Mac business sales in the fourth fiscal quarter were US$7.6 billion (currently about RMB 55.632 billion), compared with US$11.5 billion in the same period last year (currently about RMB 84.18 billion), a decrease of 34%. Mac revenue for the full year 2023 was $29.4 billion (currently about RMB 215.208 billion), down from $40.2 billion in 2022 (currently about RMB 294.264 billion).

Apple Chief Financial Officer Luca Maestri attributed this to two aspects. On the one hand, too fierce market competition, and on the other hand, the release of pent-up sales last year, which resulted in excessive proportions. of.

Maestri said last year’s supply chain issues in the second quarter led to a surge in Mac sales after recovery in the third quarter, and Apple has not been without supply chain-related issues this year.

Apple released the new M3, M3 Pro and M3 Max Macs in late October, but sales of those devices will be reflected in Q4. Apple CEO Tim Cook told CNBC he expects Mac performance to improve during the Christmas shopping season.

Tim Cook is confident about this: “I think the Mac business will improve significantly in the fourth quarter. We have launched the M3 series of chips and new Mac products equipped with this chip.”

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CEO Tim Cook was surrounded by crowds in Taikoo Li, Chengdu, where people greeted him and took pictures, and Cook raised his “scissor hands” in response. Interestingly, Cook also watched passers-by play “King of Honor” in the Taikoo Li Apple Store.

According to China Daily, Cook said in an interview, “I have very high expectations for Chinese developers on VisionPro. We already have a group of developers in Shanghai working on Vision Pro. We’ve already seen some of the apps, and they’re going to be a big hit. We are very excited about this. “

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When asked why Apple releases a new iPhone every year with little to no upgrades, it was not in line with Apple’s commitment to the environment. After all, wouldn’t the most environmentally friendly thing to do be to reduce the rate of iPhone upgrades?

In response, Tim Cook explained:

I think it's cool for people who want (a new phone) to get an iPhone every year. What we do is allow people to trade in their phones. If the phone still works, we resell it. If it doesn't work, we have a way to disassemble it and use the materials to make a new iPhone.

When it came to what the iPhone of the next 20-30 years might look like, Tim Cook emphasized, unsurprisingly, that the iPhone of that time would be carbon-neutral:

I think it will be carbon neutral. Obviously, it's going to be way ahead of what's out there today, but I don't want to give away our secrets on that. All I can say is that from an environmental standpoint, it will be carbon neutral.

In the wake of last month’s iPhone 15 event, some have questioned whether Apple’s so-called “green” statement is “greenwashing,” and Tim Cook has directly refuted it:

Well, greenwashing is reprehensible. So what if you think about what we're doing, the work we're doing, and then say what we're doing, and you're part of that work today? So here's a real proof. The objective fact that 30% of the material on the watch is recycled is proof of that.

The fact that we have significantly reduced the air freight process in shipping in favor of sea freight is also a fact. The fact that we are trying to reduce packaging so that more products can fit on a pallet. This is a key action. We are eliminating plastic (use). All of these are actions we've already taken, and they add up to a watch that is carbon neutral now, and by 2030, our entire product line will be fully carbon neutral.

Bleaching green (Greenwash) is by “green” (green, symbol of environmental protection) and “bleaching” (whitewash) combination of a new word, designed to illustrate that a company, government or organization that claims to be environmentally friendly but is actually doing the opposite environmental protection, but in fact is the opposite.

Tim Cook also revealed some of his efforts to reduce carbon emissions on a personal level:

I drive an electric car. I try to avoid plastics and plastic bottles and make them recyclable. I also compost. I do everything I can to minimize my carbon footprint.

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He tweeted, “Remembering a pioneer who challenged convention, a visionary who changed the world, a mentor in life and a dear friend of mine. We miss you, Steve.”

Steve Jobs died on October 5, 2011, after years of battling pancreatic cancer. After Jobs’ death, Apple held a “Remembering Steve” event at its Infinite Loop campus, featuring speeches by Tim Cook, Jonny Ive and others.

The Steve Jobs Archive was launched last September to bring Jobs’ life to a wider audience. The archive includes a curated series of exhibits and publications that “recognize his relentless focus on the future by bringing his commitment to excellence and epic sense of possibility to a new generation.”

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In an interview, Tim Cook said, “There is a huge difference in how people view the headset at this stage, and after wearing it, they may change their minds. I firmly believe in the broad prospects of spatial computing, and after you try it, it will become a rare Aha Moment in your life”.

Note: Aha Moment, more commonly translated as “moment of epiphany”, also known as the Eureka effect, is an expression first coined by German psychologist and phenomenologist Karl Bühler about 100 years ago.

