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2021-08-26
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Apple Has 2 Secret Weapons. No, They're Not New iPhones.
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No, They're Not New iPhones.","url":"https://stock-news.laohu8.com/highlight/detail?id=1125030506","media":"Barrons","summary":"For Apple investors, the focus over the next few weeks is going to be the next generation iPhone, li","content":"<p>For Apple investors, the focus over the next few weeks is going to be the next generation iPhone, likely to be introduced sometime next month. But the company has other levers to drive growth, and not all of them involve hardware.</p>\n<p>In particular,Apple(ticker: AAPL) has a substantial and growing opportunity in advertising and search revenue. A pair of research notes from the Street on Wednesday highlight how both areas should provide a material boost to top-line growth in the months and years ahead — while also noting a few associated risks.</p>\n<p>In a new report, Evercore ISI analyst Amit Daryanani dove into Apple’s growing opportunity in advertising, and he likes what he found. Daryanani thinks Apple’s ad business can grow to $20 billion in the September 2025 fiscal year, from an estimated $2 billion in fiscal 2020, most of that from App Store ads.</p>\n<p>He notes that the projected growth would be similar to that of Amazon’s(AMZN) ad business, which has expanded to about $20 billion from about $3 billion over a four-year span. Daryanani asserts that ads could account for as much as 9% of Apple’s earnings per share in fiscal 2025 if the business hits his target.</p>\n<p>“Apple’s advertising business remains an underappreciated lever for upside as we go forward and provides them with a unique way to ensure consumer privacy is upheld, but also further enhance the monetization mechanisms,” Daryanani writes in a research note.</p>\n<p>Under Apple’s “App Tracking Transparency” program, apps must ask for permission before tracking user activity across other companies’ apps and websites. The program has been positioned as a privacy measure, but has the secondary effect of shifting more ad dollars to Apple’s own advertising platform.</p>\n<p>Daryanani sees the biggest opportunity in shifting the App Store ad platform to content discovery, not just content delivery — ads offer a way for app developers to attract customers, in the same way that Amazon ads help sellers cut through the clutter to lure shoppers. And he sees additional advertising opportunities in Apple Maps and Apple TV+, among other places.</p>\n<p>“Advertising is a great growth opportunity for Apple and their tremendous installed base gives them a competitive advantage that they have not effectively exploited in the past,” he adds. “Recent actions indicate this is set to change as Apple looks to capture its fair share of a $1 trillion market.”</p>\n<p>Daryanani is not the only analyst that sees potential expansion in the Apple ad business. Earlier this month,Bernstein analyst Toni Sacconaghi wrote a long research note on the same topic; his conclusion was that ads could be a $7 billion to $10 billion business for Apple in fiscal 2023 or 2024. He noted that growth drivers for the Apple ad business include the June addition of search ads in China, higher ad loads, and the introduction of banner ads to the App Store in May. Sacconaghi also pointed out that Apple generates very modest revenue today — likely under $500 million a year — from ads in the Apple News and Stocks apps. Daryanani echoed all of those points in his report.</p>\n<p>Meanwhile, in a new note on Wednesday, Sacconaghi turns his attention to Apple’s search relationship with Google, a unit of Alphabet(GOOGL). Google pays Apple a substantial annual fee to be the default search engine on the iPhone — a relationship that has drawn the attention of the Justice Department, which last year filed suit against Google for monopolizing its control of the search market,specifically citing the Apple deal in the complaint.</p>\n<p>Neither Apple nor Google has been transparent about the terms of their relationship. Sacconaghi this morning writes that he now thinks Google’s payments to Apple in fiscal 2020 were $10 billion, higher than his previous estimate of $8 billion. And he thinks the payment could jump to $15 billion in fiscal 2021, driving up Apple’s services revenue, and contributing an estimated 9% of Apple’s overall gross profits. He estimates that 39% of Google’s traffic acquisition costs this year will go to Apple, up from an estimated 13% in 2013.</p>\n<p>Search is really the largest advertising pool for Apple. Sacconaghi estimates that Apple’s overall revenue from advertising in fiscal 2020 was $12.4 billion – and that $10 billion of that came from the company’s search relationship with Google.</p>\n<p>Sacconaghi sees some risk in Apple’s growing connection with Google. For one thing, there is regulatory focus on the situation – although he thinks any conclusion of the Justice Department lawsuit is “years away,” he sees a potential 4% to 5% risk to Apple’s profits from an adverse ruling. He also thinks there is some risk that Google could choose to stop paying Apple, or look to renegotiate the terms of its deal and pay less.</p>\n<p>Sacconaghi says Google pays up for the deal in part to ensure Microsoft(MSFT) — the only real rival for Google in search — does not outbid it. But he also says that with payments to Apple likely to approach $20 billion in fiscal 2022, “it is not implausible that Google could revisit its strategy.”</p>","source":"lsy1601382232898","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 Has 2 Secret Weapons. 