定价和利润一致性和光环效应

Horace Dediu,“逃离PC“:

If this estimate is considered then the operating profits from PC operations imply that Apple generates more profit than all the top 5 PC vendors combined.

Assuming further that “other” vendors have the same profitability ratio as the top 5 combined yields a figure of 45% “profit capture of PC market” for AppleThis is not as good as its performance in the phone market, where Apple has about 72%, but it’s not bad.

与手机行业一样,苹果在个人电脑中的利润份额远远超过其单位销售市场份额。

Matt Yglesias在思考Dediu的数字后,苹果应该削减Mac价格以追求市场份额

One thing that pops out of this is that even though it’s the iPhone and the iPad that make Apple such a giant company, they’re pretty much killing it as a PC vendor tooThat said, particularly in light of the PC sector’s decline in the face of quality improvements and a slowed consumer upgrade cycle, you have to wonder why Apple’s corporate strategy involves such high profit margins on MacsIt’s clear that profits from iPhone and iPad are more than sufficient to meet Tim Cook’s goals in terms of dividends and investmentsAccording to Dediu, Apple earns an average 19 percent operating margin on its Mac sales compared to 4 percent for Dell and less than that for HP, Lenovo, and AcerA question to ask is whether piling up extra cash in the Braeburn Capital account is a smarter strategic move for Apple than investing in larger market share via lower pricesYou could cut Mac prices 15 percent across the board to match Dell’s margins.

If it were me, though, I’d take a good hard look at really shaking the industry up with a 20 percent price cutThat would reposition the Mac as a loss-leader whose function is to enhance the overall value of the Apple ecosystem.

为了市场份额而追求市场份额并不符合Apple的特点我甚至不确定价格是否会阻碍Mac市场的进一步增长A lot of people buy Windows PCs specifically because Windows is what they’re familiar with; they don’t want to even consider a Mac for the same reason many of them are rejecting Windows 8: too different.

而且,即使削减Mac价格确实显着增加了Mac的市场份额,苹果公司将从中获益的客户也不太可能通过随后购买iPhone和iPad来为Apple带来利润根据定义,他们从削减Mac硬件价格中获得的新客户将是对价格敏感的客户为什么这些客户会购买iPhone和iPad,除非iPhone和iPad的价格也同样大幅削减?

光环效应” — the theory that Apple can get a new customer to buy one Apple product, that customer, if happy with their purchase, is likely to start buying other Apple products — strikes me as only likely to be effective if all those products are consistently priced and marketed行业观察家将PC,平板电脑,智能手机和媒体播放器分为不同的产品类别,但从消费者品牌角度来看,Apple并没有Mac,iPad,iPhone和iPod都只是Apple的产品,它们的价格和设计都是相同的:很少是最便宜的,但通常是最好的。

在所有推动光环效应的产品中,这是他们在这方面的一致性,将从未在生活中购买过Apple产品的人变成拥有iPhone,iPad和MacBook的人。

传统观念是通过最大化市场份额来追求利润苹果通过专门针对整个市场的高利润部分来追求利润,并有效地放弃低利润部门的市场份额,无论这些低利润部门有多大。