元器件交易网讯  4月23日消息，据外媒报道，苹果将于4月24日公布财报，投资者并不期望有任何惊人的东西。Piper Jaffray的分析师Gene Munster预测，预计苹果2014年第二季度财报收入为440亿美元与去年同期增长1%。

　　这个表格来自Piper Jaffray的分析师Gene Munster汇总所有分析师的预测。

　　正如你所看到的，每个人预测都是以个位数增长。

　　分析人士说，苹果是“下半场”的故事。他们说，新产品将在今年年底出来，这些会增加销量，将重新定义苹果为一个开创性的、创新的公司，而不是一个产品迭代的公司。

　　苹果本应该看到这种下滑的趋势，做好准备。它应该使现有产品多样化或发布新的产品来弥补其当前产品的下降。

　　下面是苹果收入增长图，显示了苹果收入增长呈下降趋势：

　　苹果营收增长下滑的原因是iPhone的销量增幅减小:

　　iPhone的销量图(产品销量单位：千部）

　　iPad被认为是苹果另一个重要业务，但是销量也在下滑：

　　iPad销量图（产品销量单位：千部）

　　这些图表对蒂姆•库克来说并不太好。他在2011年接任苹果CEO时销量增长蓬勃发展。而今天的增长趋于平稳。这并不是突然发生的。

　　人们怀疑库克导致了苹果增长下滑，但是是时候开始问是否是他管理不当。

　　库克此前承诺苹果2014年一整年都有新产品，但是现在看来，要等到下半年了。

　　在新产品到来之前，我们可能看到苹果季度销量以极低的个位数增长。苹果的增长本不该趋零，库克本应该管理业务应对这下滑趋势。

　　iPhone业务下降的原因相当简单。苹果出售小屏幕手机，价格相对昂贵。库克和他的管理团队意识到这个问题。去年在苹果的内部报告显示，人们希望低成本大屏幕的iPhone手机。

　　智能手机2011年到2012年增2.28亿部，市场增长2.28亿部，增长来自：4英寸以上价格在300美元以上的手机910万部，300美元以下1.59亿部，其它减少220万部

　　iPhone增长率下滑

　　这发生在2013年4月，但是现在是2014年4月，苹果仍然存在这些问题。

　　三星2011年开始生产大屏手机，它不算好手机，但是它足以表明三星的承诺，下一款手机更大屏，直到发布了用户喜爱的5英寸屏幕手机。

　　苹果在制造最好最具创新产品上引以为傲。创新，该了解消费者想要什么。在屏幕尺寸上失误意味着你错过了消费者想要的东西。

　　这是库克的失败之处。

　　（元器件交易网董蕾 编译）

　　外媒原文如下：

　　Apple reports earnings on Wednesday after the market closes. Investors are not expecting anything spectacular.

　　This table from Piper Jaffray analyst Gene Munster sums up analysts' forecasts.

　　As you can see, everyone is expecting low single-digit growth:

　　Analysts are saying that Apple is a "second-half" story. They say the new products are coming at the end of the year, and those are going to boost sales and reposition Apple as a groundbreaking, innovative company, not one that's iterating on its current line of products.

　　It didn't have to be this way, and really, it shouldn't be this way. 

　　Apple should have seen this drop in growth coming, and been better prepared. It should have either diversified its existing product line or released new product categories to offset the declines of its current products.

　　This chart shows Apple's declining sales growth:

　　And the reason Apple's revenue growth has crashed is that growth of sales of the iPhone has cratered:

　　The iPad was supposed to be the next leg of Apple's business, but growth has also cratered:

　　These charts are not good for Tim Cook. He took over as Apple CEO in 2011 when growth was booming. Today, growth has leveled off. And it didn't happen suddenly. 

　　Cook has been given the benefit of the doubt about leading Apple during this growth decline, but it's time to start seriously asking if he has been mismanaging Apple. 

　　Cook promised new products were coming across 2014, but now it looks as if they're only coming in the second half of the year. 

　　By the time new products from Apple hit, we could be looking at a run of quarters with sales growth in low single digits. Apple's growth shouldn't have gone to zero before Cook started rolling out new products. He should have been managing the business to address the coming decline. 

　　The reason the iPhone business has fallen off is fairly straightforward. Apple sells a phone with a small screen that is expensive relative to its competition.

　　Cook, and his management team, is aware of this problem. An internal presentation at Apple last year showed that people wanted low-cost big-screen iPhones:

　　This presentation happened in April 2013. It's April 2014, and Apple has not fixed these problems. 

　　Samsung started making a bigger phone in 2011. It wasn't a good phone, but it showed enough promise that Samsung made its next phone bigger, and the one after that bigger, until it landed at about 5 inches as the screen size that its users loved. 

　　Apple prides itself on making the "best," most-innovative products. To be innovative, you need a vision for what consumers want. Missing on screen size means you've missed out on what consumers want. 

　　That falls on Cook. 

　　When analysts talk to Cook on tomorrow's earnings call, it's time to ask some hard questions. Why didn't he diversify the iPhone line? What is wrong with the iPad business? Why aren't there new products until the end of the year? 

　　More than anything, it's time to question why growth has gone to almost nothing, and what Cook is doing to address it.