Joseph23
2021-06-21
Sorry, most of us don’t agree with your views.
Apple: Winter Is Coming<blockquote>苹果：冬天来了</blockquote>
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Delta Airlines, for example, is putting iPhone 12 and 5G connectivity into the hands of flight attendants so they can provide the best passenger","content":"<p><b>Summary</b></p><p><blockquote><b>总结</b></blockquote></p><p> <ul> <li>Apple's stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period.</li> <li>I initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share).</li> <li>From the technical analysis point of view, the stock price is following its ascending triangle pattern and it is heading to the price target of $137/share.</li> </ul> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a4dc5052119e6bbc5b693cf7385d8738\" tg-width=\"768\" tg-height=\"512\" referrerpolicy=\"no-referrer\"><span>Michael M. Santiago/Getty Images NewsCompany Overview</span></p><p><blockquote><ul><li>苹果股价在过去五年中上涨了 449%，超过了标普500同期 102% 的涨幅。</li><li>我以中性评级和公允价值为111.42美元/股（当前价格为131.7美元/股）启动苹果。</li><li>从技术分析的角度来看，股价正在遵循上升的三角形模式，并正朝着137美元/股的目标价迈进。</li></ul><p class=\"t-img-caption\"><span>Michael M. Santiago/Getty Images News 公司概述</span></p></blockquote></p><p> Apple Inc (AAPL) stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period. An outstanding return supported by underlying fundamentals. In particular, I would like to start the analysis with the latter.</p><p><blockquote>苹果公司 (AAPL) 的股价在过去五年中上涨了 449%，超过了标普500同期 102% 的涨幅。由基本面支撑的出色回报。特别是，我想从后者开始分析。</blockquote></p><p> Over the last two decades, the dominant driver of Apple's success has been the iPhone. In 2016, iPhones accounted for 63% of total sales. This was a problem for Apple, and they knew it. The problem existed due to two main factors: first, the smartphone business was mature (with low growth rates); second, it was (and it is) a highly competitive business. However, Apple had something other competitors didn't have, a big iPhone owner base (which allows to sell more services for instance). Through the years Apple has been able to effectively diversify its revenue stream and it currently presents the structure represented below.</p><p><blockquote>在过去的二十年里，苹果成功的主要驱动力一直是iPhone。2016年，iPhone手机占总销量的63%。这对苹果来说是个问题，他们知道这一点。问题的存在主要有两个因素：第一，智能手机业务成熟（增长率低）；其次，它过去是（现在仍然是）一个竞争激烈的行业。然而，苹果拥有其他竞争对手所没有的东西，庞大的iPhone用户基础（例如，这允许销售更多服务）。多年来，苹果已经能够有效地实现其收入来源的多元化，目前呈现以下结构。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/4602be0c6fa92191baf04a7496c4e024\" tg-width=\"640\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> Let's now take a look at each of these segments:</p><p><blockquote>现在让我们看看这些部分中的每一个：</blockquote></p><p> <b>1. iPhone</b></p><p><blockquote><b>1. iPhone</b></blockquote></p><p> From 2016 to 2020, the iPhone segment grew at a CAGR of 0.20% and it changed from representing 63.4% (2016) of total sales to 51% (\"TTM\"). I present below the growth rate for the iPhone segment over the last 5 years (2016-TTM).</p><p><blockquote>于二零一六年至二零二零年，iPhone分部以0.20%的复合年增长率增长，并由占总销售额的63.4%（二零一六年）变为51%（「TTM」）。以下是过去5年（2016-TTM）iPhone细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/916b48499e3e3ed2c0c167af3ba62bdb\" tg-width=\"607\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> So far this year the iPhone segment is showing a growth rate of 18.5% TTM, fueled by the new family of iPhone12 with 5G capabilities, and with interesting data coming from China. I believe that the transition to 5G will be the main driver of the growth in this segment. In this manner, I would like to report a piece of the transcript from theQ2 earnings call.</p><p><blockquote>今年到目前为止，iPhone细分市场的TTM增长率为18.5%，这得益于具有5G功能的新iPhone12系列，以及来自中国的有趣数据。我相信向5G的过渡将是这一细分市场增长的主要驱动力。通过这种方式，我想报告第二季度盈利看涨期权的部分成绩单。</blockquote></p><p> <i>In the enterprise market, customers across many industries are accelerating their adoption of iPhone 12 and 5G as a key platform for the future of their business. Delta Airlines, for example, is putting iPhone 12 and 5G connectivity into the hands of flight attendants so they can provide the best passenger service possible as air travel rebounds.Openreach in the U.K. has started equipping tens of thousands of field engineers with iPhone 12 to speed up their deployment of broadband services to homes around the country. And UCHealth, a large health care provider in Colorado, was able to reduce per patient vaccination time from 3 minutes to only 30 seconds largely by moving from PC stations to iPhones. This has allowed their staff to rapidly scan and register new patients and vastly increase their daily vaccination capacity.</i> <b>2. iPad</b></p><p><blockquote><i>在企业市场，许多行业的客户正在加速采用iPhone 12和5G作为其业务未来的关键平台。例如，达美航空公司正在将 iPhone 12 和 5G 连接交到空乘人员手中，以便他们能够在航空旅行反弹时提供尽可能最好的乘客服务。英国的 Openreach 已开始为数万名现场工程师配备 iPhone 12，以加快他们向全国各地家庭部署宽带服务。科罗拉多州的一家大型医疗保健提供商UCHealth能够将每位患者的疫苗接种时间从3分钟减少到仅30秒，这主要是通过从PC站转移到iPhone。这使得他们的工作人员能够快速扫描和登记新患者，并大大提高了他们的日常疫苗接种能力。</i><b>2、iPad</b></blockquote></p><p> As it was in the past, the iPad segment is more or less a constant number as a % of total sales, 9.6% in 2016 vs 9.1% TTM. From 2016 to 2020, the iPad segment grew at a CAGR of 3.56% (with an improving overall trend). I present below the growth rate for the iPad segment over the last 5 years (2016-TTM).</p><p><blockquote>与过去一样，iPad 细分市场占总销售额的比例或多或少是一个恒定的数字，2016 年为 9.6%，而 TTM 为 9.1%。从2016年到2020年，iPad细分市场的CAGR增长率为3.56%（整体趋势有所改善）。以下是iPad细分市场过去5年（2016-TTM）的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/6faf9ddb8d29d662fcaa46bbda862f48\" tg-width=\"616\" tg-height=\"360\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The TTM numbers show us an interesting picture with a growth rate of 24.9% TTM for the iPad segment which are driven by 3 factors: the M1 chip, the new 5G capabilities, and the fact that we were all at home. I see a lot of ways in which this new generation of iPads can be implemented. However, I also have to admit that there is a big player swimming in the same sea, the new 2-1 Laptops. The new 2-1 Laptops are a very interesting solution for those looking to have the best of the two worlds. In this last view, the iPad segment may represent a lower % of total sales, around 7.8% (vs current 9.1%).</p><p><blockquote>TTM数据向我们展示了一幅有趣的画面，iPad细分市场的TTM增长率为24.9%，这是由三个因素推动的：M1芯片、新的5G功能以及我们都在家的事实。