Apple Public Relations: Good PR Pays Off – Earnings Up 12 Percent

Apple Public Relations

When it comes to good PR probably no one does it better than Apple. The company was represented for years by Bite Communications, but since last month, Bite and Apple parted ways and from now on Apple will do PR “in house.

The first major news report from Apple since they “ditched” Bite came Tuesday when the company reported its third-quarter earnings. The press release that marked the occasion “yelled” at the readers: “Best Non-Holiday Quarter Revenue and Earnings in Apple History

July 21, 2009—Apple® today announced financial results for its fiscal 2009 third quarter ended June 27, 2009. The Company posted revenue of $8.34 billion and a net quarterly profit of $1.23 billion, or $1.35 per diluted share. These results compare to revenue of $7.46 billion and net quarterly profit of $1.07 billion, or $1.19 per diluted share, in the year-ago quarter. Gross margin was 36.3 percent, up from 34.8 percent in the year-ago quarter. International sales accounted for 44 percent of the quarter’s revenue.

Apple’s success is amazing if we consider other companies that struggle to get out of the crisis caused by the recession, but it is not surprising. Somehow Apple always took the right decisions, like cutting prices for iPhone and Macs (and announcing these with brilliantly drafted press releases). When it comes to this company, most of the analysts were wrong: actually, no one expected such a high number of sales. Interestingly, although Apple exceeded expectations with the iPhone and the Mac, the company sold less iPods as in the preceding months. But the company doesn’t seem to care too much about the iPod; the product that seems to get the most attention now is the iPhone:

“We’re thrilled to have sold over 5.2 million iPhones during the quarter and users have downloaded more than 1.5 billion applications from our App Store in its first year,” said Steve Jobs, Apple’s CEO.

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