All that you need
to know about Apple’s Q3, 2010 earnings is that the iPad, a mere 90 days after
it started shipping, almost outsold the Mac – and this was a quarter that was
the best ever for the Mac (there were 3.27M iPads, and 3.47M Macs sold
in the quarter).
Mind you that
going into the quarter, many thought that if the Company sold 1M iPads for the
year they’d be happy.
This fact led to
an interesting exchange between Apple COO, Tim Cook, and one of the industry
analysts, who was querying him about cannibalization of either the Mac or the iPod
by the iPad.
“Cannibalization?
The real answer is that it's too early to tell. If you look at the quarter we
just finished, we’re thrilled that we recorded the best Mac quarter ever, at the
same time we sold 3.3 million iPads. For us it's a jawdropper,” noted Cook.
Cook went on to
note that, whereas everyone else seems to focus on the negatives and risks of
having a diverse, nominally overlapping portfolio, within Apple, it’s the exact
opposite.
They see having
‘Halo Effect’ as a bigger factor from both a technical and market perspective,
a point further underscored when Tim rolled out a stat about how the growth of
iPod facilitated a re-birth of the Mac, synergies that they see playing out again with iPad.
I have previously blogged in
detail on the Halo Effect working in Apple’s favor, so suffice it to
say, I am just happy to hear it expressed as a core thought process within Apple.
Strictly the
Facts: Apple by the Numbers
Superlatives
aside, the parade of numbers is just staggering. The Company posted record
revenue of $15.7 billion, which is now its best ever, ahead of the last holiday
quarter. This translated to $3.25
billion of profit (a 78% increase), and dropped another $4 billion to the
coffers, meaning that they are now sitting on $45.8 billion in cash.
While logic
dictates that the law of big numbers should be catching up with Apple, these
results compare to revenue of $9.73 billion and net quarterly profit of $1.83
billion in the year-ago quarter, and in fact, Peter
Oppenheimer, Apple’s CFO, is every bit as bullish in the quarter ahead.
“Looking ahead to the fourth fiscal quarter of 2010, we expect
revenue of about $18 billion and we expect diluted earnings per share of about
$3.44,” noted Oppenheimer.
While the Company
has been quick to assert that they will not create price/margin gaps to enable
low-priced competitors to outflank them, nonetheless, gross margins continued
strong at 39.1 percent compared to 40.9 percent in the year-ago quarter.
This beat expectations, and is particularly impressive in light of the impact of the strengthening dollar
against international currencies, and especially the Euro, since international sales accounted for 52 percent of the quarter’s revenue.
The Mac
Business
As noted, Apple
sold 3.47 million Macs during the quarter, representing a new quarterly record, and a 33 percent unit increase over the year-ago quarter (and 100K Macs over
last quarter).
Not only is the
Company growing its PC unit sales ahead of the rest of the market, with
strong double-digit growth in each of the domestic and international regions, but
in a number of Asia-Pacific segments they are simply crushing it, showing 73%
year-over-year growth in AsiaPac, 144% in China, 184% in Korea and and almost doubling in
Hong Kong.
The iPhone
On the iPhone
front, the Company sold 8.4 million iPhones, representing 61 percent unit
growth over the year-ago quarter – well ahead of the 38% growth rate of the overall global smart phone segment.
Beyond the basic
impressiveness of these numbers is the fact that the Company seems pretty clear
on how they are managing their carrier relationships on a country-by-country
basis, so as to maximize the balance between market penetration and financial
yield (the ASP on iPhone is an impressive $595).
Here, Cook gave
the example of Spain, where the Company is toggling from an Exclusive Carrier model to
Multi-Carrier in the quarter ahead (likely owing to the weakness of the Spanish economy).
As expected, no commentary was provided on the Apple-AT&T relationship,
and Cook deflected the one question that came his way.
Candidly, I
expected indigestion around the fact that while 8.4 million units sold is
magnificent (and ahead of The Street consensus of 8.35 million units),
whisper numbers actually ran as high as 9.5 million units.
Thus, owing to
the lazy logic of many analysts and the consumer investor, who equates Apple with iPhone, at least as a growth story, it would not have been shocking to see an analyst or two spin the story
as disappointing and ding the stock, especially in light of the recent Antenna-Gate stories, and
perceived increased competition with Google’s Android.
