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Viewing report
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The Future of Apple
Inside Digital Media, Inc., Feb 2010, Pages: 68
Since the turn of the century Apple evolved from a secondary computer company into the most potent force transforming media. It is the premier Digital Media innovator as evidenced by the iPod, iPhone and most recently the iPad. Basically each introduction defined a new product category or enabled an incipient one to “cross the chasm” into mass market acceptance. More of the same is expected in the future, not only from products but also from transactional services.
Most any business affected by the future of media will be directly impacted by Apple’s future innovations. Moreover, its existing product lines alone will carry the company past the $100 billion revenue threshold in less than five years.
Report Objectives:
There are seven objectives.
1. Provide a quantitative five-year revenue projection by product line.
2. Estimate profitability by product line.
3. Identify the biggest markets where yet-to-be-announced Apple innovations will fundamentally transform media.
4. Predict the company’s ecosystem strategy.
5. Evaluate competitive threats.
6. Examine the impact of Apple’s future on media, computer, and communications companies.
7. Identify factors enabling Apple to achieve preeminence and predict which will apply to the future.
Highlights
Among the major conclusions are:
- Merely from existing product lines, Apple’s revenues will exceed $100 billion in five years.
- Apple will introduce as yet unannounced products to address huge latent market opportunities in (1) the Digital Living Room and (2) media and transactional online services.
- The company’s ecosystem strategy will bifurcate, but management will not license operating system software.
- Android will not marginalize Apple like Microsoft did in the last century. The rise of Digital Media is rotating the industry’s successful business model back to the vertical from the horizontal.
- Apple is far more profitable than implied by conventional metrics. Moreover, it is likely to remain so.
- Content providers should cooperate with Apple because the company’s innovations will transform media.
- CATV operators will eventually abandon video producers in favor of the more profitable ISP and telephony services.
Who Should Buy:
- Hollywood studios and TV show producers seeking to increase revenues.
- CATV operators who want to understand how Apple will transform media consumption in the living room and elsewhere.
- Computer hardware makers who want to know best how to compete with Apple.
- Consumer electronics manufacturers who want to introduce products that will compete effectively with Apple.
- Accredited Investors who want to know the growth potential of Apple along with the industries is will help and those it will threaten.
- Advertising agencies seeking to learn how to increase revenues in the transforming environment that Apple will induce.
- Sponsors looking for increased sales by effectively reaching and triggering new customers online.
- Broadcast and Cable networks wanting to increase revenues via Internet distribution.
- Newspapers and magazines seeking incremental revenues.
- Venture capitalists looking for small companies that will benefit from the industry transformations caused by Apple.
- Online merchants seeking to understand how consumers will learn to become comfortable executing transactions directly from their TV, smartphones, and similar devices.
- TV set makers wanting to know what interface standards consumers will require in order to popularize Internet-connected TVs that will foster click-through transactions
- Computer manufacturers wanting to know how consumers are going to get Internet connection to their TV and how they are going to use it.
- Wireless telephone carriers seeking incremental revenues from new services.
- Cell phone equipment manufactures who want to know how consumers will use wireless networks in the future.
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