我看到了新一代iPad的很多实现方式。不过，我也不得不承认，在同一片海里游泳的还有一个大玩家，新款2-1笔记本电脑。对于那些希望两全其美的人来说，新的2-1笔记本电脑是一个非常有趣的解决方案。在最后一个观点中，iPad细分市场占总销售额的比例可能较低，约为7.8%（而目前为9.1%）。</blockquote></p><p> <b>3. Mac</b></p><p><blockquote><b>3. Mac</b></blockquote></p><p></p><p> From 2016 to 2020, the Mac segment grew at a CAGR of 5.81%, and also here, as it is for the iPad segment, the Mac segment represents a more or less constant number as % of total sales 10.6% in 2016 vs 10.4% TTM. I present below the growth rate for the Mac segment over the last 5 years (2016-TTM).</p><p><blockquote>从2016年到2020年，Mac细分市场的CAGR增长率为5.81%，与iPad细分市场一样，Mac细分市场占总销售额的比例或多或少保持不变，2016年为10.6%，而TTM为10.4%。以下是过去5年（2016-TTM）Mac细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b2494d89c1d5cd70a4cf0c5fb31fb20a\" tg-width=\"614\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The generation of new Macs powered by the M1 chip seems to be appreciated by the customers, in fact, the Mac segment presents a growth rate of 18.4% TTM so far this year. I personally tried this new generation of Macs and I have to admit, Apple knows very well how to delight its customers. Personal PCs are a highly competitive market and, even if I like and I use Apple products, I prefer to work with a Lenovo.</p><p><blockquote>由M1芯片驱动的新一代Mac似乎受到了客户的赞赏，事实上，今年迄今为止，Mac细分市场的TTM增长率为18.4%。我个人尝试了新一代Mac电脑，我不得不承认，苹果非常清楚如何取悦顾客。个人电脑是一个竞争激烈的市场，即使我喜欢并使用苹果产品，我也更喜欢与联想合作。</blockquote></p><p> <b>4. Wearables, Home, and Accessories (WH&A)</b></p><p><blockquote><b>4. 可穿戴设备、家居和配件（WH&A）</b></blockquote></p><p> The Wearables, Home, and Accessories segment includes sales of AirPods, Apple TV, Apple Watch, Beats products, HomePod, etc. This is where it gets interesting. From 2016 to 2020, the WH&A segment grew at a CAGR of 28.78%, and it changed from representing only 5.2% of total sales in 2016 to represent 10.8% TTM. I present below the growth rate for the WH&A segment over the last 5 years (2016-TTM).</p><p><blockquote>可穿戴设备、家居和配件部门包括AirPods、苹果电视、苹果手表、Beats产品、HomePod等的销售。这就是有趣的地方。从2016年到2020年，WH&A分部以28.78%的复合年增长率增长，并从2016年仅占总销售额的5.2%变为占总销售额的10.8%。以下是过去5年（2016-TTM）WH&A细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e16432a1ae66aa9dda7a4f969a9cfcdf\" tg-width=\"607\" tg-height=\"357\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The WH&A segment is showing a growth rate of 14.7% TTM driven by a strong performance from both Apple Watch Series 6 and Apple Watch SE. Apple Watch may have a very bright future in the years ahead, driven by Apple entering into the healthcare market. In fact, it can be used to monitor the health status of the person. Imagine you being close to having a heart attack, your Apple Watch may call an ambulance and save your life, not bad no? Finally, let's don't forget also the launch of Apple TV 4K and of the newest accessory, AirTag (I don't see a market for the latter, but I may be wrong).</p><p><blockquote>在苹果手表系列6和苹果手表SE的强劲表现推动下，WH&A细分市场的TTM增长率为14.7%。在苹果进入医疗保健市场的推动下，苹果手表在未来几年可能会有一个非常光明的未来。事实上，它可以用来监测人的健康状况。想象一下，你即将心脏病发作，你的苹果手表可能会看涨期权一辆救护车，救了你的命，不错吧？最后，我们不要忘记苹果电视4K和最新配件AirTag的推出（我看不到后者的市场，但我可能错了）。</blockquote></p><p> <b>5. Services</b></p><p><blockquote><b>5. 服务</b></blockquote></p><p> Services include sales from the Company’s advertising, AppleCare, digital content, and other services. From 2016 to 2020, the Services segment grew at a CAGR of 21.9% and it changed from representing 11.3% of total sales in 2016 to represent 18.6% TTM. I present below the growth rate for the Services segment over the last 5 years (2016-TTM).</p><p><blockquote>服务包括公司广告、AppleCare、数字内容和其他服务的销售。于二零一六年至二零二零年，服务分部以21.9%的复合年增长率增长，并由二零一六年占总销售额的11.3%变为占总销售额的18.6%。以下是过去5年（2016-TTM）服务部门的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/af34eb1ba8fffd690a75318f8cf805f7\" tg-width=\"610\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> To date, the Services segment is showing a growth rate of 12.3% TTM. The growth is driven by App Store, Cloud Services, Music, Advertising, and Payment Services. The new services, Apple TV+, Apple Arcade, Apple News+, and Apple Card, are also starting to contribute to overall services growth, and continue to add users, content, and features. I believe that in the future, the Services segment will be the company's dominant segment. Below I present an interesting part I extrapolated from theQ4 earnings call.</p><p><blockquote>迄今为止，服务部门的TTM增长率为12.3%。增长是由应用商店、云服务、音乐、广告和支付服务推动的。新服务苹果电视+、苹果街机、苹果新闻+和苹果卡也开始为整体服务增长做出贡献，并继续增加用户、内容和功能。我相信未来服务板块将是公司的主导板块。下面我展示了我从第四季度盈利看涨期权中推断出的一个有趣的部分。</blockquote></p><p> <i>First, our installed base continues to grow and is at an all-time high across each major product category. Second, the number of both transacting and paid accounts on our digital content stores reached a new all-time high during the September quarter, with paid accounts increasing double digits in each of our geographic segments.Third, paid subscriptions grew more than 35 million sequentially, and we now have over 585 million paid subscriptions across the services on our platform, up 135 million from just a year ago. With this momentum, we are very confident to reach and exceed our increased target of 600 million paid subscriptions before the end of calendar 2020.</i> <b>Company Analysis</b></p><p><blockquote><i>首先，我们的安装基数持续增长，并且在每个主要产品类别中都处于历史最高水平。其次，我们数字内容商店的交易账户和付费账户数量在 9 月份季度创下历史新高，我们每个地区的付费账户都增长了两位数。第三，付费订阅量连续增长超过3500万，我们现在平台上的所有服务的付费订阅量超过5.85亿，比一年前增加了1.35亿。凭借这一势头，我们非常有信心在2020年底前达到并超过6亿付费订阅的目标。</i><b>公司分析</b></blockquote></p><p> I initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share). The fair value is an algorithm-adjusted value that accounts for different factors, fundamental and technical (e.g. DCF fair value, Momentum, etc.), and so it takes into consideration the Mr. Market mood. At the same time, the fair value which I obtained through the DCF model is equal to $105.68/share. Now before showing the results, the numbers used as the base are the trailing twelve-month numbers. Moreover, I also restated the financials since I capitalized on R&D expenses with an amortizable life of 3 years. I don't believe that in the case of Apple, R&D is an operating expense and for this reason, I treat it as CapEx. By taking into account the R&D, the following metrics have been restated (all numbers in $mm).</p><p><blockquote>我以中性评级和公允价值为111.42美元/股（当前价格为131.7美元/股）启动苹果。