Blackfriars' Marketing

Saturday, June 30, 2007

Apple's iPhone: tough enough to take a hit and still pass bits

PC World has been brave and done several abuse and drop tests with the new iPhone. The good news: not only is the device extremely rugged and survived all the abuse they threw at it, but it's been surprising hard to mar the case or make it look anything other than brand new. No one is saying it's as rugged as the iPod nano yet, but that's because no one's been able to pull their attention away from their iPhone long enough to run it over with their car yet.

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iDay+1 brings 16,000+ iPhone Buzz Index, brisk sales, and overloaded servers


[Click on the above image for a larger version]



iDay has come and gone, yet the iPhone buzz keeps building. As we go into the weekend, we now have more than 15,000 stories in the last 24 hours, many of them covering the launch events at Apple and ATT stores last night.

Reviews of the phone have been overwhelming positive. I was surprised to see that even the Boston Globe, a newspaper with no great love for Apple products or enthusiasts, had a rather glowing "first-touch" review:

After the relentless buildup of the past six months, the temptation to trash Apple Inc.'s new iPhone is pretty much irresistible.

If only I could.

That pretty much says it all.

Sales of the iPhone, though, I would have to classify as surprisingly smooth. AT&T's activation system appears to be the big bottleneck at this point; it was down several times in the last 12 hours and is at best sluggish during peak loads. Waits in AT&T stores have also been long due to poor computer support. One fan waiting in line at the AT&T store in Manhattan, left the line, walked to the Apple Store on Fifth Avenue, bought an iPhone, walked back to AT&T, and the line hadn't moved from where he was in it. Ouch.

On the other hand, Apple's decision to decouple phone activation from sales was a strategic move that, in hindsight, now appears to be genius incarnate. We clocked people walking out of Apple stores with new iPhones at rates of one to three a minute, which means anywhere from 50 to 200 phones are walking out of each of Apple's 162 stores each hour. Said another way, based upon what limited data we've been able to observe and get from others, we're looking at peak physical sales in Apple Stores on the order of 30,000 an hour. But even more surprising is the fact that Apple iPhone stocks seem to be holding up well. People reported last night that they could walk into Apple Stores at 9 pm and buy an iPhone with no line or wait whatsoever. It appears that Apple's bet big on manufacturing lots of phones.

Online Apple sales have suffered somewhat from overloaded servers; in fact both the online Apple Store and iTunes were down after 9 pm EDT as customers rushed to make purchases. Even so, we've heard data saying that online sales rates were also in the tens of thousands of sales per hour during the first few hours. Delivery times have been consistently reported at 2-4 weeks from the online store; that has not changed as of 9:45 am Sat. morning, but may change today as stocks become depleted over the weekend.

The bottom line: some analysts claimed that the iPhone launch would be a failure if Apple failed to sell 100,000 iPhones during the first weekend. Based upon the limited data we have, we believe that number was exceeded in just the first two to three hours. Blackfriars' prediction is that Apple will sell 500,000 iPhones this weekend, and based upon limited sales rates reported, that number now looks quite achievable. The only question is whether the demand and iPhone supply is great enough that they might push past the million unit mark this weekend.


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Friday, June 29, 2007

First iPhones sold at Burlington MA


[The ATT line at the Burlington Mall]


[The Apple Store line at the Burlington Mall]


[More of the Apple Store line at the Burlington Mall]


[The Apple Store iPhone displays count down the minutes until 6 pm]


[Four seconds left]


[00:00 -- the night of the iPhone has begun]

We just watched both the ATT and Apple stores open. iPhone sales are obviously brisk, with three walking out the door in the first five minutes. Some buyers, however, are doing something inexplicable: they are actually trying iphones out at the in-store displays, much to the frustration to the few hundred people waiting in line.

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iPhone Buzz breaks 11,000 for iDay; let the consumer revolution begin


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The number of stories over the last 24 hours about the iPhone has boomed to 11,690, but what stories they are. Today's New York Times has three iPhone articles and boasts an iPhone editorial titled "Eat the iPhone" (note: subscription may be required to read editorials). The Wall Street Journal (subscription required) has no fewer than four different articles referencing the iPhone launch, including an excellent one by Paul Kedrosky titled, "The Jesus Phone" in which he notes Apple's amazing lack of traditional publicity relations:

So, how has Apple done it? Some people argue it has cleverly drip-dripped product information to the market, tantalizing consumers and journalists alike, everyone hanging on to learn about the next nifty feature. A big, bright touch screen! A real Web browser! A finger-flickable interface! I gotta get one!

But this theory is wrong. Apple hasn't steadily dripped product information. As a matter of fact, the iPhone that Steve Jobs described and demonstrated back in January, when he first announced the product, is pretty much the same as what is being launched today. I am hard-pressed to think of a single material feature in the product that wasn't announced six months ago, right down to the nifty new way you can scroll through songs.

So if Apple hasn't teased and tantalized its way to iPhone ubiquity, another theory goes, surely it has been the company's massive, multibillion-dollar marketing campaign that has done the deed. The trouble is, there is no such multibillion-dollar Apple campaign. Apple simply announced the product, and then did nothing. It has only been in the last month that there have been some television advertisements, and those were merely product demonstrations set to music. Granted, it was nice music, but it was also just an iPhone being put through its paces, hardly the recipe for hype.

We noted nearly a year go that Apple's quest for excellent consumer experiences and secrecy are two ingredients of the secret sauce for its remarkable public awareness. But is it really worth all that effort?

Here's a quick way to put a dollar value on Apple's remarkable non-marketing. We've been tracking the number of articles on the iPhone for the last 11 days. During that period, more than 86,740 news articles have appeared referencing the iPhone, none of which Apple paid for. If we were to substitute paid advertisements at $2,500 each for those news articles, it would have cost Apple $217 million to buy that amount of publicity. Yet, because Apple focused on what customers wanted and addressed a true consumer need for a simple and powerful cell phone, it never spent a penny of that money. Said another way, Apple garnered $217 million in ad savings -- which falls to its bottom line as pure profit -- over 11 days by being a smart marketer. And that number is probably more like a billion dollars in advertising savings over the past six months.

Kedrosky makes the same point about Apple giving consumers what they wanted in a different but equally powerful way to close his article:

If it's not the marketing campaign, nor the cult of Apple, nor the showmanship of the charismatic Steve Jobs, then how has the iPhone succeeded in getting millions of people interested in buying something so expensive that hasn't even been launched?

I'll tell you. First, people hate their cell phones. Other than making phone calls -- a downright dreary bit of business -- using phones for Internet, entertainment and pretty much anything else has been abysmal. Cell phones are best characterized as crippled, paternalistic devices best suited for people who think straitjackets are comfortable evening wear. They have horrible Web browsers, crummy screens, and obscure-to-the point-of-opacity interfaces. (After all, some of the iPhone's most hyped features, like maps, are on traditional cell phones as well. You just can't find the feature.)

