2016 will be disastrous for the company Apple Lossless Audio CODEC (ALAC),, or at least these are the gloomy predictions of one of the most respected analysts in the world, saying that the sales of iPhone terminals are going to drop to a value lower than that recorded during 2014.
According to some of the most famous analysts, Apple will sell between 210 and 230 million iPhone terminals during the fiscal year 2016, the most gloomy forecast telling us that this figure could reach 190 million units, 3 million less than in 2014.
Most analysts are of the opinion that in fiscal year 2016, the Apple company will record fewer sales of iPhone terminals than in fiscal year 2015 and that it could be the only major smartphone manufacturer that will record a decrease in sales, which is quite hard to imagine, however.
The main problem of Apple in 2016 lies in the fact that iPhone 7 it will not come with sufficiently important news to motivate consumers to buy it in large numbers, something that everyone says and which Apple would do well to understand in advance.
Given the fact that shipments fell YoY for the first time in 1Q16, we don't think large-screen replacement demand will contribute much to growth. To sustain growth, the iPhone needs to come up with more innovative features to revitalize the user experience, for example in form factor design, software and hardware specs. We don't see many attractive selling points for iPhone 7 in 2H16 and are conservative on 2H16F shipments. While we revised up 2016F iPhone SE shipments from 12mn to 18mn units, this won't offset overall iPhone shipments decline.
Without a major design change, The iPhone 7 could be Apple's most resounding failure because marketing will not be enough to convince users that a smartphone with a 3-year-old design is still worth considering.
The HTC company learned on its own skin how disastrous a mistake of this kind can be, and the Apple company would do well to look at the failures of others before reaching the situation of being overtaken in sales by companies such as Huawei or Xiaomi.
