To whom much is given, much is expected. I’m sure that Apple Inc. would rather not be in the middle of this very public battle with the FBI over iPhone encryption. But this is one battle that Tim Cook must fight.
Tesla’s upcoming Model 3 is going to be the final blow that kills Tesla Motors. At this point, it appears that Elon Musk has been so busy regurgitating his spiel about how the public wants electric cars that he actually believes it. He’s literally willing to kill the company to either be proven right or to to be finished with evangelizing.
When Apple reported their Q1 earnings, Tim Cook made a pretty big deal about the revenue that they are losing due to currency fluctuations. It’s a fact that year over year Apple is getting 85 cents on the dollar for non-US sales. That means that 15 cents of every dollar evaporated into the air like water on a hot, dry day due to unfavorable currency exchange rates. Technically, he’s telling the truth, but the whole story is not nearly as bad as he makes it out to be. If they were losing out on that much money net, there would be no way Apple could have increased gross margins from 39.9 to 40.1%.
So how do we reconcile these two truths? How could Apple improve their gross margins while losing a huge chunk of their sales revenue? The answer is that Tim is only telling us half the story.
Manufacturing and distribution analysis since 1993.
Perezonomics is available in Apple News