But in addition to hating their phones, people hate their cell phone carriers. Hate, hate, hate, hate. The major cellular providers -- with their ham-handed "support" and fascist control of software that can run on phones directly -- are right up there with the IRS in terms of inspiring your average mobile phone user's disgust and loathing.

To such consumers, Apple's iPhone seems like a cool drink of water. These people want to be liberated either from bad phones or from bad phone companies. They want to choose a device that does all the things they want to do -- calling, being entertained, consuming information -- not all the things their phone company thinks they should do (and then be charged $5 a month per feature for the privilege). They want phones that make it possible to do calls over wi-fi, to the point that cellular companies could potentially become irrelevant.

The massive upwelling of grassroots support for the iPhone shows that a revolution has been building for some time. Now it's here. Cell phone carriers are going to have to respond by cutting the length of contracts and eliminating exclusivity, and most important, by finally being responsive to their market. If not, iPhones (or their successors) will finish them off.

iDay is here. Let the consumer revolution against the mobile phone business begin.

Welcome to iDay, the biggest consumer electronics launch in history


[6:40 am line for Apple Macworld Keynote where the iPhone was announced, January 6 2007;
I don't have any iPhone store line photos yet]

The iDay has arrived. Today, Apple's iPhone goes on sale this evening in the United States at roughly 168 Apple Stores and almost 1,800 AT&T stores. Blackfriars estimates that Apple has approximately a million iPhones manufactured, and that it will likely sell 500,000 of them this first weekend. If Apple should achieve that goal, it will be the largest consumer electronics launch ever in terms of dollar amounts for the first weekend of sales, amassing $275 million in sales just one weekend.

For comparison, I've listed a few other important historical consumer electronics launches:

  • Sony Betamax VCR: $58 million over seven months The original Sony BetaMax sold 15,000 units (according to Wikipedia), each selling for an average of about 230,000 yen in 1975. At the time, there were about 300 yen per dollar, so it was a roughly $900 device, meaning Sony made about $15 million in revenue that first year. Accounting for the fact that a 1975 dollar is worth $3.87 today, that makes the BetaMax launch worth about $58 million year one. Even if Apple should sell only 100,000 iPhones in the first weekend (I'm predicting 5 times that), its launch will equal the entire first year of BetaMax sales.

  • Microsoft Windows 95: $122 million in the first four days Microsoft Windows 95, while not a consumer electronics product and also bolstered by OEM computer maker sales, sold a million copies of that software package at $90 a copy over four days in 1995. That's $90 million over those four days, and a 1995 dollar is worth $1.35 today. That means first four days of the Windows 95 launch was worth $121.5 million.

  • Microsoft XBox 360: $128 million in the first weekend The XBox 360 sold roughly 345,000 units over its first weekend on sale in the US in 2005, at an average selling price of $370. The first weekend of sales generated $128 million in revenue.



I'm going to take pictures at the Burlington AT&T and Apple Stores this afternoon. Meanwhile, for anyone needing proof that today is going to be a circus, they have only to look at the pictures from AppleInsider of the line outside the San Francisco Apple store.






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Thursday, June 28, 2007

Apple's iPhone has boosted other handset makers, not hurt them

Think that the incredible buzz around the Apple iPhone is hurting handset makers like Research in Motion and Nokia? Think again. Check out this chart of the stock prices since the beginning of the year:


[Click on the above image for a larger version]

While Apple's stock price is up 45%, Nokia's is up 34% and Research in Motion's, the maker of the Blackberry email phone, is up 27%. All this while the S&P 500 index is up 6% for the year to date. Only Motorola is down among this giant handset makers, and we'd argue that because of strategic errors from years past still haunting them. Of course, it doesn't help to have Carl Icahn wanting to take over your board and having your best phone designer defect either.

Our view: excitement about the iPhone is reviving the handset manufacturers because it has loosened the near dictatorial power wireless carriers have wielded over handset makers. Nokia, RIM, and Motorola all have good designers and engineers working for them, but carrier pay-by-the-drink business models were stifling their innovation and ability to actually get products to market. The flood of "iPhone-killers" coming can only improve the mobile phone consumer experience, which quite frankly, has ranged only between mediocre to abysmal to date. Imagine what will happen to all these stocks if the consumer experience were actually good.

Full disclosure: the author owns Apple stock at the time of writing.

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iPhone Buzz breaks 10,000 with more than 24 hours to go until launch


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In the last 24 hours, Google News has found 10,100 stories containing the iPhone, the highest value in the last two weeks. I fully expect those numbers to go higher as we go into the weekend.

Business 2.0 has a blog entry claiming that all this buzz has been a windfall for bloggers, generating millions of dollars in new ad revenue for sites writing about the iPhone. Based upon Blackfriars results, we're not seeing that claim in practice -- our Adsense and affiliate income is about what it was back in January before the iPhone launch, despite somewhat higher traffic. Go figure.

Apple has announced that it will be keeping all Apple stores open until midnight on Friday and will provide free iPhone workshops and one-on-one iPhone training starting on Saturday. The release also notes that Apple retail stores in the US will open an hour earlier throughout the summer to accommodate increased traffic due to the iPhone. Somehow, it doesn't sound like Apple expects the iPhone boom to stop after this weekend.

ZDNet's Russell Shaw has a pretty good analysis of why Apple is requiring a few Apple Store employees to sleep over at each store overnight. It's not just for security; it's to accept those armed guard iPhone stock deliveries from FedEx in the middle of the night when the crowds will be lighter or at least asleep. Sounds like good attention to logistics detail to me, lining up nicely with the plans at some malls to bring in portable restrooms for the people waiting in line.





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Wednesday, June 27, 2007

Interesting crowd control plans at Apple stores

Insanely Great Mac has some details on processes for managing iPhone crowds at mall Apple stores. I think it's smart of them to think of bringing in portable restrooms; I remember some retailers having big issues about that during the Playstation 3 launch craziness.

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iPhone buzz index climbs to 8,170 as viewers await this summer's blockbuster


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The iPhone Buzz index hit a new weekday high today, reaching 8,170 stories with the word iPhone in them in the last 24 hours on Google News. That's up more than 500 stories from yesterday. And the stories seem to have turned the tide -- yesterday, the meme was all about how unlikely it was that the iPhone would be a success and what a high bar it would have to clear to be successful But today, the reviews are in, and it's four thumbs-up from the major reviewers (although each has his own gripes too:

  • Walt Mossberg of the Wall Street Journal says that "...despite some flaws and feature omissions, the iPhone is, on balance, a beautiful and breakthrough handheld computer. Its software, especially, sets a new bar for the smart-phone industry, and its clever finger-touch interface, which dispenses with a stylus and most buttons, works well, though it sometimes adds steps to common functions." In his video review, he says that the iPhone "raises the bar for all other smartphones."

  • David Pogue of the New York Times (my personal favorite. How can you not love a reviewer who used to be a Broadway musical rehearsal pianist?) says, "It’s fast, beautiful, menu-free, and dead simple to operate. You can’t get lost, because the solitary physical button below the screen always opens the Home page, arrayed with icons for the iPhone’s 16 functions." In his video review, Pogue says, "The Web functions make the Blackberry look like an amateur."