公允价值是一个经过算法调整的价值，考虑了基本面和技术面的不同因素（如DCF公允价值、动量等）。），因此它考虑了市场情绪。同时，我通过DCF模型获得的公允价值等于105.68美元/股。现在，在显示结果之前，用作基数的数字是过去12个月的数字。此外，我还重述了财务状况，因为我将R&D费用资本化，摊销年限为3年。我不认为在苹果的情况下，R&D是一项运营费用，因此，我将其视为资本支出。考虑到研发，以下指标已重述（所有数字均以百万美元为单位）。</blockquote></p><p></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/f7a2222a8e8b9088e619b0b971193a1f\" tg-width=\"569\" tg-height=\"262\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> It is very important to capitalize on R&D expense, if we don't, we are just keeping the company's biggest asset off-balance sheet.</p><p><blockquote>利用研发费用非常重要，如果我们不这样做，我们只是将公司最大的资产保留在资产负债表之外。</blockquote></p><p> <b>Discounted Cash Flow Model</b></p><p><blockquote><b>贴现现金流量模型</b></blockquote></p><p> Now, let's turn to the discounted cash flow valuation part. Below, you can see the results with the relative assumptions I have made.</p><p><blockquote>现在，让我们转向贴现现金流估值部分。下面，你可以看到我所做的相对假设的结果。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b2da633d931f51b493d897d9c87ecee5\" tg-width=\"640\" tg-height=\"262\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> Now, this time I also present along with my estimates three possible scenarios:</p><p><blockquote>现在，这次我还提出了三种可能的情况以及我的估计：</blockquote></p><p> <ul> <li><i>Base Case Scenario</i>: The above DCF model represents my base case scenario. In the base case scenario, I assume the drivers of growth to be: the iPhone segment (driven by 5G transition), the Services segment (driven by a broader customer base), and the new powered M1 Macs segment. Under this scenario, I assume a Y1 growth rate of 12%, a CAGR Y2-Y5 of 7.1%, and a target operating margin in Y10 of 27%. The DCF fair value under this scenario is $105.68/share.</li> <li><i>Best Case Scenario</i>: The business is booming! In the best-case scenario, I see again as the main drivers the one which I described for the base case scenario, however, in addition, I see a greater market penetration in China. Over the last 5 years, we can observe a falling pattern for sales in China, however, this year sales jumped 39.7% (with the iPhone segment rising substantially). Under this scenario, I assume a Y1 growth rate of 14%, a CAGR Y2-Y5 of 9.1%, and a target operating margin in Y10 of 30%. The DCF fair value under this scenario is $130.32/share.</li> <li><i>Worst Case Scenario</i>: Well, this is a scenario that I would like to call like \"mature company scenario\". Under this scenario I see Apple growing a little above the growth rate of the economy and for this reason, I assume a Y1 growth rate of 10%, a CAGR Y2-Y5 of 3.1%, and a target operating margin in Y10 of 25%. The DCF fair value under this scenario is $81.03/share.</li> </ul> Finally, for each scenario, I see Apple entering into the health care market with its Apple Watch. As you can imagine, I assign a different likelihood of market penetration in each of these scenarios.</p><p><blockquote><ul><li><i>基本案例场景</i>：上面的DCF模型代表了我的基本案例场景。在基本情况下，我假设增长的驱动力是：iPhone细分市场（由5G转型驱动）、服务细分市场（由更广泛的客户群驱动）和新的M1 Mac细分市场。在这种情况下，我假设第一年的增长率为 12%，第二年至第五年的复合年增长率为 7.1%，第十年的目标营业利润率为 27%。在这种情况下，DCF公允价值为105.68美元/股。</li><li><i>最佳情况场景</i>: 生意火爆!在最佳情况下，我再次将我为基本情况描述的主要驱动因素视为主要驱动因素，然而，除此之外，我还看到了中国更大的市场渗透率。在过去5年中，我们可以观察到中国的销售额呈下降趋势，然而，今年的销售额跃升了39.7%（iPhone细分市场大幅增长）。在这种情况下，我假设第一年的增长率为 14%，第二年至第五年的复合年增长率为 9.1%，第十年的目标营业利润率为 30%。在这种情况下，DCF公允价值为130.32美元/股。</li><li><i>最坏情况</i>:嗯，这是一个我想看涨期权喜欢“成熟公司场景”的场景。在这种情况下，我认为苹果的增长率略高于经济增长率，因此，我假设第一年的增长率为10%，第二年至第五年的CAGR为3.1%，第十年的目标营业利润率为25%。在这种情况下，DCF公允价值为81.03美元/股。</li></ul>最后，对于每种情况，我都看到苹果带着苹果手表进入医疗保健市场。正如你可以想象的那样，我在每种情况下都分配了不同的市场渗透可能性。</blockquote></p><p> <b>Sensitivity Analysis</b></p><p><blockquote><b>灵敏度分析</b></blockquote></p><p> Moreover, I also would like to provide the sensitivity analysis for the base case scenario.</p><p><blockquote>此外，我还想提供基本案例场景的敏感性分析。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/95f00eba768526d07d68fd846ecf998d\" tg-width=\"640\" tg-height=\"462\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> <b>Technical Analysis</b></p><p><blockquote><b>技术分析</b></blockquote></p><p> From the technical analysis point of view, I don't see any problem yet. The stock price is in a bullish mode, currently within an ascending triangle pattern. As of right now, the stock price is following its pattern and it is heading to the price target of $137/share or point D, where it is likely to bounce and head back to point E. If this scenario happens, point E is usually the point where stock price bounces once again and from that point, the stock goes higher (it is just a technical analysis assumption, take it as is).</p><p><blockquote>从技术分析的角度来看，我还没有看到任何问题。股价处于看涨模式，目前处于上升三角形模式。截至目前，股价正在遵循其模式，正朝着137美元/股或D点的目标价前进，在那里它可能会反弹并回到E点。如果出现这种情况，E点通常是股价再次反弹的点，从该点开始，股票走高（这只是一个技术分析假设，按原样理解）。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/ecf3e5f45dcb5e30b092c02bbf94d6f9\" tg-width=\"640\" tg-height=\"317\" referrerpolicy=\"no-referrer\"><span>Source:TradingView.com</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：TradingView.com</span></p></blockquote></p><p> <b>Final Thoughts</b></p><p><blockquote><b>最后的想法</b></blockquote></p><p> Apple is a mature company that is able to see a problem and solve it years ahead. By looking at the fair value, computed under the base case scenario, we can argue that the stock is currently overvalued but not by that much. For what concern risks, the difference between the best-case and the worst-case scenario can be used as a proxy of risk. Taking this into consideration I don't see big reasoning to panic, however, it is also true that I see an upcoming correction for the market. Many indicators, technical and fundamental, are suggesting to me that the market is too heavy right now (even if the S&P500 may go higher, perhaps in the 4400 area). To conclude, I don't think to close out my whole Apple position, however, I will close out 60% of it once it reaches my price target.</p><p><blockquote>苹果是一家成熟的公司，能够提前几年发现问题并解决问题。通过观察在基本情况下计算的公允价值，我们可以说该股票目前被高估了，但没有那么高。对于关注风险，最好情况和最坏情况之间的差异可以用作风险的代表。考虑到这一点，我认为没有理由恐慌，然而，我也确实看到了市场即将出现的调整。许多技术指标和基本面指标都告诉我，目前市场过于沉重（即使标准普尔500可能会走高，也许在4400点区域）。总之，我不打算平掉我的全部苹果头寸，但是，一旦达到我的价格目标，我会平掉其中的 60%。