Is Apple responsible for its own woes – a sceptical economist’s observation on falling IPhone sales

As an enthusiastic purchaser of all Apple products, my attention was caught by an article in my paper, in which it was stated that Apple was having problems selling it latest Iphone. It’s stores are apparently stockpiling unsold IPhones. Today as if in confirmation of this I received an email from Apple offering me generous terms for upgrading my IPhone 5s to the latest model. What I am going to suggest is that Apple itself is in part responsible for its own woes.
Reading this article reminded me of a story about Henry Ford. It might be apocryphal but Henry Ford was considering automating the production line at his Detroit car assembly plant. He spoke to one of his most trusted advisers, who said it is claimed, ‘that if you lay all these men off, who will buy your cars’. Henry Ford considered his friends advice and continued with his labour intensive methods of production and so the story goes sales of his cars remained high. 
Apple and all the major manufacturing companies in the US and Western Europe have done the opposite of Henry Ford. They have by outsourcing production to foreign countries where labour is cheap, impoverished many of their potential customers. When the Rover car plant was being closed in Oxford, a study was produced that showed the replacement jobs for those car workers would be in the service sector, where wages were 30% lower than in manufacturing. Similarly in those former mining areas in England, high income mining jobs have been replaced by low income jobs in call centres or warehouses. The same trend is evident in the USA where increasingly the new jobs that there are created are relatively low income jobs in the service sector. If they are in manufacturing they are again likely to be relatively low income low skill jobs. A recent study showed that incomes for men in the USA with no more than a high school diploma showed a decline in incomes since 2007. 
Checking with Amazon I note that the price of the most basic IPhone 6s is £524 in UK and the similar model in the US is over $800. In the new age of capitalism when increasing numbers of workers are in low wage economy, they are effectively priced out of the market for expensive smart phones. The wisdom of Henry Ford seemed to have been forgotten by the current generation of business leaders.
What is common to all large corporations is the tax strike, as these businesses use a variety of tax avoidance schemes to avoid to paying their taxes. Usually this involves locating the head office in a low tax location, so corporation tax due on profits on the profits earned from sales in high countries . Ireland is the low tax headquarters for Apple in Europe and Luxembourg is that for Amazon. The scale of corporate tax avoidance is subject to varying calculations, in Britain even the conservative tax authorities estimate the scale of tax avoidance at being a sum in excess of £30 billion, other sources such the sum is much higher. The consequence is that the government’s of Western Europe and have less cash than is normal for the government of a developed country. The consequence is that government’s lack tax revenues to fund those activities undertaken by government and are over dependent on borrowing to finance their activities. This has had a knock effect in that in times of financial stress governments are forced to cut their borrowings and spending, resulting in an age of austerity. This austerity further reduces the incomes of the low paid through benefit cuts and job losses. These newly poor Europeans are unlikely to be customers for new expensive IPhones. 
I believe businesses such as Apple face a problem in that by minimising their costs of production in by outsourcing production and by minimising their tax payments they maximise short term profits, at the expense of long term sales revenue. It is the latter which generates real profits for the company and actions which damage revenue streams threaten the long term viability of the business. Car manufacturers have long faced this problem and have overcome that by boosting the income of potential buyers by offering low cost loans for car purchase. Perhaps Apple to maintain sales will have to look to alternate ways of boosting their potential customers income. 
This particular economist doubts the wisdom of replacing earned income with cheap loans as an the main means of increasing household incomes. Already consumer debt in the UK is reaching 180% of GDP, a sum which becomes unviable if there is a collapse of the banks, as happened in 2008/9. Borrowed income is more volatile and less reliable than earned income and is a source of financial instability and economic meltdown.

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