  • Steven Levy of Newsweek says "...the bottom line is that the iPhone is a significant leap. It’s a superbly engineered, cleverly designed and imaginatively implemented approach to a problem that no one has cracked to date: merging a phone handset, an Internet navigator and a media player in a package where every component shines, and the features are welcoming rather than foreboding.  The iPhone is the rare convergence device where things actually converge."

  • Edward C. Baig of USA Today reports "...the iPhone is a breeze to set up and fun to use, evident from the moment you slide your finger across the screen to unlock it. It's a wonderful widescreen iPod and fabulous picture viewer. Smart sensors change the orientation of the display from portrait to landscape mode, based on how you hold the device and what you are doing at the time. Once you get the hang of its "multitouch" interface — give it a few days — you won't have to schlep a separate iPod and cellphone in your pocket."


Now anyone who has read down to here is starting to think that the press is starting to sound like movie critics raving about the latest box office smash. And you know what? That's exactly the type of phenomenon we are looking at. After all, the iPhone faces its "opening weekend" starting Friday, and we'll get our first assessment of public, not paid critic, reaction then. And just as in movies, my guess is that the public reaction will be even more positive than the critics.

My projection is that Apple will sell nearly 500,000 iPhones this weekend, made possible by its six months of preparation and months of production stockpiling. At an average price of $550, that will make this opening weekend worth about $275 million, far exceeding any movie opening, and in fact putting Apple on track to the largest consumer electronics launch ever as measured by dollars (more on that in a subsequent post). And why not? With reviews like this, the iPhone is already looking like a blockbuster.


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Tuesday, June 26, 2007

iPhone Buzz Index climbs to 7,875



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It's Tuesday of iPhone week, so the iPhone Buzz Index, the measure of how many news stories contained the word "iPhone" in the last 24 hours, is climbing. The big news today is that Apple and AT&T have decided to do all iPhone activations electronically through iTunes, an initiative that is going to rock the US mobile phone world. That's not represented in today's buzz index, since the release came out only about half an hour ago, so I expect to see another bump up in the index tomorrow. We're expecting the number of stories to easily cross 10,000 by Friday when the iPhone actually goes on sale.

Apple and AT&T reshape US mobile phone selling with iTunes activation


[Click on the above for a larger version]

Today's press release confirms that iPhone customers
can activate their phones entirely via iTunes without ever talking to an AT&T store or representative. Blackfriars predicted this previously as the only way that made sense for Apple to serve the huge demand created by the iPhone; we're glad to see the facts out in public view.

This may seem like a little thing, but automated activation is a huge change for the mobile phone industry in the US (Europeans have not had any form of phone activation for years, because their accounts and credit are all tied to the Subscriber Identity Modules, not to the phones). It removes one more bit of friction to the phone purchase and allows the consumer to consider their phone plans in the comfort of their home instead of under the pressured eye of a salesperson. And AT&T, in exchange, gets a much lower cost -- and higher profit -- transaction. It's eCommerce all over again, except with mobile phones. And it's about time; the US has been in the mobile phone dark ages far too long.


As an aside, there's a great video showing exactly how the iTunes activation works on Apple's site (that's where the image above came from). And really astute viewers will get a sneak peak at the new 80 GByte iPhone about 6 minutes in when they show the capacity of the activated iPhone to be 74.40 GBytes. Don't we all wish it were true.

But with automated activation and data plans settled, let the Apple Store lines begin! Oh, wait, they already did....


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Monday, June 25, 2007

Late breaking news: iPhones AND SIMs locked to AT&T

You'll get this story tomorrow from AT&T, but word has it that iPhone subscriber identification cards -- those little chip-like cards that are standard throughout the GSM mobile phone world -- are NOT interchangeable with other carriers. So if you have a T-Mobile GSM account and somehow get an iPhone in your hands, you won't be able to swap in your SIM card and have your iPhone work on T-Mobile. Apple signed an exclusive deal with AT&T -- and they are using every technology in their arsenal to enforce that exclusivity. Sorry.

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The iPhone camp-out line has started outside the 5th Ave. NYC Apple Store

Vicarious Music has photos showing a couple people already in line for Friday's iPhone launch. We've been predicting there would be camp out lines for a while. Anyone got photos of someone camping out outside an AT&T store?


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YouTube video of the Apple iPhone kiosk movie

For those not wanting to wait in line to get into their Apple Store on Friday or Saturday, someone has kindly put giant iPhone kiosk video up on YouTube. It doesn't really have anything you couldn't get from the Web site, but it's a nice way to see how Apple is marketing the device four minutes of animated pictures. Thanks to Macrumors.com for the heads-up.


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iPhone security tight -- and rightfully so

AppleInsider has, in my opinion, the best nugget of the day about iPhone logistics::

Awaiting the [iPhone shipment] freight at each location on Sunday were armored personnel, who were reportedly hired by Apple through its courier's ground handling agent and then cleared by the Transportation Security Administration. Armed guards are extremely unusual for freight coming out of the Asian sector, those familiar with the matter explained, and are typically reserved for shipments containing riches such as gold and diamonds.

Think that's over-reacting? Do the math. Word has it that the largest Apple and AT&T stores may receive stock of up to 10,000 iPhones. At an average selling price of $550, that comes out to a shipment valuation of -- $5.5 million. And given that we expect iPhones to be auctioned on eBay in the range of $800 to $2,000 for customers who don't want to pay their monthly cell dues to AT&T, it could be worth even more to the enterprising truck hijacker.

But the article goes on with another fun tidbit:

Apple management on Sunday began informing its retail personnel that beginning Monday, no cameras of any kind will be allowed in the back stockrooms of its retail outlets. The ban reportedly spans all cell phones -- regardless of whether they contain camera functionality -- and all personally owned Apple notebooks that feature built-in iSight video cameras.

The irony here should be apparent: for those Apple employees who actually fork out their own hard-earned dollars for an iPhone, they'll have to leave those iPhones with someone when they go into the back room to check on stock. They'll then know who their true friends are; they'll be the ones that they can trust with their iPhone while they are working and not have them sell it for a quick kilobuck on eBay.

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iPhone buzz returns to work-week levels at 5,736



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The iPhone buzz index fell back to a more routine 5,736 stories on Google News in the last 24 hours as we enter the home stretch to the iPhone launch. There's no real new news because we just came off the weekend, but opinion pieces continue to split between 1) iPhone is going to completely change the industry (as articled by the Seattle times), and 2) iPhone is going to be a disappointment and here's why (courtesy of Bloomberg). The good news: by this time next week, we should have a pretty good read one way or the other.


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New Blackfriars research: Waiting For The iPhone



I'm pleased to report that our new Analyzing Apple product goes on sale today at The Blackfriars products store (you can read a longer description here). This report contains our new iPhones sales forecast, updates of our earnings forecasts, and new target prices for Apple Stock based upon current and future earnings. To make sure that new customers don't just jump into the middle of our analysis, we're bundling in our April report with this package as well, along with the forecast spreadsheets and Keynote and PowerPoint presentations that come with both reports.

