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Apple Inc in 2010 by Lou Marino

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apple inc in 2010
Lou Marino
The University of Alabama espite the effects of ongoing poor economic conditions in the United States, Apple Inc. celebrated record quarterly revenues and unit sales of computers during its third quarter of 2010. In addition, the company's newly released iPad tablet computer had sold 3.3 million units between its April 3, 2010, launch and the June 26, 2010, quarter end. The company also sold 8.4 million iPhones during the quarter. Most of the smartphone units sold during the third quarter of 2010 were iPhone 3GS models since the new iPhone 4 launched only four days prior to the close of the quarter. Although there had been some criticism of the antenna design of the iPhone 4, more than 3 million iPhone 4 units had been purchased by July 16, 2010, with only 1.7 percent being returned by dissatisfied customers. By comparison, the iPhone 3GS had a 6 percent return rate. Apple's chief operating officer, Tim Cook, commented to the Wall Street Journal that the company was selling iPads and iPhones "as fast as we can make them" and was "working around the clock to try to get supply and demand in balance.'" Some analysts were projecting that Apple would sell nearly 12 million iPad tablet computers by year-end 2010. However, others were concerned that once Apple aficionados had purchased an iPad to complement their iPhone, iPod, or Mac, further sales growth might be difficult to achieve. A former Apple executive commented, "The first five million will be sold in a heartbeat. But let's see: you can't make a phone call with it, you can't take a picture with it, and you have to buy content that before now you were not willing to pay for. That seems tough to me.,,2

John E. Gamble
University of South Alabama
Analysts were also concerned with the general decline in iPod unit sales and worried that Apple might have to struggle to sustain its

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