Ndanga ndichinzwa kubvira 2012 izvo Apple iri bubble ichakurumidza kuputika, nekuti hapana munhu anofarira zvigadzirwa zvavo. Zvakafanana nemantra ye "mukuwasha" yakadzokororwa bha mushure mebhawa, uye ndezvekuti sekuziva kwedu tese, chigadzirwa changu kubva kune chero imwe kambani chinoita zvakafanana asi zvakachipa (bata chisungo). Iva sezvazvingaita, imwezve kota yemari yasvika, uye nenzira imwecheteyo sekugara, manhamba ekambani yeCupertino anongori-rekodhi. Ngatitarisei nhau dzichangoburwa kubva kuApple Q3.
Zvakawanda zvekuti gore iro vaongorori vanoti kwave nekutengesa kushoma, iyo inoshamisa itsva iPhone X haina kubata neruzhinji, uye pakanyunyuta nezvedambudziko rekushomeka kwebhatiri kwaizoparadza kambani, izvi zvave mhedzisiro: $ 53.300 bhiriyoni mumari, inomiririra yakanakisa fiscal kota yechitatu munhoroondo yaApple, 17% kukura kana tikachienzanisa nepfungwa imwechete asi gore rapfuura. Muchidimbu, iyo mambure purofiti iyo yakawanikwa nekambani yeCupertino kota ino ndeye 11.500 mamirioni emadhora.
Kune iro chikamu, Apple yatengesa mamirioni makumi mana nematatu e iPhone, isina kupa chaiwo manhamba, Tim Cook anoratidza kuti iyo iPhone X ndiyo yatengeswa zvakanyanya, izvo zvinomiririra kukura kudiki kwe0,3 zvichienzaniswa negore rapfuura, nenzira imwechete iyo iyo IPad yakura yakapa yakanaka mitengo uye chigadzirwa chemutemo chakaitwa neApple, ichienda kumamiriyoni e11,55 mamirioni, kukura kwemamirioni e0,13. Iyo Mac inotora yakaipisisa nezvayo ine kudonha kwakakosha kubva ku4,29 mamirioni mayuniti muna 2017 kusvika 3,72 mamirioni mayuniti gore rino. Iyi ndiyo nzira iyo Cupertino Kambani inoramba ichikura, uye kunyangwe zviri pachena kuti iyo iPhone ndiyo inonyanya kuzivikanwa chigadzirwa, pamwe nekukura kwakasimba kwezvigadzirwa zvebasa seApple Music, iyo inokura 50% kupfuura gore rapfuura, ichienda inotungamira musika mu United States of America.