I think every Apple investor (or prospective investor) can use some thoughtful outside opinions backed by hard facts on which to base their investment decisions. This is particularly true as investors face the very volatile swings we can expect from the iPhone launch, which may be the largest consumer electronics product launch in history. Our new report will give you both the facts and the analysis that will help you both make better decisions and sleep better at night. And better still, you'll get presentation slides and spreadsheets containing the data and graphics you can use to convince others of your own personal analysis.

Investors who invested according to our targets in April made more than 30% on their money in two months. So don't delay; order your copy today!

Oh, one more thing. We have added automatic report fulfillment with this report, meaning you should get download instructions for your order within minutes of purchase. However, we continue to have problems with Google blacklisting our Verizon-supplied static IP address and blocking our email responses. If you're ordering from a Gmail.com address, please be patient -- we'll get your instructions to you within 24 hours, but we'll have to do it manually from a different email address. We apologize for the inconvenience.




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Sunday, June 24, 2007

iPhone buzz approaches 10,000 stories in 24 hours



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Who said weekends were slow? Google News found 9,973 iPhone stories in the last 24 hours. That presumably includes the Sunday editions of the newspapers (which tend to publish early), so this may be the peak up until Wednesday or Thursday next week.

The big meme about iPhone now is that this is a make-or-break launch for Apple. That sounds interesting until you think about it. Apple has been growing earnings nearly 90% year over year without the iPhone, and we could reasonably expect comparable growth going forward in its traditional music and computer lines. So 90% growth is the "break scenario." Imagine what it will be like if the iPhone is a success and we see the "make" scenario. Oh my.

Well, actually tomorrow, you won't have to imagine. We'll be releasing our new Analyzing Apple: Waiting For The iPhone report on Monday, so check back at the Blackfriars Store to get our latest Apple financial analysis and forecast. We've raised our projection for upcoming iPhone sales as well as some new revenue sources we see coming in the fall. The result: we're bumping up our target price for Apple stock. Oh, and customers who bought April's Analyzing Apple report should check their emails for a special offer for that report tonight too.





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iPhone buzz approaches 10,000 stories in 24 hours



[Click the above image for a larger version of the graph]



Who said weekends were slow? Google News found 9,919 iPhone stories in the last 24 hours. That presumably includes the Sunday editions of the newspapers (which tend to publish early), so this may be the peak up until Wednesday or Thursday next week.

The big meme about iPhone now is that this is a make-or-break launch for Apple. That sounds interesting until you think about it. Apple has been growing earnings nearly 90% year over year without the iPhone, and we could reasonably expect comparable growth going forward in its traditional music and computer lines. So 90% growth is the "break scenario." Imagine what it will be like if the iPhone is a success and we see the "make" scenario. Oh my.

Well, actually tomorrow, you won't have to imagine. We'll be releasing our new Analyzing Apple: Waiting For The iPhone report on Monday, so check back at the Blackfriars Store to get our latest Apple financial analysis and forecast. We've raised our projection for upcoming iPhone sales as well as some new revenue sources we see coming in the fall. The result: we're bumping up our target price for Apple stock. Oh, and customers who bought April's Analyzing Apple report should check their emails for a special offer for that report tonight too.




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Saturday, June 23, 2007

iPhone buzz index booms to 8,225 going into the weekend



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Today's iPhone buzz has risen to 8,225 over the last 24 hours, I suspect because we're going into the last weekend before availability. Next weekend, I expect the index to be well over 10,000 as reporters show pictures of people standing in lines and actually buying the devices. Further, I intend to be one of those; I'm planning a trip to shoot photos at the local Apple and AT&T stores on Friday myself.

The Chicago Tribune reports that the iPhone is the top choice among people planning to buy a new smart phone in the next three months. The New York Times notes that AT&T is hoping that the iPhone has coattails in terms of subscribers and buyers of AT&T services. And the Washington Post says that the iPhone promises to change the way the wireless industry plays. But my favorite lede was from the San Diego Union Tribune that said that "the Apple iPhone will create a consumer frenzy previously limited to such products as video game consoles and Cabbage Patch dolls."

Fellow analyst Maribel Lopez and I were talking about this yesterday, and we wondered if this might be the biggest launch of a consumer electronics product ever made. If nothing else, the press coverage certainly suggests that now.



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Friday, June 22, 2007

Apple iPhone Guided Tour may be the iPhone's user manual

Apple both emailed and put on its home page a 20-minute video guided tour to the iPhone. It provides more details about iPhone operation than any document or video I've seen before. It demonstrates all the major features such as how to make calls, how to use video voice mail, how to use the Web browser, use the iPod and much more.

It's done so professionally that I don't think it is just a marketing piece. I suspect this very video will actually be pre-loaded on the phone itself, thereby providing a virtual user manual. We'll see next Friday.


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iPhone Buzz falls to 6,213, down 325 stories from Thursday



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The number of news stories covering the iPhone fell slightly today over Thursday, we assume because we're heading into a weekend when the iPhone won't be available. We're starting to graph the iPhone Buzz Index starting today so that people can see the overall trend.

iPhone displays are starting to appear in both Apple and AT&T stores overnight. Particularly interesting are the giant iPhone displays running demos. Since the displays are probably just standard LCDs, I wonder if Apple built those by loading real iPhone software onto a Mac mini and running demo code similar to that used in the actual iPhones. Ah, the advantages of having a common OS between desktops and phones; it makes creating kiosks SO much easier.

Perhaps the most interesting article I saw this morning was one where a Wine Director in a prominent restaurant actually got to play with one of the about 100 iPhones currently in the wild prior to launch. His summary I think captures the essence of the iPhone phenomenon well:

Overall impression of my 5 minute trial... The Apple iPhone is a magical device that for the first time seemlessly blends art, architecture and electronics into a brilliantly designed... I don't know what to call it. Calling it a phone is like defining Natalie Portman as a "Homo Sapien Female Humanoid" There is so much more to it than that.

Of course, this didn't stop the Boston Globe from noting that canceling your AT&T iPhone contract before the end of two years would cost a subscriber $175. The Globe claims that such fees are typically to reimburse the carrier for the cost of a subsidized handset and that therefore the unsubsidized iPhone shouldn't be subject to them. My understanding has always been otherwise. The real purpose of contract cancellation fees is to compensate the carrier for the discount they provide the subscriber for committing to two years worth of guaranteed revenue. If you take away the guaranteed revenue, they want their discount back. But on a slow news day, anything about the iPhone makes a publishable story, a fact I am sure Apple is quite happy about.








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Thursday, June 21, 2007

iPhone Buzz Index rises 439 to 6,538



Today, there are 6,538 articles from the last 24 hours on Google News. That's about 300 more than yesterday and about 650 more than when we started tracking on Wednesday. Clearly, we haven't peaked yet.

