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????本周一，德意志銀行（Deutsche Bank）的克里斯?維特莫爾在致客戶的報告中稱，“我們預計，用戶稍加盤算就會選擇iPhone。” ????維特莫爾補充道，有些用戶甚至想也不用想就會選擇iPhone。 ????維特莫爾分析對比了新鮮出爐的iPhone 4S和其主要競爭對手的價格、功能以及總體購置成本。 ????iPhone 4S的兩年合約價為199美元（解鎖版售價為649美元），與運行谷歌（Google）Android系統的3G手機價格相當。與三星蓋世（Samsung Galaxy）S11（229美元合約價）、Droid Bionic（299美元）以及宏達電霹靂（HTC Thunderbolt，249美元）等4G手機的平均售價相比，iPhone 4S要便宜大約60美元。 ????按照24個月分期償還計算，購買一部16GB iPhone 4S的總體購置成本約為每月93美元（450分鐘通話、無限短信以及2GB流量套餐）。這和其它智能手機差不多。 ????而且，由于蘋果（Apple）能從運營商處獲得更高的補貼（iPhone 4和4S為大約450美元），維特莫爾估計，按照上圖所示，相比其它競爭對手，蘋果能從每部手機中獲取更多的利潤。 ????據估計，根據容量不同，iPhone 4S的材料成為約為170到220美元。如此看來，iPhone 4S的制造利潤高達71-73%。 ????維特莫爾最后總結道：“這將支撐蘋果在未來幾個季度繼續獲得超高利潤。” ????以下是德意志銀行制作的圖表，對比了在兩年合約情況下，多款手機的購置成本和每月總體開銷。 |
????"We expect customers who do the math to opt for the iPhone," writes Deutsche Bank's Chris Whitmore in a note to clients Monday. ????Moreover, he adds, so will customers who don't do the math. ????Whitmore's analysis involves comparing the price, features and total cost of ownership of the refreshed iPhone 4S with its leading competitors. ????At $199 with a two-year contract (and $649 unlocked), the iPhone 4S is roughly the same price as the 3G handsets that run Google's (GOOG) Android OS, and an average of about $60 less than 4G-based phones such as the Samsung Galaxy S 11 ($229 with contract), Droid Bionic ($299) and HTC Thunderbolt ($249). ????And total cost of ownership for a 16 GB iPhone 4S, amortized across 24 months, is about $93 per month (450 min, unlimited text and 2GB data plan), roughly comparable to the other smartphones. ????Moreover, because Apple (AAPL) is able to command higher subsidies from its carrier partners (about $450 for the iPhone 4 and 4S) Whitmore estimates that the company is making more money per sale than any of its competitors, as indicated by the chart above. ????With an estimated bill of materials between $170 to $220, depending on capacity, the manufacturing margins on the iPhone 4S are roughly 71-73%. ????That, Whitmore concludes, "should support attractive corporate margins for AAPL for multiple quarters." ????Below: Deutsche Bank's chart comparing purchase costs and monthly total cost over the course of a two year contract. |
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