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专栏 - 苹果2_0

凯斯琳•休伯蒂拜访苹果公司

Philip Elmer-DeWitt 2011年05月09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。
结束与三位高管的会谈后,休伯蒂对540美元的目标股价“更有信心”了。

 
休伯蒂,图片来源:彭博

    摩根士丹利(Morgan Stanley)首席苹果分析师凯斯琳•休伯蒂近日拜访了史蒂夫•乔布斯的三位左膀右臂:首席财务官彼得•奥本海默,打造苹果商店的前Target高管罗恩•约翰逊,以及负责互联网服务的高级副总裁艾迪•库伊。

    显然,会面并未披露公司机密。苹果公司(Apple)的三位高管并未确认下一代iPhone的上市时间已推迟至9月份。看来他们只是泛泛地谈到了提高iPhone普及率(目前为90个国家/地区和185家运营商),建设更多更大的苹果直营店(每年50家以内)以及遵循更受软件(而非硬件)驱动的产品周期(6月份可能对iOS功能进行重大调整?)。

    不过,休伯蒂离开时对苹果公司的信心仍达到了空前的高度,上周四她在发给客户的报告中坦言对乐观情境的“信心上升”,即未来两年iPhone销量每年增长55%,iPad销量增长74%,Macs销量增长17%,股价将从上周三收盘价349.57美元上涨54%至540美元。

    她的基础情境目标价为428美元/股 (3月份以来已上调18美元),假定2011年苹果销售7,200万部iPhone,3000万台iPad,而Mac销售增幅是个人电脑市场的三倍。她的悲观情境目标价为270美元/股,假定销量仅及华尔街预期(即6,500万部iPhone,2,500万台iPad)以及市场仍困扰于史蒂夫•乔布斯的长期病假。

    但她并不相信这一点:“我们认为苹果股价反映了未来营收增长将显著放缓的预期,但从几项长期增长动力来看,营收增长显著放缓缺乏依据。”

    在休伯蒂看来,长期增长动力包括:

    1. 2012年LTE iPhone升级周期和定价较低的3G版iPhone

    2. 平板电脑市场扩大,中长期而言苹果保持市场主导地位

    3. 拓展在中国的分销

    4. 2012-13年苹果可能进入智能电视市场

    休伯蒂的三大情境:

    Katheryn ("Katy") Huberty, Morgan Stanley's chief Apple analyst, met recently with three of Steve Jobs' top lieutenants: Peter Oppenheimer, the money man; Ron Johnson, the former Target exec who built the Apple Stores; and Eddy Cue, the senior vice president in charge of Internet services.

    Apparently no company secrets were revealed. The Apple execs would not confirm that the next iPhone launch has been pushed back to September, and they seem to have talked in only the broadest terms about expanding iPhone penetration (from 90 countries and 185 carriers today), building more and larger stores (up to 50 per year) and following a product cycle that's driven more by software than hardware (major iOS feature update in June?).

    Still, Huberty came away more bullish on Apple (AAPL) than ever, judging from the note to clients she issued Thursday, with "increasing confidence" in a bull case scenario in which iPhone sales grow 55% per year over the next two years, iPad sales grow 74%, Macs grow 17% and the stock hits $540, up 54% from Wednesday's close of $349.57.

    Her base-case target, $428 per share (up $18 from March), assumes that Apple sells 72 million iPhones in 2011 and 30 million iPads, with Mac unit sales growing three times as fast as the PC market. She's also got a $270/share "bear case," in which unit sales barely meet Wall Street's expectations (65 million iPhones, 25 million iPads) and traders remain obsessed with Steve Jobs' medical leave.

    But she's not buying it: "We believe AAPL shares discount a significant deceleration in top-line growth that is unjustified in light of several long-term growth drivers."

    These include, according to Huberty:

    1. LTE iPhone upgrade cycle and lower priced 3G iPhone in 2012

    2. Larger tablet market and continued Apple market dominance longer-term

    3. Expanding distribution in China

    4. Potential for Apple to enter the Smart TV market in 2012-13.

    Huberty's three cases:

图片来源:摩根士丹利 

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