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哪里可以看到苹果 2012 财年四季度分析师会议的全程文字记录( 二 )

Cook we continue to be confident that the tablet market will surpass the PC market. It is already extremely compelling for many customers to choose a tablet, in particular an iPad, over a PC. There is an enormous opportunity for Apple there. We do think the iPad, mini and iPad 2 will all be an extremely attractive offering in lieu of a PC. We will focus on the future of the iPad.Question from Shannon Cross: Talk a little about China. Clearly with the revenue guidance it remains strong, but with the economy it’s mixed.Cook: Revenue was $5.7 billion. IPad was up 45 percent in Greater China. Iphone was up 38, all in all a fantastic quarter in China. That brings us to a full year $23.8 billion in China, which is really phenomenal when you think about it. That’s up $10 billion year on year, and amounts to about 15 percent for all of Apple. We are continuing to invest in our retail stores there. We continue to expand distribution with channel partners there. We see it as an extremely exciting market.2:32 pm: Cross again: With the launch of Microsoft Surface today, talk about the competitive landscape.Cook: I haven’t played with a Surface yet. What we’re reading about it is that it’s a fairly compromised and confusing product. One of the toughest things you do with a product is make hard trade-offs and decide really what it should be. I suppose you could design a car that flies and floats, but I don’t think it would do all of those things very well. I think people, when they look at the iPad versus competitors, they will conclude they really want an iPad and they will continue to do that.2:33 pm: Question from Ben Reitzes at Barclays: Is there more of an education focus with the mini? How do we think about the cannibalization of the form factor vs. the old product?Cook: The way we look at this is that we provide a fantastic iPod touch, an incredible 4th generation iPad, and mini. The customer will decide what they would like and will buy them. We’ve learned over the years not to worry about the cannibalization of our own product. There’s still 300 million PCs being bought each year and a great many of those will be better off with an iPad or a Mac. Instead of being focused on cannibalizing ourselves, its really an enormous incremental opportunity for us.Reitzes is asking about AppleTV. We haven’t heard about your hobby lately?Cook: We sold 1.4 million AppleTVs. That’s more than 5 million during the fiscal year. Almost double the previous year. The business continues to do very well, but if you look at the revenue of the business versus the others, it’s quite small. Still a hobby, but a beloved hobby. We’ll continue to pull the string and see where it takes us.2:37 pm: Gene Munster asking about the deceleration of iPad sales.Cook: June to September quarter was 17 million to 14 million. June contained a 1.2 million increase in channel inventory. The sell-through looks different from reported sell-in numbers. The 14 million exceeded what we expected to do in iPad. We expected it to decline. Based on prior results, we would see a seasonal reduction in the September quarter. K-12 schools buy heaviy in the June quarter, versus the higher ed market. That is exaggerated when we announce a new product in March and have enormous demand in June and then a natural phase down. In addition to all that, it’s clear they held back on purchases due to new product rumors. These intensified in September.2:39 pm: Cook: On a year-over-year basis, because of the year-ago quarter having a channel inventory build, the sell-through grew 44 pecent, so the underlying sell-through was extremely strong. We feel great about how iPad has done.Munster: Given what we’re seeing in margins, as some of these products get more expensive, would you be willing to pass those costs onto customers?Cook: It’s a hypothetical question. We think we’ve made great choices here.Question from Mark Moskowitz: He’s asking about iPhone and iPad comparisons in sequential quarters.Oppenheimer: We expect large sequential increases.Moskowitz: Asking about iPhone 5 rollout. Will you have supply contraints in all markets or will there be certain markets where you intend to hit equilibrium?Cook: What we did initially, we planned the first 30-40 countries, and rolled that across September in two different dates. We planned with an eye toward supply and what we think the demand will be. We do plan these in advance. It is not a precise science. We have to plan them with several weeks of notice. Occasionally it can be different than what we think.Question from Steve Milunovish of UBS: Asking about pricing philosophy of the iPad mini.Oppenheimer: When we set out to build the iPad mini, we didn’t set out to build a small cheap tablet. We set out to build a smaller device with the full iPad experience.2:45 pm: Cook: We try to create a product that people will love for months and years and continue to use it in a robust way. You can really see that by looking at usage statistics. More than 90 percent of Web traffic from tablets comes from iPads. Apple will not make a product that people rarely use once they get it home. (Paraphrasing.)2:46 pm: Milunovich is asking about the enterprise opportunity.Cook: We now have almost all of the Fortune 500 who are testing or deploying iPads. We’ve also pushed fairly aggressively in the Global 500 and those are above 80 percent on iPhone and iPad. We’re doing fairly well there. There’s clearly much more to do but I’m felling pretty good about it.2:47 pm: Question about the component environment (didn’t catch the name of who’s asking).Cook: In terms of iPad and iPhone, I don’t see a component shortage gating us for the quarter in the numbers we have given you in the guidance. I think we have solved some challenges there and feel good about our position. In terms of general shortage, the iMac will be constrained in a significant way. There will be a short amount of time during the quarter to build them. We will have a significant shortage there. (Hint: If you want an iMac, order it right away!)2:50 pm: ISI, Brian Marshall asks about iPhone unit growth vs. revenue growth. He’s seeing a variance between that pattern and the iPad. Is it less accessories or a dollar spend?Oppenheimer: The iPhone ASP were relatively flat year on year and up slightly sequentially. Ipad ASPs were down year on year in a low-double-digit way. This was reflective of price reduction on iPad 2 and stronger dollar and a little change in the mix. That drove the ASP change year on year. Sequentially, ASP was flat.


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