The reason why only the Japanese market "stalled" despite Apple's good financial results ... Why is the iPhone 13 mini "dumped"?

Apple CEO Tim Cook.

Apple is doing well. The financial results for the first quarter of 2022 (October-December 2021) announced on January 27 showed sales of 123.945 billion dollars (about 14.28 trillion yen), an increase of 11% year-on-year, and net income. was 34.63 billion dollars (about 3.99 trillion yen), an increase of 20%. Quarterly sales and net income reached record highs. [See all images] The reason why only the Japanese market "stalled" despite Apple's good financial results... Why is the iPhone 13 mini "dumped"? Sales in December tend to be higher than in other quarters. The iPhone 13 series, which was released in September 2021, is probably selling well. According to research firm Counterpoint Research, the iPhone has topped the Chinese market for the first time in six years. According to another survey, there is even a report that the iPhone has surpassed South Korea's Samsung Electronics "Galaxy" and has become the top sales share in the global market. As 5G accelerates worldwide, the iPhone 13 series appears to be selling like hot cakes.

"Special factors" in the stalling Japanese market

However, looking at Apple's sales by region, for some reason only the Japanese market is sluggish. Sales in the Chinese market increased by 21% to $25.7 billion. The US market grew 11% to $51.4 billion, Europe increased 9% to $29.7 billion, while the Japanese market fell 14% to $7.1 billion from $8.285 billion the year before. So, why did Apple "salter only the Japanese market" in 2021? In fact, in 2020, in Japan, the introduction of tablets and PCs to elementary and junior high schools has progressed at once as the "GIGA School Concept". Initially, it was planned to spread it over several years, but there was a tailwind that the introduction of the terminal progressed at once amidst the refraining from going to school due to the corona disaster. As of the end of July 2021, 96.2% of elementary schools and 96.5% of junior high schools nationwide have introduced terminals such as tablets and PCs (including iPads) in all or some grades. . A total of 9.45 million vehicles have been installed. Among them, the penetration rate of iOS is 29.1% (the Ministry of Education, Culture, Sports, Science and Technology documents indicate iOS, but it seems to be iPad OS. By the way, ChromeOS is 40.0%, Windows is 30.9%, and others are 0.1%. ). In other words, about 2.75 million iPads were sold under the GIGA school concept. The upper limit of the subsidy was set at 45,000 yen per unit, so although it is a simple calculation, Apple is estimated to have sold more than 120 billion yen with the GIGA school concept alone (*). *According to Apple's financial results for the first quarter of the past two years, the Japanese market has surged by 30% from about $6.2 billion in 2020Q1 to about $8.2 billion in Q1 2021. This situation is the same for domestic PC manufacturers. Telework demand exploded in 2020. In addition, under the GIGA school concept, each company sold devices that fit within the subsidy limit of 45,000 yen, but the device introduction under the GIGA school concept ended at the end of 2020, so demand will increase at once in 2021. I got cold. Apple's decline in sales only in Japan in Q1 2022 may be due to the fact that sales in Q1 2021 a year ago were too good.

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