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Apple reported better-than-expected results as iPhone sales bounced back

Apple cruised ahead on the strength of its flagship smartphone

Apple Is Seeing The Fruit Of Its Labor

**Why should I care?**

***The bigger picture:*** *The Apple of my AI.*

It’s AI-mania in the tech world these days, with heavyweights like Microsoft, Alphabet, and Amazon going all-in on uber-trendy artificial intelligence. And while Apple – the biggest of them all – seems to be playing it cool, it’s actually weaving a little AI magic into its own offerings, spicing up user experience and rejigging product use cases. There’s also plenty of AI under the hood of Apple’s self-driving car project – and the tech world’s abuzz with [reports](https://www.bnnbloomberg.ca/apple-plans-ai-powered-health-coaching-service-and-mood-tracker-1.1912052) it’s working on an AI-powered health coach too.

***For markets:*** *Big Apple.*

This has been a strong earnings season for Big Tech, with all the usual suspects smashing through analysts’ expectations. And with their cash-rich balance sheets also luring investors in a so-called “flight to safety”, last week Apple and Microsoft [made up](https://www.bnnbloomberg.ca/apple-and-microsoft-have-never-held-more-sway-over-the-s-p-500-1.1913565) a bigger proportion of the S&P 500 than ever before. In fact, around *half* of the total gains clocked up by the S&P 500 this year have been down to the two giants. And while that’s impressive, it’s risky too: any tumble in those titans’ values could rock the index to its core.



**What’s going on here?**

Apple’s toiling and tinkering led to expectation-beating [results](https://www.cnbc.com/2023/05/04/apple-aapl-earnings-report-q2-2023.html) last quarter.

**What does this mean?**

Apple’s iPhone sales, the company’s pride and joy, staged a remarkable comeback last quarter, outshining a shrinking smartphone market and growing revenue compared to the same quarter last year. That rebound balanced out less-than-stellar sales of Macs and iPads – and while the ever-lucrative services segment (including Apple TV, Music, and iCloud) may not have exceeded expectations, it still managed to chalk up sales growth of 5%. All in all, Apple put in a solid performance, with folks using more of its products than ever before. And with a $90 billion share buyback program thrown into the mix, it’s no surprise relieved investors initially sent the stock up.



News Story

encryptedEmail

planSlug

slugOrId

ContentPieceQuery

viewer

authorization

content

SingleContentPiece_viewer

webSubscriptions

contentPiece

mostPopularTags

features

query ContentPieceQuery(
  $slugOrId: String
  $encryptedEmail: String
  $planSlug: String
) {
  viewer {
    authorization {
      roles {
        isAnonymous
      }
      ...SingleContentPiece_authorization
    }
    ...SingleContentPiece_viewer_4uP6yi
    content(encryptedEmail: $encryptedEmail) {
      ...SingleContentPiece_content
      contentPiece(slugOrId: $slugOrId) {
        __typename
        ...SingleContentPiece_contentPiece
        canonicalLink
        id
      }
    }
    id
  }
}

fragment AccessibleImage_accessibleImage on AccessibleURLImage {
  full
  altText
}

fragment AdvertWrapper_activeProductAdvert on ProductAdvert {
  id
  advertHandle
  destinationUrl
  sponsoringCompany {
    name
    id
  }
}

fragment AnonymousPaywall_viewer_2HyoJ4 on Viewer {
  webSubscriptions {
    defaultWebPlan {
      ...PremiumAccountPromotionPanel_webPaymentPlan_2HyoJ4
    }
  }
}

fragment AudioOnlyBanner_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  headerImage {
    ...ServerImage_image
  }
  title
}

fragment AuthorLinkWrapper_author on Author {
  slug
  isActive
}

fragment Avatar_image on URLImage {
  original
}

fragment BannerAdvert_activeProductAdvert on ProductAdvert {
  title
  description
  destinationUrl
  sponsoringCompany {
    name
    id
  }
  wideImage {
    ...AccessibleImage_accessibleImage
  }
  narrowImage {
    ...AccessibleImage_accessibleImage
  }
  ...AdvertWrapper_activeProductAdvert
}

fragment Block_block on ContentPieceBlock {
  __isContentPieceBlock: __typename
  __typename
  ... on TextBlock {
    id
    ...TextBlock_block
  }
  ... on ImageBlock {
    id
    ...ImageBlock_block
  }
  ... on QuoteBlock {
    id
    ...QuoteBlock_block
  }
}

