Gross margins also shrank when the company brought out the iPhone 4
FORTUNE -- One of the numbers analysts watch closely when a company reports quarterly earnings is its total gross margin. It's usually expressed as a ratio:
GM% = (total revenue - cost of goods) / total revenue
Gross margin can be thought of as a measure of how efficiently a company turns sales into profits.
In Apple's (AAPL) case, gross margins (according MOREPhilip Elmer-DeWitt - Oct 29, 2012 8:16 AM ET
The forecasts range from 21 million to 32.3 million. Median estimate: 27 million.
FORTUNE -- How well Wall Street receives Apple's (AAPL) quarterly earnings these days depends almost entirely on the iPhone.
In a good quarter -- like fiscal Q2 2012, when Apple sold 35 million iPhones -- the device will account for nearly 60% of the company's total revenue. In a bad quarter -- like Q3, when the 26 million units MOREPhilip Elmer-DeWitt - Oct 17, 2012 11:16 AM ET
Take that CNET! Gotcha Gizmodo!
FORTUNE -- A little cultural relativism goes a long way when struggling with first-world problems -- like the flaws in Apple's (AAPL) new Maps app -- as Saturday Night Live comes to the iPhone 5's defense. Video now available on YouTube. Get it while you can.Philip Elmer-DeWitt - Oct 15, 2012 7:03 AM ET
Likely buyers were not dissuaded by either Apple's Maps app or the new dock connector
FORTUNE -- A new survey of 4,270 mostly North Americans conducted in September and released Friday found no evidence that the concerns about Apple's (AAPL) new iPhone that have preoccupied the tech press since its release have affected likely buyers.
To the contrary.
According to ChangeWave's polling, nearly one in three (32%) of the early adopter types in their survey MOREPhilip Elmer-DeWitt - Oct 12, 2012 9:08 AM ET
Early signs that the success of Cupertino's latest entry is coming at Android's expense
FORTUNE -- "We said the new iPhone was going to be huge and it was," writes Pacific Crest's James Faucette in a note to clients issued Tuesday. He briefly touches on Apple (AAPL) -- noting strong demand for both the new phone and the newly discounted older models -- before unloading a trunkful of bad news for MOREPhilip Elmer-DeWitt - Oct 10, 2012 2:45 PM ET
It's headed for $1,000, he says. $635.85 may not be the bottom, but it's close enough
FORTUNE -- "History has repeatedly taught us that the best time to buy Apple is when the bearish sentiment in the stock has reached the pinnacle of extreme pessimism. When every guest on CNBC is calling for the imminent demise of Apple, when every headline is making a case for why Apple has peaked, and MOREPhilip Elmer-DeWitt - Oct 10, 2012 7:06 AM ET
The stock is down 9.5% from its $705 all-time intraday high
FORTUNE -- With Apple (AAPL) trading below $640, many of the several dozen analysts who follow the stock -- and who have issued a median price target of $780, according to Thomson/First Call -- are getting anxious calls from clients asking what the hell is going on?
On Tuesday, Sterne Agee's Shaw Wu (price target: $840) sent a note to his MOREPhilip Elmer-DeWitt - Oct 9, 2012 8:33 AM ET
A near insurrection in the staff and a reported $2 million a month are powerful incentives
FORTUNE -- Anybody who follows Apple (AAPL) with more than passing interest couldn't help but wonder what was behind the surprise retirement in June and sudden reinstatement two months later of Bob Mansfield, the company's long-time senior vice president of hardware engineering. (See Early retirement isn't all that it's cracked up to be.)
A well-reported feature MOREPhilip Elmer-DeWitt - Oct 3, 2012 1:40 PM ET
The results of a hard-to-predict quarter are coming out a little late this year
FORTUNE -- Apple's (AAPL) fourth fiscal quarter of 2012 -- which closed last Saturday, Sept. 29 -- was supposed to be even weaker than the third.
As CEO Tim Cook explained to analysts last July, Q3's earnings were reduced by customers who put off buying an iPhone after reading press reports that Apple was working on a new MOREPhilip Elmer-DeWitt - Oct 2, 2012 5:50 AM ET
An heir apparent to Steve Jobs was in charge of both Siri and the new Maps app
FORTUNE -- There's no shortage of embarrassing instances where Apple (AAPL) Maps "fell short" -- as Tim Cook's public apology put it -- but on Friday Canadian reader John Garner pointed me to a particularly striking one.
Jason Matheson, a fellow Canadian with a knack for Mac programming, ran a quick Xcode script that compared MOREPhilip Elmer-DeWitt - Sep 29, 2012 11:45 AM ET
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