Apple and other technology giants have lost more than $2 trillion in value in 2022, but these big companies are fully capable of coming out of the recession and are stronger than before. The New York Times on Monday analyzed the "mismatch" between the panic on Wall Street and the smooth operation of Silicon Valley giants such as apple, Amazon, Microsoft, alphabet and meta.
For example, market analysts predict that all these technology giants will increase recruitment, acquire more enterprises and become more powerful in the coming years. According to Richard Kramer of arete research, these companies' cash reserves allow them to "invest through the cycle".
Take apple as an example. CEO Tim Cook has long advocated investing in the future in the recession. During this period, Apple's employees doubled and sales almost tripled. It also acquired key companies such as P.A. semi, which helped promote the development of Apple silicon.
Recently, Apple has begun offering engineers a $200000 bonus and is trying to raise salaries for retail staff. Although these measures are mainly to deal with the severe labor market, they also show the potential strength of apple.
On the one hand, giants may still see a slowdown in the advertising business of application developers, who usually rely on venture capital to fund their marketing. Although Apple's advertising business is growing - it is much smaller than its competitors and makes little contribution to its performance.
However, regulatory challenges could threaten apple and other technology giants. For example, antitrust pressure could undermine the $19 billion paid by alphabet to apple, making Google iPhone On the default search engine, which could affect Apple's 3% pre tax profit.
Some other companies are more vulnerable. Facebook believes that its advertising market may face challenges in the future. The company blames Apple's privacy function for most of the loss of revenue.
Apple refuted these claims and issued a research report refuting allegations that it created privacy features to promote its own advertising business. It also denies that "application tracking transparency", one of the new core privacy controls, is the only driving force behind the decline in Facebook advertising.