</blockquote></p><p></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Apple: Winter Is Coming<blockquote>苹果：冬天来了</blockquote></title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nApple: Winter Is Coming<blockquote>苹果：冬天来了</blockquote>\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">seekingalpha</strong><span class=\"h-time small\">2021-06-21 10:20</span>\n</p>\n</h4>\n</header>\n<article>\n<p><b>Summary</b></p><p><blockquote><b>总结</b></blockquote></p><p> <ul> <li>Apple's stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period.</li> <li>I initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share).</li> <li>From the technical analysis point of view, the stock price is following its ascending triangle pattern and it is heading to the price target of $137/share.</li> </ul> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/a4dc5052119e6bbc5b693cf7385d8738\" tg-width=\"768\" tg-height=\"512\" referrerpolicy=\"no-referrer\"><span>Michael M. Santiago/Getty Images NewsCompany Overview</span></p><p><blockquote><ul><li>苹果股价在过去五年中上涨了 449%，超过了标普500同期 102% 的涨幅。</li><li>我以中性评级和公允价值为111.42美元/股（当前价格为131.7美元/股）启动苹果。</li><li>从技术分析的角度来看，股价正在遵循上升的三角形模式，并正朝着137美元/股的目标价迈进。</li></ul><p class=\"t-img-caption\"><span>Michael M. Santiago/Getty Images News 公司概述</span></p></blockquote></p><p> Apple Inc (AAPL) stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period. An outstanding return supported by underlying fundamentals. In particular, I would like to start the analysis with the latter.</p><p><blockquote>苹果公司 (AAPL) 的股价在过去五年中上涨了 449%，超过了标普500同期 102% 的涨幅。由基本面支撑的出色回报。特别是，我想从后者开始分析。</blockquote></p><p> Over the last two decades, the dominant driver of Apple's success has been the iPhone. In 2016, iPhones accounted for 63% of total sales. This was a problem for Apple, and they knew it. The problem existed due to two main factors: first, the smartphone business was mature (with low growth rates); second, it was (and it is) a highly competitive business. However, Apple had something other competitors didn't have, a big iPhone owner base (which allows to sell more services for instance). Through the years Apple has been able to effectively diversify its revenue stream and it currently presents the structure represented below.</p><p><blockquote>在过去的二十年里，苹果成功的主要驱动力一直是iPhone。2016年，iPhone手机占总销量的63%。这对苹果来说是个问题，他们知道这一点。问题的存在主要有两个因素：第一，智能手机业务成熟（增长率低）；其次，它过去是（现在仍然是）一个竞争激烈的行业。然而，苹果拥有其他竞争对手所没有的东西，庞大的iPhone用户基础（例如，这允许销售更多服务）。多年来，苹果已经能够有效地实现其收入来源的多元化，目前呈现以下结构。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/4602be0c6fa92191baf04a7496c4e024\" tg-width=\"640\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> Let's now take a look at each of these segments:</p><p><blockquote>现在让我们看看这些部分中的每一个：</blockquote></p><p> <b>1. iPhone</b></p><p><blockquote><b>1. iPhone</b></blockquote></p><p> From 2016 to 2020, the iPhone segment grew at a CAGR of 0.20% and it changed from representing 63.4% (2016) of total sales to 51% (\"TTM\"). I present below the growth rate for the iPhone segment over the last 5 years (2016-TTM).</p><p><blockquote>于二零一六年至二零二零年，iPhone分部以0.20%的复合年增长率增长，并由占总销售额的63.4%（二零一六年）变为51%（「TTM」）。以下是过去5年（2016-TTM）iPhone细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/916b48499e3e3ed2c0c167af3ba62bdb\" tg-width=\"607\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> So far this year the iPhone segment is showing a growth rate of 18.5% TTM, fueled by the new family of iPhone12 with 5G capabilities, and with interesting data coming from China. I believe that the transition to 5G will be the main driver of the growth in this segment. In this manner, I would like to report a piece of the transcript from theQ2 earnings call.</p><p><blockquote>今年到目前为止，iPhone细分市场的TTM增长率为18.5%，这得益于具有5G功能的新iPhone12系列，以及来自中国的有趣数据。我相信向5G的过渡将是这一细分市场增长的主要驱动力。通过这种方式，我想报告第二季度盈利看涨期权的部分成绩单。</blockquote></p><p> <i>In the enterprise market, customers across many industries are accelerating their adoption of iPhone 12 and 5G as a key platform for the future of their business. Delta Airlines, for example, is putting iPhone 12 and 5G connectivity into the hands of flight attendants so they can provide the best passenger service possible as air travel rebounds.Openreach in the U.K. has started equipping tens of thousands of field engineers with iPhone 12 to speed up their deployment of broadband services to homes around the country. And UCHealth, a large health care provider in Colorado, was able to reduce per patient vaccination time from 3 minutes to only 30 seconds largely by moving from PC stations to iPhones. This has allowed their staff to rapidly scan and register new patients and vastly increase their daily vaccination capacity.</i> <b>2. iPad</b></p><p><blockquote><i>在企业市场，许多行业的客户正在加速采用iPhone 12和5G作为其业务未来的关键平台。例如，达美航空公司正在将 iPhone 12 和 5G 连接交到空乘人员手中，以便他们能够在航空旅行反弹时提供尽可能最好的乘客服务。英国的 Openreach 已开始为数万名现场工程师配备 iPhone 12，以加快他们向全国各地家庭部署宽带服务。科罗拉多州的一家大型医疗保健提供商UCHealth能够将每位患者的疫苗接种时间从3分钟减少到仅30秒，这主要是通过从PC站转移到iPhone。这使得他们的工作人员能够快速扫描和登记新患者，并大大提高了他们的日常疫苗接种能力。</i><b>2、iPad</b></blockquote></p><p> As it was in the past, the iPad segment is more or less a constant number as a % of total sales, 9.6% in 2016 vs 9.1% TTM. From 2016 to 2020, the iPad segment grew at a CAGR of 3.56% (with an improving overall trend). I present below the growth rate for the iPad segment over the last 5 years (2016-TTM).</p><p><blockquote>与过去一样，iPad 细分市场占总销售额的比例或多或少是一个恒定的数字，2016 年为 9.6%，而 TTM 为 9.1%。从2016年到2020年，iPad细分市场的CAGR增长率为3.56%（整体趋势有所改善）。以下是iPad细分市场过去5年（2016-TTM）的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/6faf9ddb8d29d662fcaa46bbda862f48\" tg-width=\"616\" tg-height=\"360\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The TTM numbers show us an interesting picture with a growth rate of 24.9% TTM for the iPad segment which are driven by 3 factors: the M1 chip, the new 5G capabilities, and the fact that we were all at home. I see a lot of ways in which this new generation of iPads can be implemented. However, I also have to admit that there is a big player swimming in the same sea, the new 2-1 Laptops. The new 2-1 Laptops are a very interesting solution for those looking to have the best of the two worlds. In this last view, the iPad segment may represent a lower % of total sales, around 7.8% (vs current 9.1%).</p><p><blockquote>TTM数据向我们展示了一幅有趣的画面，iPad细分市场的TTM增长率为24.9%，这是由三个因素推动的：M1芯片、新的5G功能以及我们都在家的事实。我看到了新一代iPad的很多实现方式。不过，我也不得不承认，在同一片海里游泳的还有一个大玩家，新款2-1笔记本电脑。对于那些希望两全其美的人来说，新的2-1笔记本电脑是一个非常有趣的解决方案。