• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

2

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

1

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

2

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

Behind Apple’s impressive quarter

By
Jon Fortt
Jon Fortt
Down Arrow Button Icon
By
Jon Fortt
Jon Fortt
Down Arrow Button Icon
October 21, 2008, 7:22 PM ET
Add Fortune on Google for similar content.
Apple sold 6.9 million iPhones in its fiscal fourth quarter – beating RIM’s BlackBerry in unit sales. Photo: Apple

When Steve Jobs got on the phone to answer Wall Street’s questions Tuesday afternoon during Apple’s earnings call, it was a signal that Apple knows investors are scared. The last time I recall the Apple CEO doing that was eight years ago, when Apple missed its numbers in one of the first signs that the dot-com bust would hammer Silicon Valley.

Back then, Apple’s (AAPL) stock lost more than half its value.

Clearly, one of Jobs’s goals Tuesday was to head off such panic, and convince everyone that this time things are different. Back then Apple was a puny computer maker with a stagnant market, expensive products, and no obvious prospects for growth. The iPod and iPhone weren’t born yet. The company didn’t have a lot of cash. Fast forward to 2008 and Apple’s Mac sales are growing faster than its rivals, its iPods rule the MP3 player market and the iPhone is on a tear.

“We are not economists; your next door neighbor can likely predict what’s going to happen as accurately as we can,” Jobs said in a nod to the gloomy global financial picture. But then he went on to argue that Apple should continue clobbering its competitors no matter what.

It’s not a hard case to make, especially considering the numbers Apple just posted. Profits were $1.14 billion on sales of $7.9 billion. But because of accounting rules that affect the iPhone and Apple TV, that actually understates the strength of Apple’s quarter. Counted another way, Apple actually sold $11.68 billion worth of product in the quarter, worth $2.44 billion in profit. Apple’s cash hoard ballooned to nearly $25 billion, leaving it with more cash than any other debt-free technology company. (That’s more than Microsoft (MSFT), Intel (INTC), or Google (GOOG); Cisco (CSCO) has more than $26 billion in cash, but it also has about $7 billion in debt.)

So Apple has enough money to do pretty much whatever it wants – build factories, hire engineers, even send a rocket to the moon. And this should indeed give investors a sense of security, especially those who are thinking about buying into Apple at this price.

In fact, you’d have to turn the clock back to the fall of 2006, before the success of the iPhone and the disappointment of Windows Vista, to find the sort of value the stock price now holds. Here’s the thing: Because Apple has about $25 billion in the bank, the $81 billion market value Wall Street has given the company is actually somewhat misleading; subtract the cash, and the street says Apple is worth only $56 billion, or about $63 per share. For a company that’s growing at Apple’s pace – it sold 6.9 million iPhones in the quarter, up from 1.1 million a year before – that seems pretty cheap in any economy.

Of course, these days the economy has a way of making fools of us all. With tight credit markets and companies cutting back, it’s possible that consumers and businesses just won’t have the money to continue their Apple-buying spree. “This is definitely a concerning environment from a credit perspective,” Chief Financial Officer Peter Oppenheimer said, mentioning that he is closely watching Apple’s accounts receivable. “It’s a tough environment. Hopefully we won’t have issues in the future.”

And Apple has certainly taken a gamble by leaving its laptop prices pretty high, rather than cut them drastically to lure penny-pinching consumers. (Apple recently dropped the price of its entry-level laptop to $999, but its redesigned laptops offer more features at the same old prices.) It’s hard to blame Apple for holding the line on price – after all, if consumers will pay more, why not let them? But it could backfire. If the economic picture continues to worsen and Apple’s sophisticated target buyers start bargain shopping, they could delay purchasing that Mac or iPhone – or choose something cheaper.

This idea is not lost on Apple. While Apple is holding prices for now, Jobs hinted that cuts are coming next year for the iPhone. With more competition coming from the likes of Google’s (GOOG) Android phone platform, “We have to not leave a price umbrella under us, and we’re working very hard at fulfilling those goals.” In other words, Apple engineers are hard at work cutting costs out of the next iPhone.

And in the end, that might be the most encouraging news of all.

About the Author
By Jon Fortt
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in

SpaceX’s Starship V3 deploys most advanced Starlink satellites then pulls off best re-entry yet with splashdown so soft it floated in the Indian Ocean
Innovationspace
SpaceX’s Starship V3 deploys most advanced Starlink satellites then pulls off best re-entry yet with splashdown so soft it floated in the Indian Ocean
By Marcia Dunn and The Associated PressJuly 25, 2026
2 hours ago
Trump administration admits it canceled $7.6 billion in clean energy projects ‘based solely on the political identity of the grant recipient’s state’
Environmentclean energy
Trump administration admits it canceled $7.6 billion in clean energy projects ‘based solely on the political identity of the grant recipient’s state’
By Matthew Daly and The Associated PressJuly 25, 2026
2 hours ago
Inside On’s tech lab, where robots build running shoes in 3 minutes and can eliminate up to 300 hours of human work
C-SuiteSportswear
Inside On’s tech lab, where robots build running shoes in 3 minutes and can eliminate up to 300 hours of human work
By Ruth UmohJuly 25, 2026
2 hours ago
Can Apple’s incoming CEO bring back the product design mojo of the Steve Jobs era?
MagazineApple
Can Apple’s incoming CEO bring back the product design mojo of the Steve Jobs era?
By Sebastian HerreraJuly 25, 2026
3 hours ago
nyc
North AmericaCrime
NYC stabbing suspect charged with hate crimes over 2 attacks
By The Associated PressJuly 25, 2026
3 hours ago
t
EconomyInflation
Meet the Americans learning to go without after the biggest grocery inflation in 50 years
By Dee-Ann Durbin, Terry Tang, Maggie Scales, Sandy Guatibonza, Hikari Mae Hida and The Associated PressJuly 25, 2026
3 hours ago

Most Popular

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Economy
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
By Eleanor PringleJuly 24, 2026
1 day ago
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
Big Tech
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
By Sydney LakeJuly 23, 2026
2 days ago
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
5 hours ago
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
Economy
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
By Sasha RogelbergJuly 23, 2026
2 days ago
Current price of oil as of July 24, 2026
Personal Finance
Current price of oil as of July 24, 2026
By Joseph HostetlerJuly 24, 2026
1 day ago
Current price of silver as of Friday, July 24, 2025
Personal Finance
Current price of silver as of Friday, July 24, 2025
By Joseph HostetlerJuly 24, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.