One of the items that generated news yesterday was the fact that iPhone buyers will be able to view YouTube videos on their iPhones. And Apple has already updated the iPhone photos on its Web site to include a YouTube icon on the front screen as you can see above.

Meanwhile, Gartner, IDC, and the Wall Street Journal are busy claiming that businesses should shun the iPhone, assuming that it can't sync with Microsoft Exchange (not true) and that it will be a security threat to their networks (also not true, especially if they are already running Microsoft Exchange). Common guys, get a clue. The real drivers behind these stories are not business leaders (who are undoubtedly trying to figure out ways to get one for themselves), but IT shops who, as Dilbert puts it, are the preventers of technology. Businesses will reject the iPhone just the same way that they rejected the PC originally -- yelling and screaming while executives bring them to work anyway.

Among those articles, though, is a particularly amusing one from the Onion that gives a new set of specifications for the iPhone. I'm particularly excited that every iPhone will come with an iPhone hat, so that others will know you own one during those brief periods when you aren't using it. Now that's marketing.



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Shuttle-gazing on a midsummer night's eve



This has nothing to do with marketing or Apple. Instead, it's about seeing amazing things in your own back yard.

Few of us, other than Mark Shuttleworth, Richard Branson, or Bill Gates, have $20 million in disposable cash to visit the International Space Station (ISS). But you can see the ISS for free -- in fact, it probably is in your own back yard.

That's what my family and I have been doing this week. When we heard the Space Shuttle Atlantis was docking with the International Space Station, I visited heavens-above.com and looked up when the two vehicles would pass over our home in Stow, MA. And unlike some of the other missions lately, this one actually had nice high passes to see. So we caught our first glimpse of the two vehicles docked just after 10 pm on Sunday night. They appeared as a very bright, fast-moving planet rising to about 30 degrees above the horizon; they traversed our entire sky in less than five minutes. That sight combined with the newly appearing constellations of fireflies in our yard created a magical experience.

Of course, anyone who has been following this mission knows that Atlantis undocked from the Space Shuttle yesterday, so we went out last night to see what we could see during its last scheduled night in space. This pass was even better than the one on Sunday; it was scheduled to rise to 89 degrees. That's one degree away from directly overhead.

This time, a very bright speck appeared on the horizon, followed by a slightly dimmer one trailing it by about 5 degrees or so. They grew brighter and brighter until, when they were directly over our heads, they outshone nearby planets Venus and Jupiter and rivaled the brightness of the half moon. The brighter of the two vehicles was the space shuttle; it is usually the brightest object in the sky when visible, because it typically flies with its white side facing the sun for heat management purposes. The ISS was less bright, but had more colors in its image, largely due to the reflections off its solar panels. As they passed by our location, I told my family, "You're looking at two space vehicles, each traveling at nearly 18,000 miles an hour, and they both have people living on them." And after five minutes or so, they winked out as they passed into the earth's shadow.

There are many other space craft and satellites you can see on a summer evening (you can even see flashes from GPS satellite solar panels during the day, if you are sharp-eyed). And there are still two more space shuttle flights scheduled for this year . The next time you have a lovely cloudless summer's evening, turn off your TV, go to heavens-above.com for a schedule, and then go outside and look up. You may be amazed by the things you see.

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Wednesday, June 20, 2007

Engadget goes hands-on with YouTube on Apple TV

The folks over at Engadget have downloaded the Apple TV update and have words and pictures on what YouTube on an Apple TV really looks like. A surprise bonus in the update: there's now an iTunes Store menu in the settings pane. Today, it's to set your country of origin to tailor music and video previews, but you can bet you're going to be able to set your iTunes account name and password for purchases in the not so distant future.

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Apple's less is more iPhone marketing

Reuters has a very good article talking about h how much value Apple has gotten from its rather minimalist iPhone ads, which are essentially just quick iPhone demos set to music. The bottom line: letting the device speak for itself is doing more than any hard sell ad campaign would.

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Today's iPhone Buzz Index: 6,099, up 209

According to Google News, there are 6,099 news articles mentioning the iPhone today. That's up 209 from Tuesday when we started tracking the number.

For anyone trying to reproduce our results, it's important that when you search Google News, you click the menu heading that says, "Last day" on the left hand side. The default, at least on my account, is to give you all the articles in the last month, which is pushing 9,000. Also, I try to measure the number at the same time each day, which I've arbitrarily chosen to be 9:45 am EDT.

Interestingly, if you do a Google News search for iPhone on blogs over the past day, you get 5,813, which is pretty close to the main stream news number. I would have thought that the blog number would be much higher.

The most interesting articles I read about the iPhone yesterday were this one from USA Today that noted that iPhone mania was nearing a fever pitch, with people planning to camp out at Cingular and Apple stores to get them next week. That contrasted significantly with the Boston Globe article this morning that opined that price and network speed would limit iPhone sales. Yet as they say in marketing, there is no bad publicity, and the iPhone is certainly gaining its share.

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Tuesday, June 19, 2007

Tracking the iPhone buzz index

I'm a regular reader of The Boston Globe, The New York Times, and The Wall Street Journal, and both the Globe and the Journal had iPhone articles today. And that got me to thinking -- just how many iPhone stories are journalists writing with the launch just ten days away? So to quantitatively measure that, I will publish and track what I am calling The iPhone Buzz Index over the next few weeks. It's definition is simple:

The iPhone Buzz Index is equal to the number of stories over the last day reported by Google News with the word "iPhone" in them.

In January, when the iPhone was announced, the iPhone Buzz index was 2,152. Today, that number is 5,890. I'll try to check and publish the index daily for the next month. Just as a calibration point, a similar search for "Windows", for example, yields 38,182. That says to me that we are nowhere near the peak. Stay tuned; I expect the iPhone index to hit new highs in the next 10 days, with the peak probably being somewhere between June 30 and July 3.





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The day Sony's music died

Well, another music store bites the dust. According to Paidcontent.org, Sony is shutting down its Connect music service. I think they ought to put up a few songs for free to compensate all those people who are now going to have Sony copy-protected music that they won't be able to move to and play on other platforms. Perhaps they could do some original songs, like this one to the tune of Don McLean's "American Pie":

Bye-bye, digital downloads, good-bye,
We thought the iPod was a real fraud,
But it's what consumers did buy.
Our rootkit CDs cost us millions of dollars to try,
Yet, it's time to let the music biz die.
It's time to let the music biz die.

Don't worry; I'm keeping my day job.



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Think Apple stock is expensive? History says otherwise.


[Chart courtesy of GigaOM.com; click on it for a larger version]

Om Malik over at GigaOM.com has a fascinating analysis of Apple stock performance over the past five years. Despite the fact that Apple stock is hitting all-time highs lately, it's price-to-earnings (P/E) ratio over the years has actually been going down steadily over that time. Historically, its trailing P/E is 38, while its forward P/E is 30. Compare that with the beginning of 2003 when Apple's P/E was a whopping 300, and suddenly $125 a share doesn't look so bad. And in fact, if I divide $125 by the last 12 months of earnings, I get a value of ... 38.4. What if I compare with my projections for the coming 12 months of earnings? I get a P/E of 30.4.