在最后一个观点中，iPad细分市场占总销售额的比例可能较低，约为7.8%（而目前为9.1%）。</blockquote></p><p> <b>3. Mac</b></p><p><blockquote><b>3. Mac</b></blockquote></p><p></p><p> From 2016 to 2020, the Mac segment grew at a CAGR of 5.81%, and also here, as it is for the iPad segment, the Mac segment represents a more or less constant number as % of total sales 10.6% in 2016 vs 10.4% TTM. I present below the growth rate for the Mac segment over the last 5 years (2016-TTM).</p><p><blockquote>从2016年到2020年，Mac细分市场的CAGR增长率为5.81%，与iPad细分市场一样，Mac细分市场占总销售额的比例或多或少保持不变，2016年为10.6%，而TTM为10.4%。以下是过去5年（2016-TTM）Mac细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b2494d89c1d5cd70a4cf0c5fb31fb20a\" tg-width=\"614\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The generation of new Macs powered by the M1 chip seems to be appreciated by the customers, in fact, the Mac segment presents a growth rate of 18.4% TTM so far this year. I personally tried this new generation of Macs and I have to admit, Apple knows very well how to delight its customers. Personal PCs are a highly competitive market and, even if I like and I use Apple products, I prefer to work with a Lenovo.</p><p><blockquote>由M1芯片驱动的新一代Mac似乎受到了客户的赞赏，事实上，今年迄今为止，Mac细分市场的TTM增长率为18.4%。我个人尝试了新一代Mac电脑，我不得不承认，苹果非常清楚如何取悦顾客。个人电脑是一个竞争激烈的市场，即使我喜欢并使用苹果产品，我也更喜欢与联想合作。</blockquote></p><p> <b>4. Wearables, Home, and Accessories (WH&A)</b></p><p><blockquote><b>4. 可穿戴设备、家居和配件（WH&A）</b></blockquote></p><p> The Wearables, Home, and Accessories segment includes sales of AirPods, Apple TV, Apple Watch, Beats products, HomePod, etc. This is where it gets interesting. From 2016 to 2020, the WH&A segment grew at a CAGR of 28.78%, and it changed from representing only 5.2% of total sales in 2016 to represent 10.8% TTM. I present below the growth rate for the WH&A segment over the last 5 years (2016-TTM).</p><p><blockquote>可穿戴设备、家居和配件部门包括AirPods、苹果电视、苹果手表、Beats产品、HomePod等的销售。这就是有趣的地方。从2016年到2020年，WH&A分部以28.78%的复合年增长率增长，并从2016年仅占总销售额的5.2%变为占总销售额的10.8%。以下是过去5年（2016-TTM）WH&A细分市场的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/e16432a1ae66aa9dda7a4f969a9cfcdf\" tg-width=\"607\" tg-height=\"357\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> The WH&A segment is showing a growth rate of 14.7% TTM driven by a strong performance from both Apple Watch Series 6 and Apple Watch SE. Apple Watch may have a very bright future in the years ahead, driven by Apple entering into the healthcare market. In fact, it can be used to monitor the health status of the person. Imagine you being close to having a heart attack, your Apple Watch may call an ambulance and save your life, not bad no? Finally, let's don't forget also the launch of Apple TV 4K and of the newest accessory, AirTag (I don't see a market for the latter, but I may be wrong).</p><p><blockquote>在苹果手表系列6和苹果手表SE的强劲表现推动下，WH&A细分市场的TTM增长率为14.7%。在苹果进入医疗保健市场的推动下，苹果手表在未来几年可能会有一个非常光明的未来。事实上，它可以用来监测人的健康状况。想象一下，你即将心脏病发作，你的苹果手表可能会看涨期权一辆救护车，救了你的命，不错吧？最后，我们不要忘记苹果电视4K和最新配件AirTag的推出（我看不到后者的市场，但我可能错了）。</blockquote></p><p> <b>5. Services</b></p><p><blockquote><b>5. 服务</b></blockquote></p><p> Services include sales from the Company’s advertising, AppleCare, digital content, and other services. From 2016 to 2020, the Services segment grew at a CAGR of 21.9% and it changed from representing 11.3% of total sales in 2016 to represent 18.6% TTM. I present below the growth rate for the Services segment over the last 5 years (2016-TTM).</p><p><blockquote>服务包括公司广告、AppleCare、数字内容和其他服务的销售。于二零一六年至二零二零年，服务分部以21.9%的复合年增长率增长，并由二零一六年占总销售额的11.3%变为占总销售额的18.6%。以下是过去5年（2016-TTM）服务部门的增长率。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/af34eb1ba8fffd690a75318f8cf805f7\" tg-width=\"610\" tg-height=\"363\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> To date, the Services segment is showing a growth rate of 12.3% TTM. The growth is driven by App Store, Cloud Services, Music, Advertising, and Payment Services. The new services, Apple TV+, Apple Arcade, Apple News+, and Apple Card, are also starting to contribute to overall services growth, and continue to add users, content, and features. I believe that in the future, the Services segment will be the company's dominant segment. Below I present an interesting part I extrapolated from theQ4 earnings call.</p><p><blockquote>迄今为止，服务部门的TTM增长率为12.3%。增长是由应用商店、云服务、音乐、广告和支付服务推动的。新服务苹果电视+、苹果街机、苹果新闻+和苹果卡也开始为整体服务增长做出贡献，并继续增加用户、内容和功能。我相信未来服务板块将是公司的主导板块。下面我展示了我从第四季度盈利看涨期权中推断出的一个有趣的部分。</blockquote></p><p> <i>First, our installed base continues to grow and is at an all-time high across each major product category. Second, the number of both transacting and paid accounts on our digital content stores reached a new all-time high during the September quarter, with paid accounts increasing double digits in each of our geographic segments.Third, paid subscriptions grew more than 35 million sequentially, and we now have over 585 million paid subscriptions across the services on our platform, up 135 million from just a year ago. With this momentum, we are very confident to reach and exceed our increased target of 600 million paid subscriptions before the end of calendar 2020.</i> <b>Company Analysis</b></p><p><blockquote><i>首先，我们的安装基数持续增长，并且在每个主要产品类别中都处于历史最高水平。其次，我们数字内容商店的交易账户和付费账户数量在 9 月份季度创下历史新高，我们每个地区的付费账户都增长了两位数。第三，付费订阅量连续增长超过3500万，我们现在平台上的所有服务的付费订阅量超过5.85亿，比一年前增加了1.35亿。凭借这一势头，我们非常有信心在2020年底前达到并超过6亿付费订阅的目标。</i><b>公司分析</b></blockquote></p><p> I initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share). The fair value is an algorithm-adjusted value that accounts for different factors, fundamental and technical (e.g. DCF fair value, Momentum, etc.), and so it takes into consideration the Mr. Market mood. At the same time, the fair value which I obtained through the DCF model is equal to $105.68/share. Now before showing the results, the numbers used as the base are the trailing twelve-month numbers. Moreover, I also restated the financials since I capitalized on R&D expenses with an amortizable life of 3 years. I don't believe that in the case of Apple, R&D is an operating expense and for this reason, I treat it as CapEx. By taking into account the R&D, the following metrics have been restated (all numbers in $mm).</p><p><blockquote>我以中性评级和公允价值为111.42美元/股（当前价格为131.7美元/股）启动苹果。公允价值是一个经过算法调整的价值，考虑了基本面和技术面的不同因素（如DCF公允价值、动量等）。），因此它考虑了市场情绪。