Caution: Apple iPhone warning signals

As Apple’s home finances in the United States go up, so does Apple. More importantly: Everything is now directed towards the most pressing expenses, i.e., money raised on the pandemic, directing individuals and family bank accounts, supporting retail sales (especially online).

That can be detrimental to imaginary purchases – at least on items that are “must-have” once – in an uncertain environment where Omicron protein dominates headlines. What constitutes “get-it-now” purchases once, soon after the holiday season, can be marked by a loud thought “may leave until later – perhaps for a long time.”

Case in point: Last week’s warning from tech giants Apple to its suppliers considering a reduction in demand for the iPhone 13. That caution, first reported by Bloomberg last week, suggests some shock sticker with mark price $ 999.

A warning to suppliers, as Apple has done, will likely affect up and down supply chains, where production is slowing down, so that the phones themselves do not blow glutting shelves (and lead, undoubtedly, into cutting costs to carry) product going.). But retirement, whether short-term or long-term, has far-reaching implications for consumer electronics.

What goes up, as they say, must go down. And where consumer spending is elevated and resilient by pandemic, it may necessarily have to stop. Consumer spending, after all, is driven by psychology.

If we are confident about current and future prospects – job security, reliable income streams and financial capacity (linked to inflation), and health – we are more motivated to use what is available in our mixes. If any of those key “pillars” of consumer trust are lacking or weak, spending will, not surprisingly, also be weak.

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