CUPERTINO, Calif., Jul 23, 2013 (BUSINESS WIRE) — Apple(R) today announced financial results for its fiscal 2013 third quarter ended June 29, 2013. The Company posted quarterly revenue of $35.3 billion and quarterly net profit of $6.9 billion, or $7.47 per diluted share. These results compare to revenue of $35 billion and net profit of $8.8 billion, or $9.32 per diluted share, in the year-ago quarter. Gross margin was 36.9 percent compared to 42.8 percent in the year-ago quarter. International sales accounted for 57 percent of the quarter’s revenue.

The Company sold 31.2 million iPhones, a record for the June quarter, compared to 26 million in the year-ago quarter. Apple also sold 14.6 million iPads during the quarter, compared to 17 million in the year-ago quarter. The Company sold 3.8 million Macs, compared to 4 million in the year-ago quarter.

It is clear from these results that to maintain it’s turnover, margins have been reduced. The iPhone however is still popular. It is still a brand people want and value.

However, people cannot afford to change their iPhone as often or don’t want to as their current model works just fine.

Apple really need to introduce the next new thing and be successful. Actually, Apple just need to launch their updated iPads and iPhones soon as they haven’t released anything for nearly a year while they focused on ios 7 and new hardware.

What we will see is a change in performance once the new hardware is released.