同时，我通过DCF模型获得的公允价值等于105.68美元/股。现在，在显示结果之前，用作基数的数字是过去12个月的数字。此外，我还重述了财务状况，因为我将R&D费用资本化，摊销年限为3年。我不认为在苹果的情况下，R&D是一项运营费用，因此，我将其视为资本支出。考虑到研发，以下指标已重述（所有数字均以百万美元为单位）。</blockquote></p><p></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/f7a2222a8e8b9088e619b0b971193a1f\" tg-width=\"569\" tg-height=\"262\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> It is very important to capitalize on R&D expense, if we don't, we are just keeping the company's biggest asset off-balance sheet.</p><p><blockquote>利用研发费用非常重要，如果我们不这样做，我们只是将公司最大的资产保留在资产负债表之外。</blockquote></p><p> <b>Discounted Cash Flow Model</b></p><p><blockquote><b>贴现现金流量模型</b></blockquote></p><p> Now, let's turn to the discounted cash flow valuation part. Below, you can see the results with the relative assumptions I have made.</p><p><blockquote>现在，让我们转向贴现现金流估值部分。下面，你可以看到我所做的相对假设的结果。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/b2da633d931f51b493d897d9c87ecee5\" tg-width=\"640\" tg-height=\"262\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> Now, this time I also present along with my estimates three possible scenarios:</p><p><blockquote>现在，这次我还提出了三种可能的情况以及我的估计：</blockquote></p><p> <ul> <li><i>Base Case Scenario</i>: The above DCF model represents my base case scenario. In the base case scenario, I assume the drivers of growth to be: the iPhone segment (driven by 5G transition), the Services segment (driven by a broader customer base), and the new powered M1 Macs segment. Under this scenario, I assume a Y1 growth rate of 12%, a CAGR Y2-Y5 of 7.1%, and a target operating margin in Y10 of 27%. The DCF fair value under this scenario is $105.68/share.</li> <li><i>Best Case Scenario</i>: The business is booming! In the best-case scenario, I see again as the main drivers the one which I described for the base case scenario, however, in addition, I see a greater market penetration in China. Over the last 5 years, we can observe a falling pattern for sales in China, however, this year sales jumped 39.7% (with the iPhone segment rising substantially). Under this scenario, I assume a Y1 growth rate of 14%, a CAGR Y2-Y5 of 9.1%, and a target operating margin in Y10 of 30%. The DCF fair value under this scenario is $130.32/share.</li> <li><i>Worst Case Scenario</i>: Well, this is a scenario that I would like to call like \"mature company scenario\". Under this scenario I see Apple growing a little above the growth rate of the economy and for this reason, I assume a Y1 growth rate of 10%, a CAGR Y2-Y5 of 3.1%, and a target operating margin in Y10 of 25%. The DCF fair value under this scenario is $81.03/share.</li> </ul> Finally, for each scenario, I see Apple entering into the health care market with its Apple Watch. As you can imagine, I assign a different likelihood of market penetration in each of these scenarios.</p><p><blockquote><ul><li><i>基本案例场景</i>：上面的DCF模型代表了我的基本案例场景。在基本情况下，我假设增长的驱动力是：iPhone细分市场（由5G转型驱动）、服务细分市场（由更广泛的客户群驱动）和新的M1 Mac细分市场。在这种情况下，我假设第一年的增长率为 12%，第二年至第五年的复合年增长率为 7.1%，第十年的目标营业利润率为 27%。在这种情况下，DCF公允价值为105.68美元/股。</li><li><i>最佳情况场景</i>: 生意火爆!在最佳情况下，我再次将我为基本情况描述的主要驱动因素视为主要驱动因素，然而，除此之外，我还看到了中国更大的市场渗透率。在过去5年中，我们可以观察到中国的销售额呈下降趋势，然而，今年的销售额跃升了39.7%（iPhone细分市场大幅增长）。在这种情况下，我假设第一年的增长率为 14%，第二年至第五年的复合年增长率为 9.1%，第十年的目标营业利润率为 30%。在这种情况下，DCF公允价值为130.32美元/股。</li><li><i>最坏情况</i>:嗯，这是一个我想看涨期权喜欢“成熟公司场景”的场景。在这种情况下，我认为苹果的增长率略高于经济增长率，因此，我假设第一年的增长率为10%，第二年至第五年的CAGR为3.1%，第十年的目标营业利润率为25%。在这种情况下，DCF公允价值为81.03美元/股。</li></ul>最后，对于每种情况，我都看到苹果带着苹果手表进入医疗保健市场。正如你可以想象的那样，我在每种情况下都分配了不同的市场渗透可能性。</blockquote></p><p> <b>Sensitivity Analysis</b></p><p><blockquote><b>灵敏度分析</b></blockquote></p><p> Moreover, I also would like to provide the sensitivity analysis for the base case scenario.</p><p><blockquote>此外，我还想提供基本案例场景的敏感性分析。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/95f00eba768526d07d68fd846ecf998d\" tg-width=\"640\" tg-height=\"462\" referrerpolicy=\"no-referrer\"><span>Source:Author's estimates using data from the latest 10-K report</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：作者使用最新 10-K 报告数据进行的估计</span></p></blockquote></p><p> <b>Technical Analysis</b></p><p><blockquote><b>技术分析</b></blockquote></p><p> From the technical analysis point of view, I don't see any problem yet. The stock price is in a bullish mode, currently within an ascending triangle pattern. As of right now, the stock price is following its pattern and it is heading to the price target of $137/share or point D, where it is likely to bounce and head back to point E. If this scenario happens, point E is usually the point where stock price bounces once again and from that point, the stock goes higher (it is just a technical analysis assumption, take it as is).</p><p><blockquote>从技术分析的角度来看，我还没有看到任何问题。股价处于看涨模式，目前处于上升三角形模式。截至目前，股价正在遵循其模式，正朝着137美元/股或D点的目标价前进，在那里它可能会反弹并回到E点。如果出现这种情况，E点通常是股价再次反弹的点，从该点开始，股票走高（这只是一个技术分析假设，按原样理解）。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/ecf3e5f45dcb5e30b092c02bbf94d6f9\" tg-width=\"640\" tg-height=\"317\" referrerpolicy=\"no-referrer\"><span>Source:TradingView.com</span></p><p><blockquote><p class=\"t-img-caption\"><span>资料来源：TradingView.com</span></p></blockquote></p><p> <b>Final Thoughts</b></p><p><blockquote><b>最后的想法</b></blockquote></p><p> Apple is a mature company that is able to see a problem and solve it years ahead. By looking at the fair value, computed under the base case scenario, we can argue that the stock is currently overvalued but not by that much. For what concern risks, the difference between the best-case and the worst-case scenario can be used as a proxy of risk. Taking this into consideration I don't see big reasoning to panic, however, it is also true that I see an upcoming correction for the market. Many indicators, technical and fundamental, are suggesting to me that the market is too heavy right now (even if the S&P500 may go higher, perhaps in the 4400 area). To conclude, I don't think to close out my whole Apple position, however, I will close out 60% of it once it reaches my price target.</p><p><blockquote>苹果是一家成熟的公司，能够提前几年发现问题并解决问题。通过观察在基本情况下计算的公允价值，我们可以说该股票目前被高估了，但没有那么高。对于关注风险，最好情况和最坏情况之间的差异可以用作风险的代表。考虑到这一点，我认为没有理由恐慌，然而，我也确实看到了市场即将出现的调整。许多技术指标和基本面指标都告诉我，目前市场过于沉重（即使标准普尔500可能会走高，也许在4400点区域）。总之，我不打算平掉我的全部苹果头寸，但是，一旦达到我的价格目标，我会平掉其中的 60%。