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No, They're Not New iPhones. \n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-08-26 14:57 GMT+8 <a href=https://www.barrons.com/articles/apples-secret-weapons-advertising-search-51629906248?mod=hp_LEADSUPP_2><strong>Barrons</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>For Apple investors, the focus over the next few weeks is going to be the next generation iPhone, likely to be introduced sometime next month. But the company has other levers to drive growth, and not...</p>\n\n<a href=\"https://www.barrons.com/articles/apples-secret-weapons-advertising-search-51629906248?mod=hp_LEADSUPP_2\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"AAPL":"苹果"},"source_url":"https://www.barrons.com/articles/apples-secret-weapons-advertising-search-51629906248?mod=hp_LEADSUPP_2","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1125030506","content_text":"For Apple investors, the focus over the next few weeks is going to be the next generation iPhone, likely to be introduced sometime next month. But the company has other levers to drive growth, and not all of them involve hardware.\nIn particular,Apple(ticker: AAPL) has a substantial and growing opportunity in advertising and search revenue. A pair of research notes from the Street on Wednesday highlight how both areas should provide a material boost to top-line growth in the months and years ahead — while also noting a few associated risks.\nIn a new report, Evercore ISI analyst Amit Daryanani dove into Apple’s growing opportunity in advertising, and he likes what he found. Daryanani thinks Apple’s ad business can grow to $20 billion in the September 2025 fiscal year, from an estimated $2 billion in fiscal 2020, most of that from App Store ads.\nHe notes that the projected growth would be similar to that of Amazon’s(AMZN) ad business, which has expanded to about $20 billion from about $3 billion over a four-year span. Daryanani asserts that ads could account for as much as 9% of Apple’s earnings per share in fiscal 2025 if the business hits his target.\n“Apple’s advertising business remains an underappreciated lever for upside as we go forward and provides them with a unique way to ensure consumer privacy is upheld, but also further enhance the monetization mechanisms,” Daryanani writes in a research note.\nUnder Apple’s “App Tracking Transparency” program, apps must ask for permission before tracking user activity across other companies’ apps and websites. The program has been positioned as a privacy measure, but has the secondary effect of shifting more ad dollars to Apple’s own advertising platform.\nDaryanani sees the biggest opportunity in shifting the App Store ad platform to content discovery, not just content delivery — ads offer a way for app developers to attract customers, in the same way that Amazon ads help sellers cut through the clutter to lure shoppers. And he sees additional advertising opportunities in Apple Maps and Apple TV+, among other places.\n“Advertising is a great growth opportunity for Apple and their tremendous installed base gives them a competitive advantage that they have not effectively exploited in the past,” he adds. “Recent actions indicate this is set to change as Apple looks to capture its fair share of a $1 trillion market.”\nDaryanani is not the only analyst that sees potential expansion in the Apple ad business. Earlier this month,Bernstein analyst Toni Sacconaghi wrote a long research note on the same topic; his conclusion was that ads could be a $7 billion to $10 billion business for Apple in fiscal 2023 or 2024. He noted that growth drivers for the Apple ad business include the June addition of search ads in China, higher ad loads, and the introduction of banner ads to the App Store in May. Sacconaghi also pointed out that Apple generates very modest revenue today — likely under $500 million a year — from ads in the Apple News and Stocks apps. Daryanani echoed all of those points in his report.\nMeanwhile, in a new note on Wednesday, Sacconaghi turns his attention to Apple’s search relationship with Google, a unit of Alphabet(GOOGL). Google pays Apple a substantial annual fee to be the default search engine on the iPhone — a relationship that has drawn the attention of the Justice Department, which last year filed suit against Google for monopolizing its control of the search market,specifically citing the Apple deal in the complaint.\nNeither Apple nor Google has been transparent about the terms of their relationship. Sacconaghi this morning writes that he now thinks Google’s payments to Apple in fiscal 2020 were $10 billion, higher than his previous estimate of $8 billion. And he thinks the payment could jump to $15 billion in fiscal 2021, driving up Apple’s services revenue, and contributing an estimated 9% of Apple’s overall gross profits. He estimates that 39% of Google’s traffic acquisition costs this year will go to Apple, up from an estimated 13% in 2013.\nSearch is really the largest advertising pool for Apple. Sacconaghi estimates that Apple’s overall revenue from advertising in fiscal 2020 was $12.4 billion – and that $10 billion of that came from the company’s search relationship with Google.\nSacconaghi sees some risk in Apple’s growing connection with Google. For one thing, there is regulatory focus on the situation – although he thinks any conclusion of the Justice Department lawsuit is “years away,” he sees a potential 4% to 5% risk to Apple’s profits from an adverse ruling. He also thinks there is some risk that Google could choose to stop paying Apple, or look to renegotiate the terms of its deal and pay less.\nSacconaghi says Google pays up for the deal in part to ensure Microsoft(MSFT) — the only real rival for Google in search — does not outbid it. But he also says that with payments to Apple likely to approach $20 billion in fiscal 2022, “it is not implausible that Google could revisit its strategy.”","news_type":1},"isVote":1,"tweetType":1,"viewCount":26,"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":12,"xxTargetLangEnum":"ORIG"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/810408693"}
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