Apple Record Revenues Rely on Localization
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Apple Record Revenues Rely on Localization

Apple Record Revenues Rely on Localization

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Apple announced yesterday its results for their first quarter of fiscal year 2012, which ended on December 31st, 2011. The numbers were impressive: Net Income of US$ 13.1 billion on US$ 46.3 billion in revenues. Apple is growing so fast that its profit of US$ 13.1 billion was equal to their revenue in Q4 2010.

In the management discussion of the results in the company’s filing with the Securities and Exchange Commission, Apple credits the increase in sales to the launch of iPhone 4S and the expanded distribution of iPhone with new carriers, strong demand for iPad and higher sales from the iTunes store, partially offset by decreased sales of iPod.

The Twittersphere was abuzz with comparisons. First, Apple is once again the most valuable publicly traded company in the world, with a market cap of $414.83 billion. Also, apparently more Apple iPhones are sold than babies are born everyday.

From the localization perspective, it is interesting to observe that Apple manages its business primarily on a geographic basis. The Company’s reportable operating segments consist of the Americas, Europe, Japan, Asia-Pacific and Retail operations. The results of the Americas, Europe, Japan and Asia-Pacific reportable segments do not include the results of the Retail segment.

Unfortunately, Apple doesn’t report results by country. The Americas segment includes both North and South America. The Europe segment includes European countries, as well as the Middle East and Africa. The Asia-Pacific segment includes Australia and Asian countries, other than Japan. The Retail segment operates Apple retail stores in 11 countries. However, Apple attributed its impressive results primarily to robust sales growth in emerging markets like China, Latin America, Brazil, and the Middle East.

A quick look at the results of the company shows the importance and contribution of international markets to Apple’s results.

Japan, for example, represented 7.7% of the total revenues for the quarter, while it contributed with 10.5% to the profit margin. Japan was also the fastest growing geography when you compare the first quarter of 2011 with the first quarter of 2012.

Apple Inc. Revenues for Q4 2011

Successful companies, like Apple, need a sound localization strategy to succeed in the global economy.

In the case of the iPad, these are the languages that Apple supports:

  • Language support for English (U.S.), English (UK), Chinese (Simplified), Chinese (Traditional), French, German, Italian, Japanese, Korean, Spanish, Arabic, Catalan, Croatian, Czech, Danish, Dutch, Finnish, Greek, Hebrew, Hungarian, Indonesian, Malay, Norwegian, Polish, Portuguese, Portuguese (Brazil), Romanian, Russian, Slovak, Swedish, Thai, Turkish, Ukrainian, Vietnamese
  • Keyboard support for English (U.S.), English (UK), Chinese – Simplified (Handwriting, Pinyin, Stroke), Chinese – Traditional (Handwriting, Pinyin, Zhuyin, Cangjie, Stroke), French, French (Canadian), French (Switzerland), German (Germany), German (Switzerland), Italian, Japanese (Romaji, Kana), Korean, Spanish, Arabic, Bulgarian, Catalan, Cherokee, Croatian, Czech, Danish, Dutch, Emoji, Estonian, Finnish, Flemish, Greek, Hawaiian, Hebrew, Hindi, Hungarian, Icelandic, Indonesian, Latvian, Lithuanian, Macedonian, Malay, Norwegian, Polish, Portuguese, Portuguese (Brazil), Romanian, Russian, Serbian (Cyrillic/Latin), Slovak, Swedish, Thai, Tibetan, Turkish, Ukrainian, Vietnamese
  • Dictionary support (enables predictive text and autocorrect) for English (U.S.), English (UK), Chinese (Simplified), Chinese (Traditional), French, French (Canadian), French (Switzerland), German, Italian, Japanese (Romaji, Kana), Korean, Spanish, Arabic, Catalan, Cherokee, Croatian, Czech, Danish, Dutch, Estonian, Finnish, Flemish, Greek, Hawaiian, Hebrew, Hindi, Hungarian, Indonesian, Latvian, Lithuanian, Malay, Norwegian, Polish, Portuguese, Portuguese (Brazil), Romanian, Russian, Slovak, Swedish, Thai, Turkish, Ukrainian, Vietnamese