</blockquote></p><p></p>\n<div class=\"bt-text\">\n\n\n<p> 来源：<a href=\"https://seekingalpha.com/article/4435760-apple-stock-aapl-winter-is-coming\">seekingalpha</a></p>\n<p>为提升您的阅读体验，我们对本页面进行了排版优化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"AAPL":"苹果"},"source_url":"https://seekingalpha.com/article/4435760-apple-stock-aapl-winter-is-coming","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1175906479","content_text":"Summary\n\nApple's stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period.\nI initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share).\nFrom the technical analysis point of view, the stock price is following its ascending triangle pattern and it is heading to the price target of $137/share.\n\nMichael M. Santiago/Getty Images NewsCompany Overview\nApple Inc (AAPL) stock has rallied 449% in the last five years, outperforming the 102% rise in the S&P 500 over the same period. An outstanding return supported by underlying fundamentals. In particular, I would like to start the analysis with the latter.\nOver the last two decades, the dominant driver of Apple's success has been the iPhone. In 2016, iPhones accounted for 63% of total sales. This was a problem for Apple, and they knew it. The problem existed due to two main factors: first, the smartphone business was mature (with low growth rates); second, it was (and it is) a highly competitive business. However, Apple had something other competitors didn't have, a big iPhone owner base (which allows to sell more services for instance). Through the years Apple has been able to effectively diversify its revenue stream and it currently presents the structure represented below.\nSource:Author's estimates using data from the latest 10-K report\nLet's now take a look at each of these segments:\n1. iPhone\nFrom 2016 to 2020, the iPhone segment grew at a CAGR of 0.20% and it changed from representing 63.4% (2016) of total sales to 51% (\"TTM\"). I present below the growth rate for the iPhone segment over the last 5 years (2016-TTM).\nSource:Author's estimates using data from the latest10-K report\nSo far this year the iPhone segment is showing a growth rate of 18.5% TTM, fueled by the new family of iPhone12 with 5G capabilities, and with interesting data coming from China. I believe that the transition to 5G will be the main driver of the growth in this segment. In this manner, I would like to report a piece of the transcript from theQ2 earnings call.\n\nIn the enterprise market, customers across many industries are accelerating their adoption of iPhone 12 and 5G as a key platform for the future of their business. Delta Airlines, for example, is putting iPhone 12 and 5G connectivity into the hands of flight attendants so they can provide the best passenger service possible as air travel rebounds.Openreach in the U.K. has started equipping tens of thousands of field engineers with iPhone 12 to speed up their deployment of broadband services to homes around the country. And UCHealth, a large health care provider in Colorado, was able to reduce per patient vaccination time from 3 minutes to only 30 seconds largely by moving from PC stations to iPhones. This has allowed their staff to rapidly scan and register new patients and vastly increase their daily vaccination capacity.\n\n2. iPad\nAs it was in the past, the iPad segment is more or less a constant number as a % of total sales, 9.6% in 2016 vs 9.1% TTM. From 2016 to 2020, the iPad segment grew at a CAGR of 3.56% (with an improving overall trend). I present below the growth rate for the iPad segment over the last 5 years (2016-TTM).\nSource:Author's estimates using data from the latest 10-K report\nThe TTM numbers show us an interesting picture with a growth rate of 24.9% TTM for the iPad segment which are driven by 3 factors: the M1 chip, the new 5G capabilities, and the fact that we were all at home. I see a lot of ways in which this new generation of iPads can be implemented. However, I also have to admit that there is a big player swimming in the same sea, the new 2-1 Laptops. The new 2-1 Laptops are a very interesting solution for those looking to have the best of the two worlds. In this last view, the iPad segment may represent a lower % of total sales, around 7.8% (vs current 9.1%).\n3. Mac\nFrom 2016 to 2020, the Mac segment grew at a CAGR of 5.81%, and also here, as it is for the iPad segment, the Mac segment represents a more or less constant number as % of total sales 10.6% in 2016 vs 10.4% TTM. I present below the growth rate for the Mac segment over the last 5 years (2016-TTM).\nSource:Author's estimates using data from the latest 10-K report\nThe generation of new Macs powered by the M1 chip seems to be appreciated by the customers, in fact, the Mac segment presents a growth rate of 18.4% TTM so far this year. I personally tried this new generation of Macs and I have to admit, Apple knows very well how to delight its customers. Personal PCs are a highly competitive market and, even if I like and I use Apple products, I prefer to work with a Lenovo.\n4. Wearables, Home, and Accessories (WH&A)\nThe Wearables, Home, and Accessories segment includes sales of AirPods, Apple TV, Apple Watch, Beats products, HomePod, etc. This is where it gets interesting. From 2016 to 2020, the WH&A segment grew at a CAGR of 28.78%, and it changed from representing only 5.2% of total sales in 2016 to represent 10.8% TTM. I present below the growth rate for the WH&A segment over the last 5 years (2016-TTM).\nSource:Author's estimates using data from the latest 10-K report\nThe WH&A segment is showing a growth rate of 14.7% TTM driven by a strong performance from both Apple Watch Series 6 and Apple Watch SE. Apple Watch may have a very bright future in the years ahead, driven by Apple entering into the healthcare market. In fact, it can be used to monitor the health status of the person. Imagine you being close to having a heart attack, your Apple Watch may call an ambulance and save your life, not bad no? Finally, let's don't forget also the launch of Apple TV 4K and of the newest accessory, AirTag (I don't see a market for the latter, but I may be wrong).\n5. Services\nServices include sales from the Company’s advertising, AppleCare, digital content, and other services. From 2016 to 2020, the Services segment grew at a CAGR of 21.9% and it changed from representing 11.3% of total sales in 2016 to represent 18.6% TTM. I present below the growth rate for the Services segment over the last 5 years (2016-TTM).