Apple's return to profit in the first quarter of its 1998 fiscal year7 and 33 per cent as market share fell. came on the back of a year of tumbling sales and market share in 1997, according to stock market documents filed by the company.
In its year-end 10K statement filed with the US Securities and Exchange Commission, Apple revealed how bad 1997 was. Global market share fell to 3.6 per cent in the fourth quarter ended 30 September 1997, down from 5.7 per cent the previous year. In its domestic US market, it declined from 7.4 per cent to 5.6 per cent.
'During 1997, the company continued to experience a decline in net sales, units shipped and share of the personal computer market, compared to prior years,' confirmed the statement. It went on to blame a decline in demand and 'intense price competition' for the slump.
It warned that things are likely to remain shaky for some time. 'The company believes net sales will be below the level of the prior year's comparable periods through at least the second fiscal quarter of 1998, if not longer,' it warned.
Total Macintosh and peripheral unit sales decreased 27 per cent and 33 per cent, respectively, during 1997, compared with 1996.
'The company believes this was due principally to continued customer concerns regarding the company's strategic direction, financial condition and future prospects, the viability of the Macintosh platform, and competitive pressures in the market,' suggested the filing.
The average aggregate revenue per Macintosh also decreased in 1997, compared to 1996. But the average aggregate revenue per peripheral unit did not change year on year.
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