8 optimistic takeaways from Apple’s slumptastic earnings call


Is it time for Apple to get spiritual?
Is it time for Apple to get spiritual?
Photo: Ste Smith/Cult of Mac (original image: Wired)

With quarterly revenue declining for the first time in more than a decade, Apple execs Tim Cook and Luca Maestri put on their game faces during today’s Apple earnings call to tell us why things aren’t really all that bad in Cupertino.

The sad truth is that slumping iPhone sales, which joined the iPad and Mac lineups in the down column, will likely take a toll on Apple’s image — and on its stock price.

Still, there were plenty of other intriguing and optimism-inspiring things we heard during Apple’s Q2 2016 earnings call. Here are the most important takeaways from this historic Apple moment.

iPad Pro lives up to its name with strong early sales


The iPad Pro isn't ready to compete with Intel Macs... yet.
The iPad Pro had an impressive launch.
Photo: Leander Kahney/Cult of Mac

After gloomy early reviews and alleged lower-than-expected orders by Apple, it seems the iPad Pro may have struck a chord with users after all.

A research firm claims that Apple’s giant tablet performed impressively over the all-important December quarter, despite its high price point.

Apple not predicting the iPad Pro to be a big holiday seller


Animators are raving about the iPad Pro.
The iPad Pro may be hard to find early on.
Photo: Apple

Apple hopes the iPad Pro will reinvigorate slumping tablet sales, but the company’s not showing much faith in the device, if initial orders are to be believed.

According to supply chain sources, Apple is taking a “rather conservative attitude” toward iPad Pro, ordering just 2.5 million for the rest of 2015 — and possibly even less for the first quarter of 2016 if holiday sales prove weaker than expected.

Is This Why Apple Is Making The iPad Mini? Probably Not [Opinion]



According to a new report by the Pew Internet and American Life Project, one in four adults in the United States owns a tablet of some kind. Two thirds of those adults have purchased them in the last year, according to the study, which was reported by The Economist. Further, the data doesn’t even include the new Google Nexus tablet, nor the new Kindle Fire HD from Amazon.

Is iPad in trouble? Is this a new era for Apple, one in which it must play catch up? The numbers of units do seem to tell that story.

I’m not buying it, though.

Increasing iPad Demand Could Cut Into Mac Sales [Report]

iPad Mac

In yet another another analyst forecast, Mac sales are expected to decline as demand for the iPad continues to increase. According to a report by BMO analyst Keith Bachman, the last two quarters of 2012 will be “challenging” for Apple, due to increased iPad demand and the expectation of a new iPhone.

Bachman has lowered his Mac sales forecast by 1.6 million units, while raising iPad sales expectations by 3.8 million. In fact, for the next six quarters, Bachman predicts a reduction in Mac sales by 40% of the increased iPad sales.