fragment ContentAuthorAndMetadata_author on Author {
  id
  byline
  profilePicture {
    ...Avatar_image
  }
  ...AuthorLinkWrapper_author
}

fragment ContentDownloadBlock_authorization on Authorization {
  roles {
    isB2bUser
  }
}

fragment ContentDownloadBlock_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...DownloadContentDropdown_contentPiece
  ...LicenseContentButton_contentPiece
  isAvailableToProducts
}

fragment ContentFooter_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  id
  title
  deepLink
  canonicalLink
  slug
  hasChapters
  chapters {
    __typename
    id
    slug
  }
  mostRelevantTags(first: 30) {
    edges {
      node {
        __typename
        ...Tag_tag
        ... on Node {
          __isNode: __typename
          id
        }
      }
    }
  }
}

fragment ContentHeaderDetails_authorization on Authorization {
  roles {
    isB2bUser
  }
}

fragment ContentHeaderDetails_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...ListenButton_contentPiece
  ...ContentPieceBookmarkIcon_contentPiece
  ...ContentDownloadBlock_contentPiece
  id
  title
  deepLink
  canonicalLink
  slug
  hasChapters
  chapters {
    __typename
    id
    slug
  }
}

fragment ContentHeader_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...DefaultContentHeader_contentPiece
  ...EvergreenContentHeader_contentPiece
  contentPieceType {
    name
  }
}

fragment ContentMetadata_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  consumptionTime
  dateUpdatedDisplay
  contentPieceType {
    isEvergreen
  }
  author {
    byline
    ...AuthorLinkWrapper_author
    id
  }
}

fragment ContentPieceBookmarkIcon_contentPiece on ContentPiece {
  id
  isBookmarked
  title
}

fragment ContentPieceSEO_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  title
  imageForSeo: headerImage {
    url: full
  }
  subtitle
  firstPublishedAt
  id
  ... on PublicContentPiece {
    globalContentPieceId
  }
  byline
  seoTitle
  searchDescription
  canonicalLink
}

fragment ContentPieceSponsor_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  sponsoringCompany {
    id
    name
    link
    logo {
      ...ServerImage_image
    }
  }
}

fragment DefaultContentHeader_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...ContentHeaderDetails_contentPiece
  ...AudioOnlyBanner_contentPiece
  ...ContentMetadata_contentPiece
  id
  title
  headerImage {
    ...ServerImage_image
  }
  author {
    ...AuthorLinkWrapper_author
    ...ContentAuthorAndMetadata_author
    id
  }
}

fragment DownloadContentDropdownContentPieceRefetch_viewer_1QxYRk on Viewer {
  contentPieceTranslation: contentPiece(slugOrId: $slugOrId) {
    __typename
    id
    title
    isAvailableToProducts
    blocks {
      __typename
      ...DownloadContentDropdown_blocks
      ... on Node {
        __isNode: __typename
        id
      }
    }
    keyInsightsBlocks {
      id
      ...DownloadContentDropdown_blocks
    }
  }
}

fragment DownloadContentDropdown_blocks on ContentPieceBlock {
  __isContentPieceBlock: __typename
  ... on TextBlock {
    textMarkdown
  }
}

fragment DownloadContentDropdown_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  localeMapping {
    languageCode
    contentPieceId
  }
}

fragment EvergreenContentHeader_authorization on Authorization {
  roles {
    isB2bUser
  }
}

fragment EvergreenContentHeader_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...ContentMetadata_contentPiece
  ...ListenButton_contentPiece
  ...ContentPieceSponsor_contentPiece
  ...ContentPieceBookmarkIcon_contentPiece
  ...ContentDownloadBlock_contentPiece
  canonicalLink
  id
  deepLink
  title
  slug
  hasChapters
  chapters {
    __typename
    id
    slug
  }
  headerImage {
    ...ServerImage_image
  }
}

fragment ImageBlock_block on ImageBlock {
  image {
    ...ServerImage_image
  }
  alt
  caption
  link
}

fragment KeyInsightsBlock_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  keyInsightsBlocks {
    id
    textMarkdown
  }
}

fragment KeyInsightsCarousel_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  keyInsightsBlocks {
    id
    textMarkdown
  }
}

fragment KeyInsights_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...KeyInsightsCarousel_contentPiece
  ...KeyInsightsBlock_contentPiece
  keyInsightsBlocks {
    id
    textMarkdown
  }
}

fragment LicenseContentButton_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  id
  title
  isAvailableToProducts
}