\nSource:Author's estimates using data from the latest 10-K report\nTo date, the Services segment is showing a growth rate of 12.3% TTM. The growth is driven by App Store, Cloud Services, Music, Advertising, and Payment Services. The new services, Apple TV+, Apple Arcade, Apple News+, and Apple Card, are also starting to contribute to overall services growth, and continue to add users, content, and features. I believe that in the future, the Services segment will be the company's dominant segment. Below I present an interesting part I extrapolated from theQ4 earnings call.\n\nFirst, our installed base continues to grow and is at an all-time high across each major product category. Second, the number of both transacting and paid accounts on our digital content stores reached a new all-time high during the September quarter, with paid accounts increasing double digits in each of our geographic segments.Third, paid subscriptions grew more than 35 million sequentially, and we now have over 585 million paid subscriptions across the services on our platform, up 135 million from just a year ago. With this momentum, we are very confident to reach and exceed our increased target of 600 million paid subscriptions before the end of calendar 2020.\n\nCompany Analysis\nI initiate Apple with a Neutral rating and a fair value of $111.42/share (vs. the current price of $131.7/share). The fair value is an algorithm-adjusted value that accounts for different factors, fundamental and technical (e.g. DCF fair value, Momentum, etc.), and so it takes into consideration the Mr. Market mood. At the same time, the fair value which I obtained through the DCF model is equal to $105.68/share. Now before showing the results, the numbers used as the base are the trailing twelve-month numbers. Moreover, I also restated the financials since I capitalized on R&D expenses with an amortizable life of 3 years. I don't believe that in the case of Apple, R&D is an operating expense and for this reason, I treat it as CapEx. By taking into account the R&D, the following metrics have been restated (all numbers in $mm).\nSource:Author's estimates using data from the latest 10-K report\nIt is very important to capitalize on R&D expense, if we don't, we are just keeping the company's biggest asset off-balance sheet.\nDiscounted Cash Flow Model\nNow, let's turn to the discounted cash flow valuation part. Below, you can see the results with the relative assumptions I have made.\nSource:Author's estimates using data from the latest 10-K report\nNow, this time I also present along with my estimates three possible scenarios:\n\nBase Case Scenario: The above DCF model represents my base case scenario. In the base case scenario, I assume the drivers of growth to be: the iPhone segment (driven by 5G transition), the Services segment (driven by a broader customer base), and the new powered M1 Macs segment. Under this scenario, I assume a Y1 growth rate of 12%, a CAGR Y2-Y5 of 7.1%, and a target operating margin in Y10 of 27%. The DCF fair value under this scenario is $105.68/share.\nBest Case Scenario: The business is booming! In the best-case scenario, I see again as the main drivers the one which I described for the base case scenario, however, in addition, I see a greater market penetration in China. Over the last 5 years, we can observe a falling pattern for sales in China, however, this year sales jumped 39.7% (with the iPhone segment rising substantially). Under this scenario, I assume a Y1 growth rate of 14%, a CAGR Y2-Y5 of 9.1%, and a target operating margin in Y10 of 30%. The DCF fair value under this scenario is $130.32/share.\nWorst Case Scenario: Well, this is a scenario that I would like to call like \"mature company scenario\". Under this scenario I see Apple growing a little above the growth rate of the economy and for this reason, I assume a Y1 growth rate of 10%, a CAGR Y2-Y5 of 3.1%, and a target operating margin in Y10 of 25%. The DCF fair value under this scenario is $81.03/share.\n\nFinally, for each scenario, I see Apple entering into the health care market with its Apple Watch. As you can imagine, I assign a different likelihood of market penetration in each of these scenarios.\nSensitivity Analysis\nMoreover, I also would like to provide the sensitivity analysis for the base case scenario.\nSource:Author's estimates using data from the latest 10-K report\nTechnical Analysis\nFrom the technical analysis point of view, I don't see any problem yet. The stock price is in a bullish mode, currently within an ascending triangle pattern. As of right now, the stock price is following its pattern and it is heading to the price target of $137/share or point D, where it is likely to bounce and head back to point E. If this scenario happens, point E is usually the point where stock price bounces once again and from that point, the stock goes higher (it is just a technical analysis assumption, take it as is).\nSource:TradingView.com\nFinal Thoughts\nApple is a mature company that is able to see a problem and solve it years ahead. By looking at the fair value, computed under the base case scenario, we can argue that the stock is currently overvalued but not by that much. For what concern risks, the difference between the best-case and the worst-case scenario can be used as a proxy of risk. Taking this into consideration I don't see big reasoning to panic, however, it is also true that I see an upcoming correction for the market. Many indicators, technical and fundamental, are suggesting to me that the market is too heavy right now (even if the S&P500 may go higher, perhaps in the 4400 area). To conclude, I don't think to close out my whole Apple position, however, I will close out 60% of it once it reaches my price target.","news_type":1,"symbols_score_info":{"AAPL":0.9}},"isVote":1,"tweetType":1,"viewCount":2194,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":38,"subscribersOnly":false,"subscribersOnlyAccessible":false,"xxTargetLangEnum":"ORIG"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/167189370"}
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