10 years now that Apple is a player in the smartphone market. And not least because it occupies for many years the number two in the world – with a single product (but available in different formats today), and the iPhone.
This is the January 9, 2007 that the iPhone was first unveiled by Steve Jobs. The commercial launch will follow a few months later, in June 2007 in the United States, then, at the end of the year in Europe.
Apple, 2nd manufacturer in the world. Nokia and RIM missed
No keyboard and very high-end in terms of price, the first Apple smartphone was greeted by ridicule by the boss of Microsoft of the time, Steve Ballmer. For the latter, the fate of the iPhone was all plot. The officer has since had the time to measure and recognize his error.
Apple has introduced a real rupture on the mobile phone market is still dominated by the “feature phone”. Indisputably, the firm of Cupertino has erected the touch interface reference on your smartphone. In 2007, the touch was virtually non-existent. Two years later, a majority of mobile tactile (43% in France in December 2009).
In this global market of mobile telephony, new actors have thus emerged. The release of the iPhone has caused a redistribution of the cards. He was the first recipient in the first place. Between 2007 and 2009, iPhone sales have almost been multiplied by 20, up from 1.39 to 20,73 million units. In 2012, the american giant has crossed the mark of 100 million smartphones.
His record, it was established in 2015 by the iPhone 6 and its change of format. On this year, Apple had spent a little more than 231 million terminals. Last year, its sales, however, declined.
The global market is it is true more the same as before, and growth has two figures belongs to the past. In 2016, it should be around 3% according to IDC (1.48 billion smartphones), compared to 10% a year earlier.
A market that is slowing and a new competition
The years of strong growth occurring in 2007 and then have been sufficient to enable Apple to become one of the best. In 2008, he was the 3rd builder by volume (13.8 million). That surpassed yet ? RIM and Nokia. These two manufacturers have since practically disappeared from the landscape.
BlackBerry has decided in 2016 to stop the production of smartphones, preferring to focus on software and services, and sell licenses to third parties to exploit its brand of terminals. As for Nokia, it disappeared, selling its business to Microsoft. Today he’s trying a comeback, but with Android and with ambitions far more modest.
The iPhone has upset the hierarchy of constructors, but also of the publishers platforms. Next OS, Android and iOS share the market. In regard to manufacturers, Samsung is the leader of the market of 1.48 billion devices thanks to the over 300 million smartphones shipped in the world. Apple ranks therefore second in front of the chinese Huawei. And other Chinese such as Oppo, Vivo and Xiaomi flow now millions of devices.
For Apple and Samsung, this competition is more painless on a market saturation, and where more and more manufacturers are selling models mid-range high performing and responding to the expectations of the consumers.
Apple : iPhone-dependent
In 2016, for the first time since the introduction of the first iPhone, Apple has recorded a decline in iPhone sales. Worse, for the first time since 2001, the firm of Cupertino has seen its sales down (-8%). Has $ 215 billion of CA, the latter, however, is still far from the ruin.
This fall, Apple owes it exclusively to the iPhone in respect of which its dependency has increased since its creation. And in 2016, the iPhone was alone with 63.5% of the turnover of the firm. It is, however, three points lower than a year earlier, but still significantly more than in 2014 (55,7%).
However, Apple does not draw its resources from the single sale of terminals. Services (Apple Music, App Store, iCloud, etc) are a source of substantial revenue for the company. And Apple intends to build. Services accounted for 24,34 billion in 2016. It is a little more of 4 billion additional dollars in the space of just one year.
With the iPhone, Apple has also caused the emergence of an ecosystem around its mobile platform iOS. In 2013, the App Store allowed him to generate 10 billion dollars of turnover. On 2016, the store to $ 2.2 million of applications has generated 20 billion dollars in revenue. This represents an increase of 40% year on year. Apple drives the point home by adding that since its opening in 2008, the App Store has done to earn 60 billion dollars to developers.
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