ITunes sales have not collapsed nor are they collapsing. They are simply settling in and slowing down growth. To deny, after analysts and media, the alarming information spread in recent days by some newspapers on the Forrester Research database, this time the very author of the investigation Josh Bernoff.
In his blog, the same source from which the great fuss of the affair was raised, Bernoff specifies the exact terms of his thought on the sidelines of the alleged dive sales of iTunes on which several newspapers have played, including some Italians. , they played the bass drum. "All? speiga Bernoff born of a small report on iPod and iTunes and the data that can be deduced from credit card transactions. After a rather balanced piece published by the New York Times, some media such as The Register and Bloomberg have decided to tread the hand and from here it was all a flourish of titles such as, "Calo", "Crollo", "Precipizio". In fact – he says in his blog Bernoff 'everything I said that credit card transactions after Christmas last year show a decline, but with the number of transactions evaluated it is simply impossible to draw these conclusions, as clearly stated in the article. But this was too subtle a shade to finish in the articles. "
According to Bernoff, everything that comes after it makes little sense. From the phone call (obviously not completely satisfied) from Apple, ending with a 3% drop in the shares of Cupertino. "Apple not in trouble" says Bernoff -; make money with iPod and iTunes just a system to improve the player's experience. Who should be concerned about an actual slowdown in iTunes music sales that is not repaid by the turnover of a billion dollars added up by iTunes, since it loses 2.5 billion in revenue each year in the reduction of CD sales "
In the final part of Bernoff's note there is also a jab for Apple that, according to the analyst, would also have some fault in the whole affair: 'their reluctance to comment on the data or to provide information on what they are working on throws gas on the focus of speculation generated by their detractors or their supporters. In research we want facts and every company that deals with technology is much more oriented in this direction than they are. So it would be time for Apple to open up a little more. When the news is really bad, and inevitable sooner or later because no one ever fails, transparency pays. "