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专栏 - 苹果2_0

分析师热议苹果iPhone 5盛大亮相

Philip Elmer-DeWitt 2012年09月13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。
华尔街没有感到惊喜,但仍欢欣鼓舞。苹果股价当天上涨了1.39%。很多分析师也都看好iPhone5的市场表现,甚至因此调高了对苹果销售业绩的预期。

    

CEO Tim Cook at the event. Photo: The Verge

    首席执行官蒂姆•库克在发布会现场 照片供稿:The Verge

    市场对苹果公司推出新手机反响积极,当天就将苹果股价推高了1.39%。长期关注苹果的分析师们同样如此,他们对周三举行的特别发布会热情响应。下文就是他们第一时间反应的样本。如有最新内容,我们会置顶处理。

    托皮卡公司(Topeka)的布莱恩•怀特:全新热卖iPhone 5登场。开始排队抢购吧。“我们相信,这些变化会推动消费电子产品史上最大的一次升级。首先,更大的屏幕(4英寸 vs. 3.5英寸)将让消费者的阅读和视频观赏体验更好,甚至会推动去年的iPhone 4S升级。第二,整机薄了18%,令人惊叹。这个提升主要得益于采用了in-cell触摸屏技术。让人惊讶的是,新iPhone比iPhone 4S还轻了20%。第三,全新铝合金一体成型机身让新iPhone显得更为光滑可人,我们想这一定会赢得超高的回头率。”目标价格不变,为1,111美元

    杰弗瑞集团(Jefferies)的彼得•米瑟克:它来了!赶快买!总的来说,iPhone 5的发布和之前大家的猜测基本一致,不过我们认为推出这款新机的运营商将会更多,推出速度也会比众多投资者预料的要快。我们相信,本次新品推出的时间表意味着供货限制不会像有些人担心的那么严格。我们也看到,未来数月乃至明年,将有众多有利因素推动苹果股价表现强劲。”目标价格不变,依然是900美元

    投行派杰公司(Piper Jaffray)的吉恩•蒙斯特:iPhone 5如期发布。“苹果公司今天将正式推出iPhone 5,我们相信这款手机将满足、甚至超越用户的期望。这款重新设计的手机给了我们更大信心,让我们确信九月底苹果能卖出600万到1,000万台iPhone 5,因此我们将对九月iPhone的预估出货量从2,200万台调高到2,720万台,以反映我们的信心。”目标价格不变,为910美元

    满银资本市场(BMO Capital Markets)的凯斯•巴克曼:期待已久的iPhone 5。“就苹果的新品发布而言,我们通常会重点关注几个突出的性能。但是,iPhone 5给我们的印象是,它远不止是一堆零部件的整合。凭借更大的屏幕,包括iOS 6、Siri和地图在内的更好的软件,更轻盈的机身,我们相信这款手机将会表现出众。按照惯例,苹果会让这款新手机的售价和老款保持一致。”目标价格不变,为680美元

    巴克莱银行(Barclays)的本•雷特兹:新屏幕,新软件,新性能。“我们也注意到了,今天的新品发布中有些内容并未提及。比如,iPhone 5并不具备近近场无线通讯(NFC)功能,苹果也没有宣布它拥有和Pandora类似的流媒体收音机功能。我们相信,明年这些功能就会出现在苹果的生态系统里。本次发布中也没有提到全新的Mac电脑,它似乎将与iPad mini一同出现在下个月的发布会上。苹果也没有提到苹果电视(Apple TV)及其客厅产品战略,而我们本希望能尽快了解更多这方面情况的——虽然我们并没指望过这次就能看到一台功能完备整合的电视机。” 目标价格不变,为750美元

    译者:清远

    Like the market, which pushed Apple's (AAPL) shares up 1.39% for the day, analysts who cover the company reacted positively to Wednesday's special event. Below: A sampling of their initial reactions. I'll put the newest ones on top as they come in.

    Topeka's Brian White: The Hot New iPhone 5 Unveiled. Let the Lines Begin. "We believe these changes will drive the biggest upgrade in consumer electronics history. First of all, the larger screen size (4 inches vs. 3.5 inches) will provide consumers with a much better reading and video viewing experience, even driving upgrades from last year's iPhone 4S. Secondly, the 18% thinner form factor is amazing and helped by the use of in-cell display technology. Surprisingly, the new iPhone is also 20% lighter than the iPhone 4S. Thirdly, the new aluminum unibody casing has created a much sleeker look to this new iPhone and we expect this will really turn heads around the world." Price target unchanged at $1,111.

    Jefferies' Peter Misek: It's here! Buy it! "Overall the iPhone 5 announcement was in-line with previews, though we think the phone is launching at more carriers and sooner than many investors expected. We believe the launch schedule implies that supply constraints are not as bad as some feared. We see numerous catalysts for the shares to perform well over the next couple months and the next year." Price target unchanged at $900.

    Piper Jaffray's Gene Munster: iPhone 5 Announced as Expected. "Apple officially announced the iPhone 5 today and we believe the phone will meet or exceed consumer expectations. The redesigned phone gives us greater confidence in our feeling that Apple will sell 6-10 million iPhone 5s by the end of September and we are increasing our September quarter iPhone unit estimate to 27.2 million from 22 million to reflect our confidence." Price target unchanged at $910.

    BMO Capital Markets' Kieth Bachman: The Long Awaited 5. "For Apple product launches, we usually call out a few features that stand out. However, our take on the new iPhone 5 is this is more about a sum of the parts. With the larger screen, improved software included iOS 6, Siri and maps, in lighter form factor, we think the phone will do well. As is normally the case, Apple slots the new phones into the prices of previous models." Price target unchanged at $680.

    Barclays' Ben Reitzes: New screen, new software, new features. "We also note some of the things that were not brought up during today's announcements. For example, the iPhone 5 did not come equipped with any NFC capability and Apple did not announce a streaming radio service similar to Pandora. We believe these features will be available within the Apple ecosystem next year. New Macs were also left out of this announcement, which seems to point to yet another event coming next month with the iPad mini. The company also didn't address Apple TV and its strategy for the living room, which we expect to hear more about soon—although we don't expect an integrated television set at this time. Price target unchanged at $750.

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