上周二的業(yè)績(jī)分析主要集中在iPhone銷量同比下滑1%上，這并不意外。一些分析師還問到今后業(yè)績(jī)會(huì)不會(huì)持續(xù)下滑。

但iPhone銷售下滑，導(dǎo)致人們忽略了其他一些積極的數(shù)據(jù)，比如iPad銷量并沒有那么糟糕，以及此前連續(xù)滑坡的其他產(chǎn)品，包括電視機(jī)頂盒、Apple Watch和Beats耳機(jī)的銷量大幅上升。

iPad

近幾年iPad銷量持續(xù)下降。消費(fèi)者保有平板電腦的時(shí)間變長，不會(huì)迅速購買新產(chǎn)品。同時(shí)，許多人轉(zhuǎn)而購買兼具筆記本和平板功能的二合一電腦，而蘋果并沒有類似產(chǎn)品。

產(chǎn)品升級(jí)緩慢也給iPad業(yè)務(wù)帶來了沖擊，不然銷售額有可能更高。雖然iPad產(chǎn)品線價(jià)格高過競(jìng)爭(zhēng)對(duì)手，但對(duì)總銷售額提振不大。

截至2013年12月28日的財(cái)務(wù)季度中，蘋果售出了2600多萬部iPad，實(shí)現(xiàn)銷售額115億美元。而上個(gè)財(cái)季，iPad銷量?jī)H為890萬部，銷售額39億美元。

乍看之下，iPad上個(gè)財(cái)季的表現(xiàn)似乎令人失望。畢竟銷量和收入分別減少了13%和12%。但投資銀行BMO Capital Markets分析師蒂姆?朗在上周二的投資者報(bào)告中指出，iPad業(yè)務(wù)業(yè)績(jī)好于預(yù)期。

此前朗預(yù)計(jì)iPad的季度銷量為850萬部，實(shí)際賣出890萬部。iPad當(dāng)季均價(jià)為436美元，也超過了他預(yù)測(cè)的429美元。

換句話說，外界對(duì)iPad的預(yù)期比實(shí)際情況差。而且，截至4月1日的上個(gè)財(cái)季接近尾聲時(shí)蘋果推出新iPad的影響并未計(jì)算在內(nèi)，就已超過了預(yù)期。

iPad上個(gè)財(cái)季的銷售情況算不上成功，但超出預(yù)期是個(gè)亮點(diǎn)。

其他產(chǎn)品

蘋果其他產(chǎn)品業(yè)務(wù)表現(xiàn)則更好。上個(gè)財(cái)季，其他產(chǎn)品實(shí)現(xiàn)收入29億美元，上升31%，是一年來首次出現(xiàn)增長。

朗在投資者報(bào)告中稱，其他產(chǎn)品收入情況比蘋果經(jīng)營數(shù)據(jù)體現(xiàn)出的還要好些。他分析道，如果剔除Apple Watch，其他產(chǎn)品銷售額就會(huì)連續(xù)近三年下降。數(shù)據(jù)顯示，其他產(chǎn)品主要問題是iPod銷售持續(xù)滑坡等困難。但Apple Watch熱銷提振了總體業(yè)績(jī)。

朗此前預(yù)測(cè)，上個(gè)財(cái)季其他產(chǎn)品收入為26億美元，低于29億美元的實(shí)際水平。他認(rèn)為，超預(yù)期主要原因是Apple Watch，不過當(dāng)季藍(lán)牙耳機(jī)AirPods同樣表現(xiàn)強(qiáng)勁，耳機(jī)子公司Beats業(yè)績(jī)也不錯(cuò)。

總之，盡管iPad和其他產(chǎn)品的表現(xiàn)超過預(yù)期，并且共同帶來了近68億美元收入，但這只占蘋果總收入的13%。占總收入近63%的iPhone銷售低迷，產(chǎn)生的影響大得多。（財(cái)富中文網(wǎng)）

譯者：Charlie

審校：夏林

Not surprisingly, much of the analysis on Tuesday centered on iPhone unit sales slipping 1% from the same period a year earlier. Some analysts questioned whether the near future will be similarly challenging.

But the iPhone's poor performance overshadowed a couple of other more positive surprises: iPad sales weren't as bad as they could have been and sales in Apple's "Other Products" division, which includes the Apple TV set-top box, Apple Watch, and Beats headphones, jumped after a string of declines.

iPad

Apple's iPad unit has been declining over the past few years. Customers are holding onto their tablets for longer instead of buying new ones. Meanwhile, many people are shifting to two-in-one hybrid computers that can be used both as notebooks and tablets, and that Apple doesn't make.

Apple's iPad division has also been hampered by slow product updates that could otherwise generate more sales. The iPad line's high price compared to the competition doesn't help matters.

In Apple's quarter ending Dec. 28, 2013, the company sold more than 26 million iPads and generated $11.5 billion in sales. In contrast, last quarter, Apple sold only 8.9 million iPads and generated $3.9 billion in revenue.

At first blush, the iPad's performance last quarter may appear to be disappointing. After all, iPad unit sales fell 13% and revenue slid 12%. But as BMO Capital Markets analyst Tim Long said in a note to investors on Tuesday, those results were actually better than expected.

He had expected Apple's quarterly sales to hit 8.5 million units, compared to the 8.9 million it actually sold. The iPad division's average selling price was $436 on the quarter, topping his $429 estimate.

The iPad, in other words, was expected to do worse that it did. And the unit beat expectations without the full impact of its new iPad, a tablet it released near the end of its fiscal quarter ending April 1.

It's hard to call Apple's (aapl, -0.74%) iPad sales last quarter a success, but its surprise performance was a silver lining.

Other Products

Even better news came by way of Apple's Other Products division. During the latest quarter, revenue in the unit rose 31% to $2.9 billion, the first gain in a year.

In a note to investors, BMO Capital Markets' Long said that the higher revenue was actually better than Apple's data suggests. In his own analysis, Long said that if the Apple Watch was excluded from the Other Products revenue, the division's year-over-year sales have declined for nearly three years. The unit has grappled with declining iPod sales, among other problems, the analyst's data shows. But Apple Watch's strong sales have lifted its performance.

Long had anticipated that total revenue in Other Products would be $2.6 billion in the latest quarter, lower than the actual $2.9 billion reported. He attributed the better-than-expected performance partly to Apple Watch, but he also said that Apple's AirPods had a strong quarter. Beats, Apple's headphone-making subsidiary, also did well, according to Long.

Still, even with better-than-expected performance in the iPad and Other Products divisions, the combined revenue of the two divisions is nearly $6.8 billion, or only 13% of Apple's overall revenue. Softness in the iPhone division, which accounts for nearly 63% of the company's business, has far greater impact.