The interesting data point here is that these are historical averages. They were created during a time when Apple was challenging conventional wisdom by selling legal digital music [commentary at the time was that no one could compete against free Napster], selling iPod music players [analysts repeatedly claimed that Microsoft's DRM licensing business model and market power would surely crush it], and shifting its computers to Intel processors [which commenters said would make Apple computers commodities and therefore substantially reduce its margins]. In short, investing in Apple stock was perceived as "risky" and "doomed". And only in the last six months has the news business and the market realized that Apple might, just might, have a shot at reinventing yet another business outside computers and music: the cellphone business.

The bottom line: Based upon its price to earnings ratio, Apple stock currently trades around its historical averages. Given how much the company has grown and developed over the past five years, those historical averages don't properly represent its growth potential and value. The big question is, what should the new P/E benchmark be? Vote below, and I'll pass on the final results.




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Monday, June 18, 2007

"Apple Inside" navigation doesn't make sense for Mercedes or Apple



Foursprung claims that Apple is building a car navigation system for Mercedes-Benz set to debut in early 2009, with more general availability about six months later. While it sounds cool, I suspect that it's actually more speculation than fact. Yes, Apple has been working on integrating Google mapping services into its products. Yes, Apple has been working with the car companies on integrating iPod and presumably iPhone functions into cars. Yes, Apple is probably working on GPS functions for the iPhone to help it comply with US 911-emergency locating requirements. But Apple actually doing an in-dash GPS navigation system as an exclusive for Mercedes just sounds wrong because:

  1. Mercedes has unique interfaces. While most of the auto industry has standardized on DIN sizes and connections for car accessories, Mercedes doesn't do that, preferring to link everything on a fiber-optic network. As a result, interfacing an Apple GPS to a Mercedes really won't help it penetrate any other manufacturers since it will have to change the electrical interfaces completely to make it work with other auto makers.

  2. Mercedes engineers a completely integrated experience All of the Mercedes electronics talk to one another to ensure the driver gets the best experience. So directions from the GPS don't just come out on the in-dash console, they also appear below or as part of the speedometer display and, when voice directions are used, lower the volume on the radio or CD player while it is speaking. Similarly, the Tele-aid safety system needs to be able to pull the car location from the navigation system for safety and concierge services. This level of integration would require Apple's GPS unit to be aware of other Mercedes-installed electronics in the car -- and again wouldn't be compatible with other makers vehicles.


So what's our take? I believe that Apple may be working with Mercedes for an iPhone integration port, similar to the iPod integration ports that it has negotiated with other car manufacturers. And given the time frame specified, this would likely be for an iPhone version 2 or 3, which would have GPS capabilities. But given both Apple's and Mercedes' insistence on creating unique branded experiences, I expect both companies to retain their independence, and to resist any temptation to build "Apple inside" your Mercedes dashboard.

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Friday, June 15, 2007

Why private equity wants public money -- and why that bodes ill for the economy

This Wednesday's Wall Street Journal profiles Stephen Schwarzman, the chief executive of Blackstone Group, a private equity firm. Blackstone is about to sell about 10% of its shares to the public, generating a huge windfall for Schwarzman -- and new public scrutiny of the private equity companies. From the article:

[Blackstone's] deals have accounted for more than a third of all merger activity this year. Blackstone has been especially active, sealing deals for big companies on both sides of the Atlantic. It manages $88 billion in assets, which makes it the world's largest private-equity firm. Last year, its fees, profits on deals, and other income totaled $2.3 billion, according to documents filed with the SEC.

For years, buyout firms have operated beyond the scrutiny of the public markets. But Blackstone's upcoming IPO and a public offering last year by KKR of an investment vehicle in Europe signal that the industry is expanding beyond its core constituency of institutional investors and reaching for more permanent sources of capital.

When private equity firms and hedge funds look into tapping public markets, that's a good indicator you should hold onto your wallet. Why? Well, think of it this way: when private equity lions lie down with the public market lamb, it's usually because the lamb is about to become dinner.

I had lunch with a friend of mine who recently been through a private equity deal. She said that one of the interesting bits was the relationships among the private equity companies themselves. While private equity firms were happy to buy public companies, reshape them, and then sell them again to the public, they were very reluctant to buy companies from other private equity firms. The mindset was pretty specific: private equity money is smart money, so buying from other smart money doesn't make any sense. Private equity wants to buy and sell companies to public markets, because it considers public investors "dumb".

I feel that there actually is a little truth to this point of view. Wall Street as a whole tends to run on a consensus (some would say a herd) view. Private equity companies, as illustrated by today's Wall Street Journal article, tend to be driven more by the visions and ambitions of a few individuals. The result: private equity is able to attack opportunities quickly and aggressively, without having to build consensus. That allows them to move ahead of the crowd, and if the opportunity eventually attracts the herd, then they have a large volume of buyers to sell to. Of course, if the crowd doesn't come, they're stuck with having to dispose of the their mistake too. That's why people like Mr. Schwarzman are paid the big bucks; they're not supposed to make too many mistakes.

But as we say in the engineering world, that's the steady state condition. The place where these systems break down is when they hit what are called "boundary" conditions, places where the old rules stop working. It happened once before with a company called Long Term Capital Management; it had Nobel prize winners like Fischer Black providing "can't lose" models for arbitrage. Worked great up until it had so much capital to invest, that it took huge positions -- as much as $1.25 trillion worth -- in international interest rate derivatives. Then the Russion government defaulted on its government bonds, and the efficient markets those models depended on broke down. [For a great read about the decline and fall of Long Term Capital Management, read When Genius Failed: The Rise and Fall of Long-Term Capital Management, available from Amazon. If you want the short version, the Wikipedia summary isn't bad, but it lacks the color and drama of the book.]. The Federal Reserve Bank had to bail out the company, for fear that if it liquidated its positions, it would cause a complete melt-down of the US (and possibly global) financial markets.

We could see a similar crisis developing in the current flight to private equity. According to the Wall Street Journal, more than $170 billion of stock has been pulled out of the S&P 500 index this year due to private-equity-financed acquisitions and leveraged buyouts. A sidebar to the Blackstone article referenced above notes that just the private equity deals in 2006 accounted for $700 billion in value. And in another WSJ article, it notes that the almost $1 trillion in hedge fund investments in 2006 is being used to manage $2.5 trillion in what the WSJ amusingly calls "bets" using derivatives. That $2.5 trillion is roughly 17% of the $15 trillion valuation of the US stock market according to the Wilshire 5000 index. The bottom line: we're back in Long Term Capital Management territory and waiting for an event.

So what does all this doom and gloom about capital markets have to do with the usual things I write about?