At the time, he defined the expression as “a special, pleasurable experience in the process of thinking, during which a deeper understanding of a situation that was previously unclear suddenly arises.” We tend to use ahamoment to denote the moment when the solution to a problem suddenly becomes clear.

Ming-Chi Kuo previously said that Apple’s Vision Pro headset will ship 400,000 to 600,000 units in 2024, based on maximum capacity estimates from component suppliers, significantly lower than the market’s expectation of more than 1 million units.

Unless Apple significantly reduces the price of the Vision Pro headset, the significant growth that the market expects to begin in 2025 may not happen.

Tim Cook expressed optimism about the Vision Pro headset in the interview, saying that he met with several developers and that the feedback he’s received so far has been positive, suggesting that the Vision Pro headset has many developers excited.

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Tim Cook said that the Vision Pro headset is Apple’s “most advanced personal electronic device ever”, and he is very optimistic about the future of the Vision Pro headset.

Some of Cook’s interview answers are as follows:
How should we think about the Vision Pro headset revenue?

Tim Cook replied: The Vision Pro headset has left a deep impression on everyone who wears it. We are currently shipping developer kits to developers and plan to open them to consumers next year. I use the Vision Pro headset every day, and today’s earnings call can’t predict future earnings.
In terms of retail, Apple has opened many new stores in the past year, so what plans do you have for the second half of this year?

Tim Cook replied: The retail industry has always been the key to our market operations, and this is also the key and competitive advantage that will drive Vision Pro in the future. We can show new products to more people and we will open more stores.

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Apple CEO Tim Cook met with Indian Prime Minister Narendra Modi on Wednesday, reiterating Apple’s commitment to invest in the region.

Tim Cook thanked Narendra Modi on Twitter for his warm reception, saying: “We share your belief that technology can positively impact India’s future – from education and developers to manufacturing and the environment. develop and invest within the scope of

Rajeev Chandrasekhar also participated in the meeting. Part of his interview is as follows: “We have great confidence in Apple. The two sides have broad cooperation space in terms of investment, growth, export and employment. The investment scale is expected to reach 2 double, triple growth”.

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Located in the Select Citywalk mall in New Delhi’s Saket area, the store claims to run on 100 percent renewable energy and employs 70 staff, half of whom are women. The staff team consists of people from 18 different states in India who speak more than 15 Indian languages. The store is relatively small, only 10,000 to 12,000 square feet (about 1114 square meters).

According to the pictures released by the live media, Tim Cook appeared at the opening of the Apple Store retail store in New Delhi. Before the opening, a large number of Apple fans gathered in the mall.

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Tim Cook thanked Narendra Modi on Twitter for his warm reception, saying: “We share your belief that technology can positively impact India’s future – from education and developers to manufacturing and the environment.

On Wednesday, Narendra Modi said he was “very pleased” to meet Tim Cook, tweeting: “Great to exchange views on multiple topics and highlight technology-driven changes in India.”

Tim Cook met Narendra Modi during a visit to India in 2016, where Apple began assembling iPhones the following year. Things have changed a lot since then. Apple also took advantage of financial incentives from the Indian government to triple its iPhone production in India to $7 billion in the fiscal year that ended in March, Bloomberg previously reported. India currently accounts for about 7% of Apple’s global iPhone production, with annual sales of $6 billion (currently about 41.28 billion CNY).

Tim Cook, who arrived in India on Monday, witnessed the opening of Apple’s first retail store in the financial center of Mumbai the next day and is expected to open another on Thursday in an upscale New Delhi mall. Tim Cook also met other Indian officials as well as athletes, Bollywood actresses, musicians and students

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Cook also posted a message on his official Weibo account, saying, “It was great to meet our awesome customers and team at the Apple Sanlitun store. Thanks to Huang Ling for a great performance. All the best for the rest of your tour.”

Of course, Cook’s visit to China isn’t just about checking out the stores, The China Development Forum 2023 annual meeting will be held from March 25 to 27, with the theme “Economic Recovery: Opportunities and Cooperation”, and Cook is expected to attend the annual meeting.

In addition, according to Yonhap News Agency, Samsung Electronics Chairman Lee Jae-yong, as well as the heads of Siemens, Qualcomm, Corning, BMW, Mercedes-Benz, Aramco and other giants will also be present.

Qualcomm President and CEO Ammon also posted a new Weibo post this evening confirming his presence in Beijing. He said, “Excited to be in China again after a few years. It’s even more fun to meet up with the warm and lovely Snapdragon friends in Beijing today to celebrate the second birthday of Snapdragon Friends. Everyone’s love for Snapdragon and pursuit of leading-edge technology is a great motivation for us to keep making great inventions and products.”

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