Apple will revise the pricing policy for “iPhones” sold outside the United States. As reported in an interview with Reuters, CEO Tim cook, the cost of devices will be reduced in countries where the local currency weakened against the U.S. dollar.
According to cook, in January Apple has studied the macroeconomic situation “in some of these markets” and decided to bring prices to the level of what they were a year ago, to stimulate sales. What parts are going on, he said.
The probability that the “iPhones” will fall in price in Russia is very high. The last time Apple increased the price of its products on 1 January this year, in connection with the increase of the value added tax (VAT) from 18% to 20%. The average “Apple” equipment has risen by 2-3 thousand rubles. Before the Russian prices increased in the fall of 2018, after the announcement of the new iPhone models.
This week Apple announced financial report for the first quarter of the year, whereby proceeds from the sales of smartphones — a key component of the company’s business — fell by 15%, to 52 billion dollars. A particularly strong decline — 27% — was registered in China, the poor results shown by many emerging markets, where local currencies in the past year, a noticeable drop against the dollar.
On the conference call cook cited the example of Turkey, where the Lira over the past year fell by 33% against the dollar. As a result, revenue in this country for the first quarter, he said, fell by almost $700 million.
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