Just this: all this private equity activity is one of the drivers of the current stock market boom. The only reasons that private equity isn't buying up more of today's companies are that 1) there aren't enough companies to buy, and 2) there aren't enough good operators (read CEOs and other senior managers) to run them even if they could be bought. In short, what we face is a shortage of good business ideas and execution for private equity to buy out, not a shortage of money.

This is the reason I get excited about companies like Apple, that seem to create new ideas and markets from creative people; there are so few companies generating truly new ideas that when you see original ideas well executed, it's a real revelation. It's the reason companies like Twitter -- which has no significant revenue and no apparent business plan -- get funded; there are so few places for capital to get invested that nearly any half-way interesting idea can find money. And it's the reason that the stock market keeps rising despite most news and earnings data; as public businesses and stocks becomes scarcer, they becomes more valuable to people who have money to invest.

But the looming question is, now that private equity firms are turning to public markets for their own financing, does that mean they want out? And if private equity starts selling instead of buying, what happens to the public markets and the average investor?

Remember at the beginning of this article, I talked about how private equity firms really are there to buy and sell businesses from the public market. The assumption is that every property they buy, they'll be able to sell for more later. And private equity isn't going to sell those properties to other private companies -- they want to sell them to you and me, the "dumb" money that relies on and expects public disclosure and fair markets.

This process of buying to become private and selling back to the public works great when private equity is a small part of the economy and the public markets are a large part. But when private equity starts to manage positions that represent a significant percentage of the entire US public stock market, that process will become a lot less efficient simply because the public markets won't be able to absorb the private inventory. Said another way, when private equity owns most of the valuable properties, how can the public markets afford to buy them out at a profit, especially with principal players taking billions off the top in management fees?

The answer is that they can't, at least not all of them. And that's why Stephen Schwarzman wants to take Blackstone public now. He sees the herd mentality coming to private equity -- and when the herd arrives, it's time for the smart money to get out. He'll take his three quarters of a billion dollars now as insurance against that day when LBO'ed companies are as devalued as subprime mortgages are today. He'll cash out with hundreds of millions of dollars, but most investors and employees of the companies disposed of at fire sale prices will be asked to make sacrifices to turn their companies around.

Companies like Long Term Capital Management, WorldCom, Enron, and others have taught investors what types of businesses we get from cheap capital, easy leverage, and little oversight. Yet today's private capital trend is repeating the lesson for those who didn't learn from the machinations of Ivan Boesky and Michael Milliken in the 1980s. And it's becoming increasingly evident that it's going to be the public investor who's going to pay the tuition for those lessons.

UPDATE: A few similar articles to this one have started appearing in other publications. Richard Cooke penned an article yesterday titled It’s Official: The Crash of the U.S. Economy has begun. In that article, he cites a cautionary screed by Steven Perlstein in the Washington Post titled, The End of the Takeover Boom, and another by Robert J. Samuelson titled The End Of Cheap Credit?:

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MusicStation's flat-rate mobile music service: a tax on people who are bad at math

Omniphone appears to have decided to make some hay with the upcoming iPhone hysteria by promoting its own European music subscription service for cell phones. Now to date, music subscription services have gone precisely nowhere on PCs and mobile devices, but Omniphone seems to feel that it's just because people insist on doing math when they could be listening to music they don't care about instead. Check out this section from the press release:

Mobile phone makers are pre-loading phones with MusicStation software; it's estimated 100 million pre-loaded phones (pictured) will ship over the next year, compared to Apple's stated goal of 10 million. Many of the phones will be mid-price-range, in contrast to iPhone's $499 price tag. Users will be charged a flat fee of €2.99/week for unlimited access to MusicStation's one-million-plus collection of songs. Singles on sites like iTunes are typically sold for about €1.50, and the industry estimates the average user buys six singles a year. According to the company's press release, the first MusicStation handsets arrived in Swedish stores today.

A couple of little details seem to undermine press release's credibility:

  1. iTunes tracks cost €0.99, not €1.50. Go to, say, the French iTunes store, click on a track and check it out for yourself. If you want DRM-free tracks, they'll cost you €1.29, but if it's a subscription system, you are not getting DRM-free tracks; DRM is required to allow the vendor to revoke your rights to the music when you discontinue service.

  2. The €143.40/year fee is a whole lot more than the €5.93/year consumers pay to buy tracks. MusicStation's own data says that consumers buy six singles a year, yet MusicStation's €2.99/week amounts to a yearly fee of €143.40, or 26 times the average annual cost to buy the music. Economically, the MusicStation value proposition doesn't make sense, especially since consumers would no longer have access to their music if they stopped paying. And MusicStation is notably silent on the fact that most consumers already own a lot of digital music, which subscribers end up paying to play on their phone.


MusicStation's subscription value proposition is one that consumers have rejected time and time again. iTunes is about the break the 3 billion song mark, and that pretty conclusively says that consumers like to own, not rent music. And for those that want someone else to program their music, there's always a competing free service: FM radio. It will be interesting to see how MusicStation does, but my bet is that it's about to join URGE, Yahoo Music, Real, and the Zune marketplace in proving that consumers want easy and simply ways to enjoy music that they mostly have already paid for, not music that they rent.

Full disclosure: the author owns Apple stock at the time of writing.

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The WWDC curse on Apple stock repeats for 2007



We commented a couple weeks ago that despite Piper Jaffray data showing that generally holding Apple stock through announcements and Steve Jobs keynotes averages out to be a good investment, our own analysis shows that Apple stock held across the World Wide Developer's Conference typically loses money, averaging an 8% loss over 2005 and 2006. Well, 2007 is just reinforcing the trend. As of the opening today, Apple stock has lost 4.3% in value since last Friday, despite the fact that the iPhone launch later this month is likely to be a huge event.

Blackfriars will update our Apple forecast with a June Analyzing Apple report next week. But despite what we see as a lot of positive developments in Apple's future, we don't yet see earnings support for price forecasts of $180 or $200 unless you're betting on 2009 or 2010 earnings. And we forecast in April that we expect there to be some backlash to iPhone hysteria causing some bad days for Apple stock in July and August, with critiques ranging from "Apple didn't make enough iPhones to meet demand" to "Lack of third-party apps have doomed the platform." While we believe the first and doubt the second, at the end of the day, we believe mostly that the price of the stock will reflect to its future revenues and earnings. Traders may wish to play what we see as some pretty wild swings over the next few months, but for me, I'd just buy and the dips, and hold on to the stock.

Full disclosure: The author owns Apple stock at the time of writing.



