Tim Cook Writes To Apple Employees After Company Loses $450 Billion In Market Value In 3 Months

Apple had been riding high until October this year — its stock was at an all-time high at $232, it was the most valuable company in the world, and it had become a trillion-dollar company. But just three months later, the story has changed dramatically.

On Thursday, Apple cut its revenue guidance for the first time in two decades on the back of slowing iPhone sales. The stock markets didn’t take this well — its stock fell nearly 10%, and now trades at just $147. Apple’s stock had been falling in value over the last two months, but the recent cut has meant that it has lost $450 billion in market capitalization — that’s nearly the entire value of Facebook. The fall has also meant that Apple is no longer the most valuable company in the world, but is only the fourth most valuable behind Microsoft, Amazon and Google.


Apple CEO Tim Cook has now written to employees after the recent setbacks. In a memo obtained by Bloomberg, Cook said that he was “disappointed” with the recent results, but would use the recent opportunity to “learn and take action.” Here’s the entire memo:


Happy New Year — I hope everyone was able to rest and enjoy time with loved ones over the holidays.

This afternoon we issued a letter to Apple investors explaining that we are revising our financial guidance for the holiday quarter. I encourage you to read it. As you will see, our revenue shortfall in Q1 is from iPhone, primarily in Greater China.

While we are disappointed to be falling short of our quarterly revenue goal, our fiscal first quarter was also a record setter for revenue from Services, Wearables and the Mac. iPad revenue grew double-digits over the year-ago quarter, and iPhone activations in the U.S. and Canada set new Christmas Day records. We expect to set all-time revenue records in key markets including the US, Canada and Mexico, Western European countries including Germany and Italy, and countries across the Asia-Pacific region like Korea and Vietnam. Our worldwide installed base of active devices also hit a new all-time high, reflecting the loyalty of our customers and their appreciation for the work you do.

We are tremendously proud of the innovations we’re delivering to our customers with iPhone XR, iPhone XS and iPhone XS Max. These are, without a doubt, the best iPhones we’ve ever made. We did not set a new record for iPhone sales in Q1, however, due to a number of factors — some macroeconomic, and some specific to Apple and the smartphone industry.

External forces may push us around a bit, but we are not going to use them as an excuse. Nor will we just wait around until they get better. This moment gives us an opportunity to learn and to take action, to focus on our strengths and on Apple’s mission — delivering the best products on earth for our customers and providing them with an unmatched level of service. We manage Apple for the long term, and in challenging times we have always come out stronger.

With that in mind, please join me for an all-hands meeting on Thursday morning at 9:30 a.m. PT. Be sure to check AppleWeb for more details. Due to construction at Apple Park, we’ll be gathering at Town Hall on the Infinite Loop campus. Join us there in person, or via live stream through AppleWeb. I’ll have more details about the quarter, and I’m looking forward to your thoughts and questions.

Hope to see you there.