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????蘋(píng)果公司（Apple）周二公布的第四財(cái)季財(cái)報(bào)并未讓投資者滿(mǎn)意,。雖然公司該季度的表現(xiàn)輕松超過(guò)營(yíng)收目標(biāo),，但卻遠(yuǎn)未達(dá)到分析師和投資者的預(yù)期，導(dǎo)致公司股票在盤(pán)后交易出現(xiàn)下挫,。

????在市場(chǎng)的期待中,，蘋(píng)果公司股票當(dāng)日收盤(pán)價(jià)上漲至422.24美元，創(chuàng)歷史記錄,，但盤(pán)后交易中每股卻一度下跌超過(guò)28美元（6.7%）,。

????尤其是iPhone手機(jī)的銷(xiāo)量遠(yuǎn)低于預(yù)期。在與分析人士召開(kāi)的電話(huà)會(huì)議中,，蘋(píng)果公司首席執(zhí)行官蒂姆?庫(kù)克與首席財(cái)務(wù)官彼得?奧本海默將銷(xiāo)量下滑歸于兩個(gè)原因：1）零售合作伙伴在之前幾個(gè)季度建立的iPhone 4庫(kù)存出現(xiàn)不足,；2）特別是在本財(cái)季后半段，關(guān)于新款iPhone手機(jī)的“謠言鋪天蓋地”,，使市面上現(xiàn)有iPhone手機(jī)的銷(xiāo)售放緩,。

????分析人士的預(yù)期與公司的表現(xiàn)為何會(huì)存在如此巨大的差距？咨詢(xún)公司Bullish Cross的安迪?扎克認(rèn)為,，原因是蘋(píng)果公司在6月份所在的第二財(cái)季的營(yíng)收超出目標(biāo)22%,，遠(yuǎn)遠(yuǎn)超過(guò)15% -18%的平均水平。而本財(cái)季營(yíng)收僅超出目標(biāo)13%,，這使得大部分分析師,，尤其是看漲的獨(dú)立分析師們倍感失落。

????具體財(cái)報(bào)數(shù)據(jù)如下：

????銷(xiāo)售額：282.7億美元,，同比上漲28%

????利潤(rùn)：66.2億美元,，上漲53.6%

????每股利潤(rùn)：7.05美元，上漲34.2%

????iPhone銷(xiāo)量：1,707萬(wàn)臺(tái),，上漲21%

????本財(cái)季下半部分,，因消費(fèi)者等待iPhone 4S手機(jī)，導(dǎo)致iPhone手機(jī)銷(xiāo)量下跌

????在亞太地區(qū),，iPhone手機(jī)銷(xiāo)量翻了一番以上

????iPad銷(xiāo)量：1,112萬(wàn)臺(tái),，上漲166%，創(chuàng)下最新季度記錄

????Mac：489萬(wàn)臺(tái),，上漲26%,，創(chuàng)下最新季度記錄

????在亞太地區(qū)，Mac銷(xiāo)量上漲了61%

????iPod銷(xiāo)量：662萬(wàn)臺(tái),，下降27%,。其中iPod touch占銷(xiāo)量的1/2強(qiáng)

????零售：截至財(cái)季末，蘋(píng)果零售商店總計(jì)數(shù)量為365家

????每店?duì)I收：1,070萬(wàn)美元,，低于上一季度的1,180萬(wàn)美元

????毛利潤(rùn)率：40.3%

????現(xiàn)金與有價(jià)證券：816億美元

????現(xiàn)金增值：本財(cái)季54億美元

????營(yíng)業(yè)收入目標(biāo)：370億美元

????每股利潤(rùn)目標(biāo)：9.30美元

????毛利潤(rùn)率目標(biāo)：40%

????對(duì)于本季度的收入情況,，公司首席執(zhí)行官蒂姆?庫(kù)克稱(chēng)自己非常“激動(dòng)”,，而首席運(yùn)營(yíng)官彼得?奧本海默也表示“非常高興”,。公司該季度的表現(xiàn)創(chuàng)下9月份新高,，但華爾街的投資者希望蘋(píng)果公司能夠創(chuàng)下前所未有的歷史記錄，很遺憾,，蘋(píng)果并未達(dá)到這個(gè)預(yù)期。蘋(píng)果公司的表現(xiàn)一直都超出投資者的預(yù)期,，因此此次“退步”確實(shí)極為罕見(jiàn),。

????點(diǎn)擊查看新聞稿。

????以下為財(cái)報(bào)電話(huà)會(huì)議的內(nèi)容摘要：

????關(guān)于讓筆者迷惑不已的iPhone手機(jī)庫(kù)存水平問(wèn)題：庫(kù)克信心滿(mǎn)滿(mǎn)地稱(chēng),，本季度iPhone手機(jī)銷(xiāo)量將創(chuàng)歷史新高,。6月份那個(gè)季度，iPhone手機(jī)銷(xiāo)量下降的情況并沒(méi)有外界擔(dān)憂(yōu)的那么嚴(yán)重,，但本季度末,，iPhone手機(jī)的銷(xiāo)售卻遭到重創(chuàng)。

????Apple (AAPL) reported disappointing results for its fourth fiscal quarter on Tuesday. Although it handily beat its guidance, it fell far short of the expectations of analysts and investors, who punished the stock in after-hours trading

????Apple shares, which had closed the day at a record $422.24 amid hopes for an upside surprise, fell at one point more than $28 (6.7%) in after-hours trading.

????iPhones, in particular, came in considerably lower than expected. In a conference call with analysts, CEO Tim Cook and CFO Peter Oppenheimer attributed this to two factors: 1) The draw down in their retail partners' iPhone 4 inventory that had been built-up in the previous quarters and 2) the effect of "pervasive rumors" of a new iPhone, particularly in the second half of the quarter, which slowed sales considerably.

????As for how the analysts' expectations could have been so ahead of the company's performance, Bullish Cross' Andy Zaky attributes it to the fact that Apple beat its guidance by 22% in the June quarter -- far more than the usual 15%-18% beat. This quarter, the company beat its guidance by only 13%, leaving most analysts -- and especially the more bullish independents -- out on a limb.

????The numbers:

????Sales: $28.27 billion, up 28% year over year

????Profits: $6.62 billion, up 53.6%

????EPS: $7.05, up 34.2%

????iPhone: 17.07 million units, up 21%.

????iPhone sales declined in 2nd part of quarter as customers anticipated the iPhone 4S

????iPhone sales more than doubled in Asia-Pacific

????iPad: 11.12 million units, up 166%, a new quarterly record

????Mac: 4.89 million units, up 26%, a new all-time quarterly record

????Mac sales up 61% in Asia-Pacific.

????iPod: 6.62 million units, down 27%. iPod touch more than 1/2 of sales

????Retail: Ended quarter with 365 Apple stores

????Revenue per store: $10.7 million per store, down from $11.8 million

????Gross margin: 40.3%

????Cash and marketable securities: $81.6 billion

????Cash generation: $5.4 billion in the quarter

????Revenue guidance: $37 billion

????EPS guidance: $9.30

????Gross margin guidance: 40%

????CEO Tim Cook pronounced himself "thrilled" and COO Peter Oppenheimer "extremely pleased," with revenue that was, after all, a record for September. But Wall Street had been looking for an all-time record, and that they did not get. It was a rare setback from a company that usually beats expectations.

????Press release here.

????Notes from earnings call below the fold.

????Talk about iPhone inventory levels that lost me. Cook confident he will set an all-time record iPhone sales this quarter. The decline in iPhone sales in the June quarter wasn't as bad as they feared, but hit hard at the end of the September quarter.