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Apple released its fiscal Q1 2023 financial results on Feb. 2, and it was one of the least impressive quarters for the business in recent memory. For the first time in close to four years, Apple's quarterly revenues declined.

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The report shows that the company just experienced its largest decline since 2016 and its first decline since 2019. Products revenue was $96.4 billion, down 8% from last year, Mac revenue was $7.7 billion, down 29% year over year, and overall revenue was down more than 5% year over year.

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This was in part due to the company's failure to match sales from the same quarter last year across the majority of its hardware segments and production setbacks in China that limited its capacity to deliver its flagship iPhones - iPhone 14 Pro and iPhone 14 Pro Max according to Apple’s CEO, Tom Cook statement in the call.

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Explaining the reasons for the downturn, CEO Tim Cook mentioned three things,

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* A challenging foreign exchange environment
* Covid-19 related constraints
* Difficult macroeconomic climate

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However, the iPad and services, which include products like Apple Music and TV+, iCloud, and AppleCare, were the two areas of the company that did experience growth. Services saw an increase of 6.4% to $20.77 billion, while iPad sales increased by 29.66% to $9.4 billion.

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Despite the business's overall difficulties in China, CFO Luca Maestri notes that the company nonetheless achieved records for services revenue in Greater China during the December quarter and for all of the Americas, Europe, and the rest of Asia Pacific.

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> *“We now have more than 935 million paid subscriptions across the services on our platform, up more than 150 million during the last 12 months alone and nearly four times what we had just five years ago,”*

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CFO Luca Maestri said in the earring call that the holiday shopping season was a period purchases made using one of its service products hit an all-time high

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> *“And we continue to increase the reach and improve the quality of our offerings. For instance, Apple Pay is now available to millions of merchants in nearly 70 countries and regions. And we saw a record-breaking number of purchases made using Apple Pay globally during the holiday shopping season.”*

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Cloud services, payment services, music, and the App Store and AppleCare all established quarterly sales records in the company's December quarter.

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The company also had an all-time high across all geographic segments in its installed base and Lucas mentioned two reasons for this performance, one was that the company encountered substantial supply restrictions during the December quarter the previous year, whereas this year, they had enough supply to meet demand. Secondly, during the quarter, they introduced a new iPad and the iPad Pro with the M2 chip.

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Apple didn't offer any revenue guidance for the current quarter, which ends in March, according to Lucas, the macroeconomic uncertainty around the world is the reason for the lack of clarity. 

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Although the company provided some information about performance expectations, the revenue trend for the March quarter will be comparable to that of the December quarter, according to Maestri, 

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While services are slated to expand, sales of the Mac and iPad are expected to drop by double digits from the comparable period last year, and sales of the iPhone are anticipated to decline less in the March quarter than in the December quarter.

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Cook also stated that the company intends to further integrate AI into its product line. In response to a question from Wells Fargo securities analyst Aaron Rakers about the role of AI in the company’s strategy, he said:

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> *“It is a major focus of ours. It's incredible in terms of how it can enrich customers' lives…we see an enormous potential in this space to affect virtually everything we do. It's obviously a horizontal technology, not a vertical one. And so it will affect every product in every service that we have.”*

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This story contains new, firsthand information uncovered by the writer.

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