Apple sales see biggest fall in a year

“I couldn’t be more excited in the future we have ahead of us,” Mr Cook said, saying the company was entering an “unprecedented year of innovation”.

In a vote of confidence in the firm’s future, the company said it was setting aside an historic $110m to buy back shares in a vote of confidence in the firm’s future.

In after-hours trade, the news helped lift demand for the stock, the price of which has dropped more than 6% this year.

But the struggles at the company – which also endured a streak of sales declines for much of last year – marked a contrast with the wider market.

Globally, smartphone shipments rose 10% in the first three months of the year, expanding after a long lacklustre period, according to research firm Canalys.

At Apple, quarterly sales of iPhone dropped more than 10% year-on-year and sales slipped in every geographic region except for Europe, with the firm’s critical greater China market seeing a fall of 8%.

Mr Cook sought to reassure investors about the state of the business in China, noting that iPhone sales were actually up in “mainland” China.

But competition is intensifying, as local rival Huawei mounts a rebound.

Apple is also facing legal battles with regulators in the US and Europe over its app store fees.

A separate anti-monopoly lawsuit in the US against Google threatens the lucrative payments Apple receives from the search giant in exchange for making Google the default search engine on Safari, Apple’s internet browser.

According to court filings, those payments amounted to about $20bn (£15bn) in 2022, a sum that helped lift Apple profits.

Chief financial officer Luca Maestri said Apple sales were expected to rise in the “low single digits” in the three months to June. He said the firm expected double digit growth in its services business, offering more guidance than the company typically provides.