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专栏 - 苹果2_0

苹果分析师热议三星Galaxy S4

Philip Elmer-DeWitt 2013年03月19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。
三星Galaxy S4粉墨登场,来势汹汹。但大多数苹果分析师都认为,这款产品只能称得上是改进,而不能说是革命性的突破。它还不足以改变目前智能手机市场的竞争格局,苹果仍将占据这个市场的主导地位。

    评论界对三星(Samsung)Galaxy S4的一致评价是,这只能算是进步,而非革命性的飞跃。不过,三星新款手机对苹果(Apple)意味着什么,各方的观点则出现了分歧。

    派杰投资银行(Piper Jaffray)吉恩•蒙斯特:Galaxy S4的确有所进步,但同时,在2013年,iPhone在高端市场仍将占据主导地位。“Galaxy S4大部分都是对S3的一次改进,包括更大的屏幕(对角线尺寸增大了4%),更出色的摄像头与处理器,以及软件更新等,机身和外壳却基本没有变化。我们认为,部分软件功能确实非常特别,包括倾斜滚屏功能、基于面部识别技术的视频暂停功能,以及基于手势的互动等,但相对于Siri之于iPhone 4S的意义,或者Google Now语音服务之于安卓(Android)的意义,这些软件上的更新就逊色了不少……虽然Galaxy S4已经发布,而且宣传工作也在如火如荼地进行之中,但我们依然相信,2013年,苹果在高端智能手机市场的份额不会低于40%。”

    杰弗瑞集团(Jefferies)彼得•米塞克:软件功能成主角。“S4的硬件与预期基本一致,与iPhone 5相当。设计方面和之前相比没有太大变化,尺寸也仅从4.8英寸增加到5英寸。”三星主要专注的是软件创新与界面输入,例如手势控制和智能滚动/暂停等。虽然手机实测体验总体上令我们印象深刻,但这些软件功能在实际使用中的表现到底会怎么样,或者说这些功能是否真的实用,我们会拭目以待。S4的推出对苹果意味着什么?我们相信,S4肯定会有相当不错的销量,而且会逐渐给苹果带来麻烦。但在我们看来,S4还算不上一次革命性的飞跃。除了大屏幕尺寸之外——虽然我们也认为这一点使三星在面对苹果时更具优势,我们认为,S4的许多功能很容易就能复制。此外,Galaxy用户抱怨最多的是,他们并不喜欢三星的定制软件,尤其是定制软件的表现完全比不上原生安卓系统中的软件。

    野村证券(Nomura)斯图尔特•杰弗里:Galaxy S4将帮助三星反超苹果。“虽然S4相比S3有了明显改进,但仍有各种声音认为S4只是一种进步,算不上革命性的飞跃。尽管如此,我们认为S4将帮助三星在2013年的高端智能手机市场反超苹果。我们最初的观点包括:•派生形式因素——S4的外观与S3过于相似。•三星使用塑料作为主要基底材料。•一些有趣的新功能,虽然部分功能仅能与其他S4手机或新三星电视配合使用,限制了这些功能的吸引力。•高端Galaxy S4与Note每季度的销量似乎完全有可能达到3,500万至4,000万台,必将使三星在高端市场反超苹果。”

    巴克莱银行(Barclays)本•瑞兹:预计iPhone必将面临更激烈的竞争。“在与苹果的竞争方面,Galaxy S4基本符合预期——不过,苹果不必紧张(个别LTE版本将于今年晚些时候才能上市)。但正如我们在近期的一份报告中所述,我们相信三星的发展势头会成为让苹果头疼的主要问题。因此,我们希望看到苹果今年大规模扩大iPhone市场,同时改善平台。但最近,苹果似乎一直在保持沉默,我们或许要等到第三季度,才能看到苹果在调整定价之外,是否还会推出其他措施,对三星予以还击。”

    Evolutionary, not revolutionary, was the general consensus. As for what Samsung's new phone means for Apple (AAPL), the jury was split.

    Piper Jaffray's Gene Munster: Galaxy S4 Evolutionary, iPhone To Essentially Maintain High End Share In CY13. "The Galaxy S4 appears to be largely an incremental update to the S3 including a slightly larger screen (4% larger on diagonal), better camera and processor, and updated software, but largely the same body style and casing. We believe some of the software features are unique, including the tilt to scroll, video pausing based on facial recognition, and hand gesture based interactions, but view these software improvements as minor compared with what Siri was to the iPhone 4S or even Google Now to Android... Despite the launch and fanfare around the Galaxy S4, we continue to believe that Apple will maintain a low 40% market share in the high-end smartphone market in CY13."

    Jefferies' Peter Misek: Software Features Took the Stage. "The hardware was as expected and much like iPhone 5, the S4 saw little change in design from its predecessor besides a slight increase in size from 4.8" to 5". Samsung focused primarily on its software innovation and interface inputs such as gesture control and Smart Scroll/Pause. While we were impressed overall with our hands-on experience, we await to see how these features perform in the real world and if they are actually used. What does this mean for Apple? We believe the S4 will certainly sell well and it is incrementally negative for Apple; however, the device is not revolutionary, in our view. Aside from the large screen size, which we believe gives Samsung a large advantage over Apple, we believe many of the features can easily be replicated. Additionally, a major complaint amongst Galaxy users is that they do not like Samsung's customized software, especially when it is a downgrade in performance from stock Android features."

    Nomura's Stuart Jeffrey: Galaxy S4 to help Samsung overtake Apple. "While clearly a step forward relative to the S3, there is much that is evolutionary about the S4, rather than revolutionary. Nevertheless, we see the S4 potentially helping Samsung to overtake Apple in high-end smartphone shipments during 2013. Our initial thoughts include: • Derivative form factor – the S4 looks rather similar to the S3 and sustains. • Samsung use of plastics as the main backing material. • Some compelling new features, although some will only work with other S4s or new Samsung TVs, arguably limiting their appeal. • 35-40m high-end S4 and Note sales per quarter seems feasible, which would see Samsung overtake Apple in terms of high-end volumes."

    Barclays' Ben Reitzes: More Competition for iPhone Comes As Expected. "In terms of competition vs. Apple, the GS4 seems largely as expected – and there could be some relief for Apple (certain versions of LTE won't be available until later this year). However, as we stated recently in a recent report – we believe that Samsung's momentum is a major issue for Apple. As a result, we need to see Apple expand its iPhone market this year in a big way – and improve its platform. However, Apple seems rather silent of late – and could be waiting until C3Q to make any competitive response outside of potential adjustments to pricing."

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