fragment ListenButton_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  id
  title
  trackingTitle
  subtitle
  readingTime
  isPremium
  hasBlocks
  hasChapters
  hasAudio
  contentPieceType {
    name
    trackingName
  }
  ...AudioOnlyBanner_contentPiece
}

fragment LoggedInPaywall_viewer_2HyoJ4 on Viewer {
  webSubscriptions {
    defaultWebPlan {
      ...PremiumAccountPromotionPanel_webPaymentPlan_2HyoJ4
    }
  }
}

fragment MainContentSection_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...ContentPieceSEO_contentPiece
  ...KeyInsights_contentPiece
  ...ContentHeader_contentPiece
  ...ContentFooter_contentPiece
  title
  headerImage {
    ...ServerImage_image
  }
  globalContentPieceId
  trackingTitle
  subtitle
  firstPublishedAt
  readingTime
  isPremium
  deepLink
  hasBlocks
  hasChapters
  hasAudio
  id
  canonicalLink
  byline
  contentPieceType {
    name
    trackingName
  }
  blocks {
    __typename
    ...Block_block
    ... on Node {
      __isNode: __typename
      id
    }
  }
}

fragment MostPopularTags_tags on GenericTagConnection {
  edges {
    node {
      __typename
      ... on AssetClassTag {
        slug
      }
      ... on ContentTag {
        slug
      }
      ... on GeographyTag {
        slug
      }
      ...Tag_tag
      ... on Node {
        __isNode: __typename
        id
      }
    }
  }
}

fragment Navigation_authorization on Authorization {
  roles {
    isB2bUser
  }
}

fragment Navigation_tags on GenericTagConnection {
  ...MostPopularTags_tags
}

fragment PaywallBanner_contentPieceType on ContentPieceType {
  isAvailableForFreemium
}

fragment PaywallBanner_viewer_2HyoJ4 on Viewer {
  ...AnonymousPaywall_viewer_2HyoJ4
  ...LoggedInPaywall_viewer_2HyoJ4
}

fragment PremiumAccountPromotionPanel_webPaymentPlan_2HyoJ4 on WebPaymentPlan {
  amount
  currency
  currencySymbol
  interval
  promotionApplied(slug: $planSlug) {
    stripeDiscount {
      discountPct
      discountAmount
      id
    }
    id
  }
}

fragment QuoteBlock_block on QuoteBlock {
  quote
  caption
}

fragment ServerImage_image on URLImage {
  full
}

fragment SingleContentPiece_authorization on Authorization {
  ...authorization_authorization
  ...ContentHeaderDetails_authorization
  ...ContentDownloadBlock_authorization
  ...EvergreenContentHeader_authorization
  roles {
    isPreviewingContentAllowance
    isPreviewing
    isAnonymous
    hasPremiumSubscription
    isFreemium
  }
}

fragment SingleContentPiece_content on Content {
  ...authorization_content
  anonymousUserHasPremium
}

fragment SingleContentPiece_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  ...AudioOnlyBanner_contentPiece
  ...authorization_contentPiece
  ...MainContentSection_contentPiece
  globalContentPieceId
  trackingTitle
  isPremium
  hasBlocks
  hasChapters
  hasAudio
  contentPieceType {
    name
    trackingName
    isAvailableForFreemium
    ...PaywallBanner_contentPieceType
  }
  chapters {
    __typename
    id
    slug
  }
  activeProductAdvert {
    ...BannerAdvert_activeProductAdvert
    id
  }
}

fragment SingleContentPiece_viewer_4uP6yi on Viewer {
  ...PaywallBanner_viewer_2HyoJ4
  ...DownloadContentDropdownContentPieceRefetch_viewer_1QxYRk
  mostPopularTags(first: 10) {
    ...Navigation_tags
  }
  authorization {
    ...Navigation_authorization
  }
  features
}

fragment Tag_tag on GenericTag {
  __isGenericTag: __typename
  __typename
  ... on AssetClassTag {
    name
    slug
  }
  ... on GeographyTag {
    name
    slug
  }
  ... on ContentTag {
    name
    slug
  }
}

fragment TextBlock_block on TextBlock {
  textMarkdown
}

fragment authorization_authorization on Authorization {
  roles {
    isPreviewingContentAllowance
    isPreviewing
    isAnonymous
    hasPremiumSubscription
    isFreemium
  }
}

fragment authorization_content on Content {
  anonymousUserHasPremium
}

fragment authorization_contentPiece on ContentPieceInterface {
  __isContentPieceInterface: __typename
  isPremium
  contentPieceType {
    isAvailableForFreemium
  }
}


Apple Is Seeing The Fruit Of Its Labor

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