cook has taken as a reference to IDC forecasts regarding future market tablet (which Cook has dubbed as "the mother of all markets) that is expected to reach 375 million units in 2016.

Particular emphasis has been placed on the performance of the Chinese market, where Apple has been able to score the best quarter ever. "The turnover was 8.8 billion U.S. dollars, an increase of 11% year on year." Much of the success is due to the iPhone, although Apple has not yet close any distribution agreement with the country's leading mobile operator, China Mobile. On this point, however, the Apple executives confirmed that they have already begun negotiations with the operator.Cook explained that the Chinese territory there are about 8000 stores and authorized the marketing of the iPhone that Apple is working to double the number in the next two years. Apple is also introducing some features on its online store for easy shopping experience for Chinese consumers and has introduced new systems and means of payment in China and other emerging markets to make its products more accessible to consumers in these markets .

Finally, with regard to smartphones with display large Tim Cook said that although they are products of particular interest among some users, the company will not make any similar product debut until the technology for this type of display is not mature enough. Cook pointed out that Apple wants to offer the best possible quality with the screen of your smartphone, in terms of color rendering, energy consumption, contrast, sharpness, and many other aspects. According to Cook competitors who have realized devices with large screens were found to sacrifice some of these aspects.