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Thursday, June 14, 2007

iTunes account required for iPhone activation and software updates, not world domination



A variety of authors seem to see a nefarious scheme behind Apple requiring an iTunes account to buy an iPhone. Sadly, this conspiracy theory that Apple requires an iTunes account so it can sell you millions of copies of Finding Nemo and thereby conquer the world is somewhat overwrought. The truth of the matter (or at least my theory of the truth -- I only have soft data validating this) is that the iTunes account is actually required only for two functions:
  1. iPhone activation. Apple faced a choice of either requiring an iTunes account to activate the phone and thereby contractually commit you to the hardware and calling plan, or sending you to a Cingular, pardon at&t store to do the same thing. Trust me -- the iTunes account is going to do way less upselling than the at&t sales people. By the way, unless I've missed something, I think this will mark the first time any US carrier has allowed online activation of their phones and phone plans. Once people get over the shock of requiring an iTunes account, this technique might actually set a new convenience standard for getting a mobile phone actually on the air.
  2. Software updates. In case anyone hasn't noticed, Apple has promised ongoing software upgrades for the iPhone version 1 for at least two years (at least that's the period over which it is amortizing the hardware sale, so it makes some sense). It needs a way to deliver those updates in a timely and secure way; the last thing you want is for such an update to fail and turn your iPhone into an iBrick. iTunes performs this function for iPods today, so Apple chose to rely on a proven mechanism rather than inventing a new one. Sounds like a smart business and customer experience decision to me, not a conspiracy.
But wait! There's more! Hyawatha Bray has an article in today's Boston Globle comparing five iPhone competitors. Despite the repeated wails of journalists claiming that the iPhone's high price has doomed it to failure, three out of five of the competitors cost more, not less than the iPhone. And for those prices, you get the phone and the hours of joy on hold with your carrier customer service to activate and update it (if your phone handset provider ever bothers to issue updates, which most don't), too!

Hmmm. Let me think about this. Buying an iPhone gets me a great piece of hardware, online activation, no sales people, no time on hold waiting to repeat my account and social security number ten times, and a lower price than the competition. Maybe Apple actually priced the iPhone too low.

Full disclosure: The author owns Apple stock at the time of writing.

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Wednesday, June 13, 2007

Some overlooked Leopard user interface details

My son Robert was watching the Steve Jobs WWDC keynote last night, and he pointed out to me a couple user interface elements I hadn't noticed when I saw the keynote.

The first point was that Leopard eliminates the desktop hard disk icons that have been part of Mac OS X to date. You can see that in the desktop shot below:



To my eye, this actually makes some sense. After all, when was the last time you used that hard disk icon? This may be a little more clumsy when you're looking at CD-ROMs though; we'll have to see.

Robert's second point was that the "Shared Computers" view in the Finder appears to know a lot about the computers being shared. Specifically, it appears to know both the color and shape of the computers connected as shown below:



So if you have a iMac, it shows up as an iMac icon. If you have a black MacBook, it shows up as a black MacBook in shared computers, just as black iPods are similarly shown in iTunes.

Neither is any particularly big deal, but they certainly show that Apple is continuing to rethink the desktop user experience and make it both simpler and smarter. And showing the actual picture of the shared computers is just another one of those marketing details that's nearly impossible to do in the PC world.



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Tuesday, June 12, 2007

Apple confirms iTunes account needed to set up iPhone

Apple just sent around an email to those expressing interest in the iPhone. The last paragraph provides a pretty good clue that the rumors of iPhone activation via iTunes is true:

iTunes Account

To set up your iPhone, you'll need an account with Apple's iTunes Store. If you already have an iTunes account, make sure you know your account name and password. If you don't have an account, you should set one up now to save time later. To set up an account, launch iTunes, select the iTunes Store, and click the Sign In button in the upper right corner of iTunes. Sign in and you're ready to go.


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Safari for Windows: free software that could generate billions for Apple



This morning the blogosphere is abuzz with people running the Safari 3.0 beta for Windows that Steve Jobs announced yesterday and finding various security exploits in it. Larholm.com claims he found a zero-day exploit, a security vulnerability that the vendor doesn't have a patch for, in two hours.. David Maynor over at Errata Security claims he's found six bugs in an afternoon. I'm sure we'll be seeing more reports as the days go on, and I have only one reaction:

Way cool. What you are doing -- do more of that. Safari needs to get better, because it's going to drive a lot of new Apple users in 2008.

Apple's strategy here is pretty clear. While many don't realize it, Apple already has a more than $1 billion a year software business. While many of those software packages are Mac-only, there are a couple of them that aren't: iTunes and Quicktime. Deployments of those two software packages exceed 300 million seats today and continue to grow. That makes Apple already one of the larger Windows software developers. And the more iTunes and Quicktime installs Apple gets, regardless of platform, the more revenue it makes at the iTunes store and via its Quicktime movie trailers. It further introduces Apple to a lot of users that normally would never consider an Apple product.

But why a browser now? Because it's a free software product that has a lucrative secondary revenue stream.

John Gruber over at Daring Fireball notes that Apple actually recognizes revenue from Google for every integrated search that comes from Safari. At the moment, that's about $25 million a year -- from the Mac-only version of Safari. But if Apple can reach a similar number of users that it has via iTunes, that number could increase by a factor of 5 to 10. And no matter how you slice it, a quarter billion dollars of search ad revenue is nothing to sneeze at, particularly from a free product.

Wait, there's more.

Browsers aren't just stand-alone applications that have a connection to one search engine. They drag along a lot of other bits of user experience, like home pages, media players, Web and font rendering engines, and even bits of networking code. So if Safari gets a foothold on Windows, we can expect more demand for iTunes and Quicktime downloads too. We might also see new Windows applications from Apple such as its Keychain for safeguarding user passwords and information and iChat messaging for Windows. So more use of Safari means more demand for other Apple software.

But the real driver here is a single browser platform across iPhones and the Web.

In just a couple short years, assuming Apple achieves its internal goals for iPhone sales, there will actually be more iPhones on the planet than Apple computers. Developers don't want to have to test their standards-compliant Web applications against an Safari for Macs and Safari for iPhones and Safari for Windows. They want to know that if they test against Safari -- any Safari -- that their Web application will work just fine, no matter what platform they run it on. Just like Apple today provides "Create once, listen or view anywhere" audio and video media for iTunes, Apple wants the same experience for the Web using Safari.

This experience is something Microsoft can't do, since it has trivial penetration of cell phone browsers (there are more Nokia browsers out there on phones than Microsoft ones by a factor of 10 or more), and has lost interest in supporting Internet Explorer on anything except Windows. And Firefox doesn't run on phones. Only Apple has the kind of software development reach that can cover all the platform bases. And don't be surprised if Apple reaches out to Red Hat or Canonical to see if they'd like to bundle Safari into their Linux distributions. The ability to develop for one standards-compliant browser is compelling, especially when we look at the ability to develop desktop widgets from browser pages. And as Jobs noted yesterday, Web pages are currently the only way developers can get applications onto the iPhone, so making that process easy is in Apple's best interest, even if those developers are on Windows machines.



Safari for Windows is just a beta now. It clearly needs refinement and will undoubtedly have to have some security issues resolved it's as secure as Firefox or Safari on Macintoshes. But it's another marketing tool in Apple's software offerings to draw Windows users and developers into the Apple environment. And even small success there can boost both the content and sales of Apple's software and the iPhone -- and that's worth one to two billion dollars every quarter from 2008 on. That's one heck of a lot of money and revenue for Apple from a free product.

Full disclosure: the author owns Apple shares at the time of writing.



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