But, Apple was
very clear on the call that some of this was a by-product of coming into the
quarter with ample iPhone 3GS inventory, then needing to sell it down to nil in
advance of the iPhone 4, which did not actually ship until June 24, a process
the translated to inventory scarcity and about 250K less units sold during the quarter.
And
if there were any doubts about the popularity of iPhone 4, Cook put them to
rest, stating that Antenna-Gate or no, Apple is selling every iPhone 4 they can
make, and that returns on iPhone 4 are materially less than with 3GS, especially for
antenna-related issues.
The fact that the
analysts seemed to readily accept this, and have already updated their models to factor the impact of
the transition to iPhone 4, tells me that whereas Apple has long been the most
mis-analyzed (and thus, under-valued company in tech), within a quarter or two,
they will probably be overvalued.
iPods, iPads, iTunes
and App Store
Apple sold 9.41
million iPods during the quarter, representing an eight percent unit decline
from the year-ago quarter, which is to be expected as they transition from
standard MP3 devices, where they still have 70% of the market share, to
multi-function iPods, like the iPod touch.
Also, of note is
the fact that iTunes did over $1 billion, and is growing 25% year-over-year,
in part fueled by the fact that there are now over 100M iOS based devices out
there (includes: iPhone, iPod touch and iPad).
Similarly, Tim
Cook touted the App Store as generating 5 billion downloads and having 225K
apps within its marketplace, of which 11K apps are specific to iPad, a distinction that I previously flagged as a
precursor to platform fragmentation.
With respect to
the iPad, the Company began selling them during the quarter (in 10 countries), with total sales
of 3.27 million units, and a $640 ASP. Nine more countries are coming online on July 23.
But to really frame the
incredible ramp of iPad, consider Cook’s comment that it took 20 months for the
one millionth iPod to be sold, but only one month to reach that same milestone on
iPad.
Cook’s point,
which he came back to more than once, is that iPad is moving well beyond an
early adopter device and into the mainstream.
Apple Retail
Store Performance
In Q3, Apple
Retail did $2.58 billion across an average of 287 stores, which
is up 73% year-over-year, owing in part to the fact that average revenue per
store increased from $5.9M to $9M. Nobody asked the question about same-store numbers relative to year-over-year, but it’s clear that their retail model is thriving.
Moreover,
relative to the earlier mentioned Halo Effect, Apple Retail sold 677K Macs vs.
492K a year ago, and about half of these were to customers who had never owned
a Mac before.
Corporate
Market Penetration
This remains an
area where Apple’s strategy feels more opportunistic than strategic, inasmuch
as large enterprises have never been the Company’s strong suit, nor is it
apparent that the Company has a sales, marketing, support and professional
services organization focused here.
Nonetheless, Tim
Cook cited 80% of the Fortune 100 being in pilot or deployment on iPhone, 60%
of the Fortune 500 and another 400 higher education institutions that have
approved for iPhone for faculty and students.
Similarly, in the
first three months that iPad has been available, 50% of the Fortune 500 is
testing or deploying that device.
iPad and iOS in general lend themselves very naturally to a vertical segmentation
strategy should the Company ever get religion about cultivating an indirect ISV
and VAR channel.
Netting It Out: This
is a company that had two game-changing product launches in the last quarter
alone (i.e., iPad and iPhone 4); that is very confident in its product pipeline
(an iOS-based Apple TV, anyone?) and is at an all-time high on its “legacy” Mac
business.
Plus, this is like 22 out of 23 quarters in a row where they have simply left their own projections in the rear-view mirror, and of course, $46 billion of cash reserves is a crap-load of money for a rainy day fund.
For the first
time, though, I felt that the analysts in the call were treating Apple with the respect
of a industry 'Gorilla,' a point made even clearer watching Cook and Oppenheimer effortlessly flick off the analysts' questions, just as King Kong did to tiny airplanes standing at the apex of the Empire State Building.
Whether it occurs this
quarter or next, when Apple passes Microsoft in revenue, that will be the
seminal moment for those of us who have embraced Apple both in the dark days and the happier ones; i.e., times like right now.
Related Posts
- Holy Shit! Apple's Halo Effect
- "Antenna-Gate" (How Apple's PR perception shapes its reception reality)
- Apple, iOS and the Post PC Era
- “Unfair Advantages” – Assessing Apple’s March, 2010 Quarter