Sending an update on Apple regarding headlines today that they are planning to start selling Mac computers with Apple’s own main processors by next year. The chips likely would be in one laptop model, then extend beyond that. This would mean transitioning away from their current supplier Intel (Apple is ~9% of Intel’s sales). Taiwan Semiconductor (TSMC), Apple’s partner for iPhone and iPad processors, would build the new Mac chips. The potential for Apple to do this has been rumored/expected for a while. This isn’t about saving money (though it would), it’s about differentiating themselves and enhancing their competitive advantage…and is very much aligned with what Tim Cook said over a decade ago when he was COO, “we believe that we need to own and control the primary technologies behind the products that we make.” Part of what differentiates Apple is they design their own silicon for the processor chips that are the brains of their iPhones and iPads (…and now potentially for their Macs), which gives them better control over performance and feature integration in their devices. The cutting edge for them right now is their A13 bionic which TSMC (one of the few major semiconductor foundries) makes for them and is custom built on top of licensed ARM architecture (which underpins most mobile devices). Notably, this would further push ARM (owned by Softbank) architectures beyond mobile (where it dominates), to laptop/desktop (where Intel’s x86 architecture dominates) and some suggest could ultimately pose a threat to Intel’s data center business (e.g. chips in servers). For Apple, the advantage in doing this is that their silicon is unique to them and tailored for their operating system, iOS. This has proven to give them an advantage with the way they design their phones and an advantage with developers. Android and iOS basically have a duopoly in mobile operating systems…generally any smartphone that’s not an iPhone is running an Android operating system, which Alphabet gives away. That gives Apple about 15% operating system market share and Android about 85%, however that is split up across devices/brands. The fact that Alphabet’s mobile operating system is so fragmented (and that users are often not using the same/latest version) makes app development more complex, costly and time consuming. Moreover, Apple, which dominates the high-end smartphone market, has a wealthier installed base for developers to target. The app store is fueled by third-party app developers. Easier to develop apps and a target rich audience leads to a greater number of higher quality iOS apps created by these developers for iPhone owners to download, with a better user experience. This is great for Apple b/c they make a % of revenue from Apps sold through their App store. This latest potential development should build on this advantage. They would have Macs, iPhones and iPads running the same underlying technology which should make it easier for Apple to unify its apps ecosystem, including allowing iPhone and iPad apps to run on Macs. This advantage gets more and more important as computing power in phones increases, 5G delivers better connectivity and, as a result, we have the ability to use mobile phones in enhanced ways….like apps that take advantage of augmented reality and IoT related technologies. 4G enabled advances like Uber. 5G is a step function change from this. Along this same theme, last year Apple acquired Intel’s cellular modem business for ~$1B. These are the chips that connect smartphones to the internet. They had been using QCOM for these chips, then they shifted to Intel as AAPL/QCOM were embroiled in a lawsuit. That has been settled and now Apple is again using Qualcomm’s chips. But the long-term goal here is for Apple to make these chips themselves, furthering their goal of controlling the primary technologies behind their products…and moving away from suppliers like Intel and Qualcomm. All of this is aimed at cementing Apple’s technology and ecosystem advantage which is Apple’s moat and drives their massive installed base. This can be seen by the fact that despite only having about 15% of the global smartphone market, Apple earns almost all of the industry profits b/c they have a differentiated, proprietary product/ecosystem, while Android based OEMs don’t own the silicon and software.
Sarah Kanwal
Equity Analyst, Director
Direct: 617.226.0022
Fax: 617.523.8118
Crestwood Advisors
One Liberty Square, Suite 500
Boston, MA 02109
$AAPL.US
[tag AAPL]
[category equity research]