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專(zhuān)欄 - 蘋(píng)果2_0

蘋(píng)果明年有望在華多賣(mài)3600萬(wàn)部iPhone

Philip Elmer-DeWitt 2012年02月01日

蘋(píng)果(Apple)公司內(nèi)部流傳著一個(gè)老笑話(huà),那就是史蒂夫·喬布斯周?chē)且黄艾F(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話(huà),,就會(huì)相信他所說(shuō)的話(huà),。蘋(píng)果的數(shù)百萬(wàn)用戶(hù)中已經(jīng)有不少成了該公司的“信徒”,,而很多蘋(píng)果投資者也賺得盆滿(mǎn)缽滿(mǎn)。不過(guò),,Elmer-DeWitt認(rèn)為,,在報(bào)道蘋(píng)果公司時(shí)有點(diǎn)懷疑精神不是壞事。聽(tīng)他的應(yīng)該沒(méi)錯(cuò),。要知道,,他自從1982年就開(kāi)始報(bào)道蘋(píng)果、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
隨著中產(chǎn)階級(jí)不斷擴(kuò)大,,蘋(píng)果iPhone在中國(guó)的銷(xiāo)量可能很快將達(dá)到每年6,000萬(wàn)部。

????摩根士丹利(Morgan Stanley)看到了中國(guó)市場(chǎng)的光明前景:衣著考究的中國(guó)男女人手一部iPhone,。

????凱蒂?休伯蒂在周日致客戶(hù)的一份報(bào)告中援引摩根士丹利的AlphaWise調(diào)查,描繪了蘋(píng)果(Apple)不負(fù)眾望,,最終與中國(guó)移動(dòng)(China Mobile)和中國(guó)電信(China Telecom)達(dá)成交易后,,中國(guó)大陸智能手機(jī)市場(chǎng)的“錢(qián)途”。AlphaWise的調(diào)查反映了中國(guó)迅速壯大的中產(chǎn)階層的購(gòu)買(mǎi)模式,。

????休伯蒂的觀點(diǎn)如下:

????? 目前中國(guó)大約有1.5億高端移動(dòng)用戶(hù),,其每月話(huà)費(fèi)至少為100人民幣(16美元),。

????? 目前,蘋(píng)果在中國(guó)的唯一官方運(yùn)營(yíng)商,、中國(guó)聯(lián)通(China Unicom)擁有1,500萬(wàn)高端用戶(hù),,約占中國(guó)高端用戶(hù)總數(shù)的十分之一。

???? 今年年底或明年初,,蘋(píng)果將開(kāi)始通過(guò)中國(guó)移動(dòng)(擁有1.2億高端用戶(hù))和中國(guó)電信(擁有1,500萬(wàn)高端用戶(hù))銷(xiāo)售新一代iPhone。

????? 五分之一的中國(guó)聯(lián)通高端用戶(hù)購(gòu)買(mǎi)了iPhone,,而其它兩家運(yùn)營(yíng)商的用戶(hù)預(yù)計(jì)也會(huì)步他們的后塵,。(8%的中國(guó)移動(dòng)高端用戶(hù)已經(jīng)在使用iPhone,雖然他們僅僅只能使用2G業(yè)務(wù),。)

????? 假設(shè)市場(chǎng)滲透率為20%,,那么到2013年,蘋(píng)果至少能多賣(mài)出2,400萬(wàn)部iPhone,,使該公司的每股收益增長(zhǎng)6.5美元,。

????? 隨著iPhone日益流行和(中國(guó))中產(chǎn)階級(jí)隊(duì)伍的不斷壯大,到明年,,蘋(píng)果iPhone的銷(xiāo)售增量有望繼續(xù)上升,,達(dá)到近4,000萬(wàn)部,為其每股收益再添磚加瓦10美元,。

????Morgan Stanley has seen the future and it's a well-heeled Chinese man (or woman) with an iPhone.

????In a note to clients Sunday, Katy Huberty drew on Morgan Stanley's proprietary AlphaWise survey of buying patterns among China's rapidly growing middle class to paint a picture of the smartphone market on the mainland after Apple (AAPL), as widely expected, finally signs deals with China Mobile (CHL) and China Telecom (CHA).

????She assumes:

????? That there are roughly 150 million high-end subscribers in China currently paying at least RMB 100 ($16) per month for mobile phone service.

????? That China Unicom (CHU), currently Apple's only official carrier, has 15 million of those subscribers, or roughly 10%.

????? That late this year or early next, Apple will begin selling next-generation iPhones through China Mobile (120 million high-end subscribers) and China Telecom (15 million).

????? That because 20% of China Unicom's high-end subscribers buy iPhones, the other two carriers' subscribers will follow suit. (8% China Mobile's high-end customers already use iPhones, even though they get only 2G service.)

????? Assuming 20% penetration, Apple should see, at a minimum, 24 million addition iPhone sales in 2013, adding $6.5o per share to the company's bottom line.

????? As the iPhone catches on and the middle class expands, that number could grow to nearly 40 million next year, adding $10 to Apple's earnings per share.

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