Apple發表上季財報，營收利潤產品銷量全部都創歷史新高

先引用原文：
Apple today announced financial results for its 13-week fiscal 2013 first quarter ended December 29, 2012. The Company posted record quarterly revenue of $54.5 billion and record quarterly net profit of $13.1 billion, or $13.81 per diluted share. These results compare to revenue of $46.3 billion and net profit of $13.1 billion, or $13.87 per diluted share, in the 14-week year-ago quarter. Gross margin was 38.6 percent compared to 44.7 percent in the year-ago quarter.

實際銷售數字：
The Company sold a record 47.8 million iPhones in the quarter, compared to 37 million in the year-ago quarter. Apple also sold a record 22.9 million iPads during the quarter, compared to 15.4 million in the year-ago quarter. The Company sold 4.1 million Macs, compared to 5.2 million in the year-ago quarter. Apple sold 12.7 million iPods in the quarter, compared to 15.4 million in the year-ago quarter.

簡單翻譯：
Apple發表上季財報(從2012年的10到12月底)，創下公司單季營收最高紀錄545億美金，單季最高利潤131億美金。毛利為38.6%，比起去年同期的44.7%下降了將近6%。

Apple賣出破紀錄的4780萬台iPhone，去年同期為3700萬台；iPad銷量也是新紀錄的2290萬台，去年同期為1540萬台；410萬台的Macs，去年為520萬台；1270萬台iPod，去年為1540萬台。

個人評論：
不出預料，儘管各種利空謠言四起，對Apple來說提供實際的數字比什麼說法都有說服力，銷售成績又是創紀錄的一季。可笑的是財務報告發表後Apple的盤後股票交易價格又跌了快10%，說是成績不如分析師預期... 真的是不知道所謂的"專業"分析師的數字是怎麼變出來的...

從數字來看，iPhone的銷量持續成長，iPad Mini的加入也讓iPad的整體銷量提升，不過毛利卻下降了6%，我看跟iPad Mini的低定價脫不了關係，為了搶攻7吋市場犧牲了一些利潤。

Mac的成績倒是不太理想，兩個理由，一是iMac更新的時機太慢，十二月才出貨銷量自然不高；另一個就是賈伯斯說的後PC時代的到來，PC(個人電腦)的銷量會被平版電腦逐漸取代，就像卡車被汽車取代一樣。

另外Tim Cook倒是對前一陣子的謠言(Apple大砍上游訂單之類的)做了點說明，以下先引用原文
“I’d recommend questioning the accuracy of any kind of rumor about build plans,” Cook said. “I’d also stress that even if a particular data point were to be factual it would be impossible to interpret what it really means to our business. Our supply chain is very complex and we have multiple sources for our components. Yields can vary, supplier performance can vary. There’s just a long list of things that would make any single data point not a great proxy for what’s going on.”

隨便翻譯
"我建議大家去質疑各種關於生產計畫謠言的準確性" Cook說到 "我也想強調即使某個單一數據是正確的，也不可能據此推測出它對我們公司的真正意義。我們的供應鏈是非常複雜的，使用的元件也有多個上游提供，產量會變動，供應商的績效也會變動。有太多的東西會讓任何單一數據失去用它推測現狀的能力。"

說的真好啊，請這些新聞媒體好好想想吧，不要老是亂下結論啦...