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专栏 - 苹果2_0

分析:iPhone 4S价低利高

Philip Elmer-DeWitt 2011年10月12日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
苹果在消除溢价的同时,维持了其利润率。

    点击可放大图片 图片来源:德意志银行

    本周一,德意志银行(Deutsche Bank)的克里斯•维特莫尔在致客户的报告中称,“我们预计,用户稍加盘算就会选择iPhone。”

    维特莫尔补充道,有些用户甚至想也不用想就会选择iPhone。

    维特莫尔分析对比了新鲜出炉的iPhone 4S和其主要竞争对手的价格、功能以及总体购置成本。

    iPhone 4S的两年合约价为199美元(解锁版售价为649美元),与运行谷歌(Google)Android系统的3G手机价格相当。与三星盖世(Samsung Galaxy)S11(229美元合约价)、Droid Bionic(299美元)以及宏达电霹雳(HTC Thunderbolt,249美元)等4G手机的平均售价相比,iPhone 4S要便宜大约60美元。

    按照24个月分期偿还计算,购买一部16GB iPhone 4S的总体购置成本约为每月93美元(450分钟通话、无限短信以及2GB流量套餐)。这和其它智能手机差不多。

    而且,由于苹果(Apple)能从运营商处获得更高的补贴(iPhone 4和4S为大约450美元),维特莫尔估计,按照上图所示,相比其它竞争对手,苹果能从每部手机中获取更多的利润。

    据估计,根据容量不同,iPhone 4S的材料成为约为170到220美元。如此看来,iPhone 4S的制造利润高达71-73%。

    维特莫尔最后总结道:“这将支撑苹果在未来几个季度继续获得超高利润。”

    以下是德意志银行制作的图表,对比了在两年合约情况下,多款手机的购置成本和每月总体开销。

    "We expect customers who do the math to opt for the iPhone," writes Deutsche Bank's Chris Whitmore in a note to clients Monday.

    Moreover, he adds, so will customers who don't do the math.

    Whitmore's analysis involves comparing the price, features and total cost of ownership of the refreshed iPhone 4S with its leading competitors.

    At $199 with a two-year contract (and $649 unlocked), the iPhone 4S is roughly the same price as the 3G handsets that run Google's (GOOG) Android OS, and an average of about $60 less than 4G-based phones such as the Samsung Galaxy S 11 ($229 with contract), Droid Bionic ($299) and HTC Thunderbolt ($249).

    And total cost of ownership for a 16 GB iPhone 4S, amortized across 24 months, is about $93 per month (450 min, unlimited text and 2GB data plan), roughly comparable to the other smartphones.

    Moreover, because Apple (AAPL) is able to command higher subsidies from its carrier partners (about $450 for the iPhone 4 and 4S) Whitmore estimates that the company is making more money per sale than any of its competitors, as indicated by the chart above.

    With an estimated bill of materials between $170 to $220, depending on capacity, the manufacturing margins on the iPhone 4S are roughly 71-73%.

    That, Whitmore concludes, "should support attractive corporate margins for AAPL for multiple quarters."

    Below: Deutsche Bank's chart comparing purchase costs and monthly total cost over the course of a two year contract.

    点击可放大图片 图片来源:德意志银行

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