Apple's reported earnings revealed a strong product mix contrast: iPhone sales increased 17% in units and 14% in revenues, while iPad sales decreased 16% in units and 13% in revenues. What accounts for this contrast? Is the iPad's growth trajectory broken?
Simply put, the iPhone's addressable market has only continued to increase with Apple's continued international expansion. Only recently, for example, has Apple broken out in Japan (still the world's third-largest economy); only a few months after releasing the 5S and 5C across all three of Japan's largest carriers, iPhone models made up 9 of the top 10 phones sold. And for iPhone, unlike iPad, the route to sales comes through carrier relationships -- of which Apple has landed more recently.
By contrast, the iPad's year-over-year results lagged because:
Price competition in tablets has been fierce. With Android tablets under $200 now commonplace -- including Samsung's Galaxy Tab 3 and Amazon Kindle Fire HDX -- Apple's premium pricing is catching up to it.
Replacement rates are lower than expected. Why are prices catching up to iPad now? Because replacement rates haven't been as quick as with iPhone. The pace at which people purchase smartphones is quicker than that of iPads, even among the Apple faithful. This means that Apple is seeking an ever expanding market -- people without tablets. For later adopters, who didn't see the big deal early on, price matters more than for earlier adopters.
The deal between Apple and China Mobile has been a long time coming, with lots of folks disappointed it didn’t happen in September when the latest iPhones were announced. China Mobile is the world’s largest mobile phone operator, with 760 million subscribers. That’s more than 1 in 7 of all people alive, and, as my friend Charlie has reminded me, more than 6 times the number of the largest US carrier, Verizon Wireless, or 3 times the size of AT&T and Verizon combined.
Though Bryan Wang in our Beijing office points out that Apple’s iPhone offerings are very expensive by China standards, starting at about $740 unsubsidized, he also reports that there is lots of interest among China Mobile subscribers. With this deal, we’ll finally find out how far Apple can get in China without offering products that match the prices of market leaders Samsung, Lenovo, and Huawei, or innovator Xiaomi. Based on Forrester survey data, we estimate that Apple sold over 16.8 million iPhones in mainland China in the four quarters ending September, 2013. We estimate that Apple will be able to sell 17 million new iPhones to China Mobile users in the first 12 months – that’s on the low side of public estimates we’ve seen ranging from 15 to 30 million. So Apple will boost global iPhone sales – and iPhone revenues – by over 10%.
After waiting so long, why is China Mobile interested in the iPhone? Because they’re concerned about losing their best customers, which are some of China's most valuable ones, to China Telecom and China Unicom. And China Mobile is just launching the first 4G network in China, and Forrester believes it will have at least a 6 month head start before other operators begin adding 4G. The iPhone 5s and 5c give China Mobile showcase products to show off the power of their 4G network.
UPDATED 26th June 2013 As you may be aware Microsoft has finally introduced its Office Suite for the iPhone (launched in the US on Friday 14th June, and now available in much of the rest of the world according to my sources). This is great news — it has been one of the real holes in the iOS application store and in high demand in many businesses we speak to (although will be MUCH more valuable when it's available as a native iPad app). Over the next week or so it is likely that many of your senior executives will read this news — as it has already made the consumer press. Soon they'll be knocking down your door asking how to get access to it.
However, the licensing model that Microsoft has chosen is one to encourage the uptake of the Office 365 Suite. ONLY those users with a MS Office 365 license will be able to activate the apps on their iPhone. This may mean a significant licensing impact for you. If, like many companies, you have not yet made the move to Office 365, your company’s employees will not be able to use the Office apps on their iPhone. There is a big risk here that you will see employees activate the license themselves and charge it back through the traditional expenses channel. And if senior management are doing it, it is hard for them to say no to the more junior ranks.
I reached out to Duncan Jones, one of our resident sourcing pros and Microsoft licensing experts to get his analysis of the situation. Here are his thoughts:
Too many marketing leaders still lump tablets and smartphones into the same mobile bucket. That’s a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within the home. Marketing leaders must create a differentiated tablet experience or risk dissatisfying their best customers and missing opportunities to engage when customers discover and explore their products.
Here are the key takeaways from new research I conducted in the past few months:
Tablet marketing matters. Tablet marketing enables marketers to engage with influential customers who spend less time on PCs and print media. People use tablets differently from smartphones, requiring marketers to adapt their approach.
Marketers should use tablets to enhance discovery and depth in the digital home. Marketers will see the benefits of designing immersive tablet experiences for people discovering and researching their brands and products. They should use search marketing to drive better conversion rates and tablet commerce. And they should maximize TV ads by creating tablet extensions for multitaskers as well as creating new marketing experiences in the digital home.
Shift to contextual marketing. Most of us have only had mobile phones for, at most, 12 years. I have already explained here why we’re all mobile teens, figuring out our relationships with others and with brands. Unsurprisingly, marketers face challenges integrating mobile and tablet in the mix. It’s time to stop thinking about devices and instead shift to thinking about contextual marketing.
Apple ignited the smartphone market with the innovative, super-desirable iPhone. But is the company’s innovation engine starting to sputter? That’s the question I pose to Forrester mobile analysts Jeffrey Hammond and Michael Facemire in this episode of TechnoPolitics. Of course, the answer isn’t so simple. Apple’s ultimate challenge is not about tit-for-tat feature innovation. Jeffrey Hammond says that this is a battle between two fundamentally different innovation models: directed innovation and open innovation. Apple is the high church of directed innovation, whereas Google’s approach is to let a thousand flowers bloom. Both mobile platforms have been enormously successful. But Michael Facemire thinks that conditions are ripe for the open innovation model to dominate. Jeffrey and Michael have amazing insights that you can only get at TechnoPolitics.
