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Apple 第二季營收年減1%至818億，EPS $1.26 優於預期。iPhone、Mac 疲軟，iPad 大減 20%，靠服務年增8%撐場佔1/4的總營收。 蘋果假設宏觀經濟不變，預計Q3的業績和Q2類似年減1%，iPad和Mac會有兩位數下滑。

🍏 iPhone：營收年減2%至396.7億 ＜ 預期399億
🍎 服務：營收+8.2%至 212.1億 ＞ 預期 207.6億
🍎 Mac：營收-7%至68.4億 ＞ 預期 66.2 億
🍏 iPad：營收-20% 至57.9億 ＜ 預期 64.1億
🍏 穿戴設備：營收+2%至82.8億 ＜ 預期83.9億

iPad因為去年有iPad Air基期較高，Mac 則相較同業下滑比較少，但庫克並未預測PC觸底。

#服務 是唯一亮點增速8.2%比上季+5.5%提升，包含Apple TV 和 Apple Music 付費訂閱數比去年增加1.5億，已經超過10億。廣告、App Store和Music都創下Q2紀錄。

區域方面大中華區因為Android跳槽變多，iPhone市占率提升，銷售年增8%。公司正努力擴大印度這個全球智慧手機第二大市場，蘋果在印度的市佔率仍低是個巨大的機會。

公司放緩了招聘，減緩費用的成長。Operating Margin 從27.8%提升至28.1%，毛利率43.2%提升至44.5%。

📊到 IEO的IG看更多財經圖表：https://ieobserv.com/IG

IEObserve 國際經濟觀察
Apple 第二季營收年減1%至818億，EPS $1.26 優於預期。iPhone、Mac 疲軟，iPad 大減 20%，靠服務年增8%撐場佔1/4的總營收。 蘋果假設宏觀經濟不變，預計Q3的業績和Q2類似年減1%，iPad和Mac會有兩位數下滑。

🍏 iPhone：營收年減2%至396.7億 ＜ 預期399億
🍎 服務：營收+8.2%至 212.1億 ＞ 預期 207.6億
🍎 Mac：營收-7%至68.4億 ＞ 預期 66.2 億
🍏 iPad：營收-20% 至57.9億 ＜ 預期 64.1億
🍏 穿戴設備：營收+2%至82.8億 ＜ 預期83.9億

iPad因為去年有iPad Air基期較高，Mac 則相較同業下滑比較少，但庫克並未預測PC觸底。

#服務 是唯一亮點增速8.2%比上季+5.5%提升，包含Apple TV 和 Apple Music 付費訂閱數比去年增加1.5億，已經超過10億。廣告、App Store和Music都創下Q2紀錄。

區域方面大中華區因為Android跳槽變多，iPhone市占率提升，銷售年增8%。公司正努力擴大印度這個全球智慧手機第二大市場，蘋果在印度的市佔率仍低是個巨大的機會。

公司放緩了招聘，減緩費用的成長。Operating Margin 從27.8%提升至28.1%，毛利率43.2%提升至44.5%。

📊到 IEO的IG看更多財經圖表：https://ieobserv.com/IG
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Apple 第二季營收年減1%至818億，EPS $1.26 優於預期。iPhone、Mac 疲軟，iPad 大減 20%，靠服務年增8%撐場佔1/4的總營收。 蘋果假設宏觀經濟不變，預計Q3的業績和Q2類似年減1%，iPad和Mac會有兩位數下滑。

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