By the numbers: a breakdown of Apple’s Q2 2014 earnings call

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Apple went over its Q2 2014 earnings today on its quarterly conference call with CEO Tim Cook and incoming CFO Luca Maestri. The company announced that former Burberry CEO Angela Ahrendts will finally be joining the executive team as SVP of Retail. Cook also addressed the recent debut of Microsoft’s Office productivity suite on the iPad.

But, as with any earnings call, the numbers that define Apple’s success or failure in the market took center stage. Here are some of the big ones you might have missed:

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Live blog: Apple’s Q2 2014 earnings call

As we previously shared last month, Apple is scheduled to hold its quarterly conference call to discuss its earnings report from the second quarter of its fiscal year: this includes 43 million iPhones, 16 million iPads, and 4 million Macs. As the company reported, it earned $45.6 billion in revenue during Q2. Apple has already made news as it announced the first split of its stock since February 2005.

In terms of product announcements during that timeframe, Apple was relatively quiet; it expanded iTunes Radio to Australia and added NPR support, rebranded iOS in the Car as CarPlay with compatible cars arriving later this year, introduced a cheaper 8GB iPhone 5c in several non-US markets, replaced the iPad 2 with the iPad 4 at the same price point, and announced its worldwide developer conference scheduled for June 2. Apple is currently positioned to save new products for the latter half of the year as it did in 2013.

Investors and analysts are sure to raise this point during the call, and we’ll be listening and bringing you coverage starting at 5pm EST/ 2pm PST. Read more

Tim Cook: iPhone 5c popular among first-time iPhone buyers, but not as popular as expected

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During today’s earnings call, Apple CEO Tim Cook noted that the iPhone 5c was the most popular choice among new iPhone users. However, the colorful new lower-end device did not meet the company’s expectations in sales. Despite the fact that iPhone 5s sales came in above Apple’s target, the iPhone category overall significantly missed analysts’ projected sales mark of 55 million units.

It’s likely that Apple misjudged the low-end smartphone market here, believing that users would jump at the chance for a “new” iPhone at a lower price than usual. Smartphone shoppers don’t seem to be taking the bait, instead opting for the more expensive, more “premium” 5s or going elsewhere. It’s hard to say they’re making the wrong call, considering that the iPhone 5c is actually much closer in specs to the previous generation than it is to the latest model, which seems to be more than worth its $100 premium.

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Analysts estimate iPad sales up 10 percent year-on-year, to 25M last quarter

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A couple of days after Fortune did its roundup of analyst estimates of iPhone sales, it has now done the same for the iPad, with the average forecast coming out at 25M sales in the final quarter of last year (Apple fiscal Q1) – up 10 percent from the previous year.

iPads were a more challenging market to forecast, observes Fortune‘s Philip Elmer-Dewitt:

The iPad Air didn’t ship until Nov. 1, missing one third of the quarter; the new iPad Mini (with Retina display) showed up 12 days later and was in short supply all the way through Christmas …  Read more

Apple to hold fiscal Q4 earnings conference call on Monday, October 28th

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Update: Live webcast will be at www.apple.com/quicktime/qtv/earningsq413

Apple will hold its quarterly earnings call to announce results on October 28th, as noted on Apple’s investor website. Typically, Apple’s CEO Tim Cook and CFO Peter Oppenheimer will read prepared statements about the company’s performance, before opening the call to a question and answer session for analysts. The call will begin at 2PM Pacific / 5PM Eastern time. Apple will publish a press release reporting their results about half an hour before the call is due to begin.

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Tim Cook admits that iMac launch should have been postponed to avoid delays for customers

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When asked about staggered product launches during the Q&A of Apple’s Q2 2013 earnings call today, Apple CEO Tim Cook admitted that he wished Apple would have postponed the launch of the new iMac until after the holiday season in order to avoid the significant delays that customers experienced in the initial months of launch:

I don’t spend a lot of time looking back… If we could run it over, i would have announced the iMac after the turn of the year… we felt our customers had to wait too long for that specific product… Where the iPad mini was in shortage in the December quarter, I would not have done that differently because we were able to get the product out to many customers that wanted it. In retrospect, I wish it [iMac] was after the turn of the year so customers would not have had to wait as long as they did.

When Apple first launched the all new, slimmed down iMac lineup leading up to the holidays in October of last year, Tim Cook quickly confirmed that Apple would run into some significant component constraints and delays for the product. The months following launch saw major delays with customers ordering the product having to wait weeks to receive their shipments and some models pushed back as far as December.