Windows 8 is a make or break product launch for Microsoft. Windows will endure a slow start as traditional PC users delay upgrades, while those eager for Windows tablets jump in. After a slow start in 2013, Windows 8 will take hold in 2014, keeping Microsoft relevant and the master of the PC market, but simply a contender in tablets, and a distant third in smartphones.
Microsoft has long dominated PC units, with something more than 95% sales. The incremental gains of Apple’s Mac products over the last five years haven’t really changed that reality. But the tremendous growth of smartphones, and then tablets, has. If you combine all the unit sales of personal devices, Microsoft’s share of units has shrunk drastically to about 30% in 2012.
It’s hard to absorb the reality of the shift without a picture, so in the report “Windows: The Next Five Years,” we estimated and forecast the unit sales of PCs, smartphones, and tablets from 2008 to 2016 to create a visual. As you can see below in the chart of unit sales, Microsoft has and will continue to grow unit sales of Windows and Windows Phone. But the mobile market grew very fast in the last five years, while Microsoft had tiny share in smartphones and no share in tablets.
If you look at the results by share of all personal devices, below, you can see how big a shift happened over the last five years as smartphone units exploded and the iPad took hold.
Since the beginning of the year (with a peak in July, thanks to this Bloomberg article), there have been rumors that Apple would launch an iPad mini with a 7.85-inch display. Speculation is now high that the launch could be announced October 17 — a week prior to the big Microsoft buzz about Windows 8 and in due time for the holiday rush and the seasonal year-end sales — in an attempt to lock new tablet buyers in to the iOS ecosystem. The biggest iPad mini conundrum is likely to be pricing — making sure that the new device remains competitive in the face of the iPad 2 and iPad 3 and the newly launched iPod Touch but also with Google's $199 Nexus 7 and the new $199 Kindle Fire HD. Don’t count on me to comment on rumors and share my personal take on the features the device could have, etc. Some of my colleagues are better placed than I am to make a call and will do so in due time.
Let’s step back from the hype for one moment.
It took two years for Apple to sell 67 million iPads versus 24 years to sell 67 million Macs. It took the company two years to sell one million iPods. Arguably, the iPod, coupled with the iTunes ecosystem, disrupted the music industry. Needless to say, new connected devices — mostly smartphones and tablets — will be even more disruptive. Forrester forecasts an installed base of 760 million tablets globally by 2016, and my colleague Frank Gillett has explained why we believe that tablets will run the personal computing landscape at work and at home.
Quick review: iPhone launches in 2007. CIOs don't care. I perk up. 2008. Apple launches App Store and Exchange ActiveSync support. CIOs start to wake up. Kraft's Dave Dietrich uses iPhone to revitalize Kraft's technology culture. As a software developer, my spidey senses start tingling. 2009-10. Apple adds hardware encryption, hooks to device management suppliers like MobileIron and Good Technology and Boxtone, a hundred million customers, and oh yeah, CEOs start bringing Christmas iPads to work and asking for email support. 2011. Apple App Store really picks up steam. (Android does, too.) iPad at work reaches 67% of the installed base according to our global information worker survey of 10,000 of your employees. iPhone gets slimmer, and Apple sells more of them than ever.
Now it's 2012. Apple sells over half a billion iOS devices since 2007. Apple is the major go-to smartphone for CIOs coming off a BlackBerry addiction. Apple is the dominant supplier of business tablets. Microsoft introduces v8 of its Windows Phone OS (not so many of them sold yet) and announces a tablet. And as colleague Thomas Husson points out, Google lights up 1.3 million Android devices a day. And Apple launches iPhone 5 running iOS 6.
So what does this announcement mean for CIOs? I'd say, CIOs need to tune into popular culture and divine what's happening in the consumer market. Because whither goeth the consumer market goeth the business market. You heard it here. Here's what iPhone5 means for the enterprise:
After months of rumors and a good marketing orchestration, Samsung has just unveiled its new flagship device, the Samsung Galaxy S3. Samsung will first launch the HSPA+ device in Europe at the end of May to benefit from the current weaknesses of its competitors — in particular, Nokia. It will release in the US in an LTE version later this summer. The aim is clear: to take the lead from Apple’s iPhone in the high-end smartphone segment and do even better than the Galaxy S2, which sold more than 20 million units.
Samsung is positioning a wide range of products in all segments and in multiple consumer electronic categories, leveraging its scale and scope and its vertically integrated approach (screens, processors, storage components, etc.). Despite the growing dependence on the Android OS, Samsung does not have all its eggs in the same OS basket. However, it clearly needs to catch up in the software and services space. That’s the reason I continue to believe that, in the premium segment, Apple is still in the best position to offer a seamlessly integrated experience across devices. Samsung’s cloud component is still missing, and it will need to continue its efforts to close the gap with Apple.
On the contrary, Apple — still one of Samsung’s largest clients (chipsets and screens) — has few models and higher margins and is in a position to leverage a different ecosystem around its OS, apps, and iCloud models. Thanks to the phenomenal success of the iPad, the Apple brand is reinventing itself and expanding into hardware categories that represent new growth drivers from which Samsung is not yet able to benefit.
Beyond the Samsung/Apple high-end leadership war, the great news is that these new smartphones will increasingly enable consumer-facing brands to launch innovative new product experiences. Some of the new services introduced by the Galaxy S III highlight this phenomenon: