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November 4, 2008, 9:32 am

What if the iPhone were an iPod?

iPhone as iPod (2)It drives Turley Muller crazy when analysts downgrade Apple (AAPL) because the iPod, once the company’s primary engine of growth — generating roughly 58% of revenue growth in fiscal years 2005 and 2006 — seems to have saturated the market and may now be sputtering toward the end of its product life cycle.

So on Monday Muller — one of the leading blogger-analysts covering Apple — conducted a thought experiment on his blog Financial Alchemist.

What if Apple, he asked, accounted for the iPhone as if it were an iPod — which in a way it is. (Steve Jobs calls it “the best iPod Apple we’ve ever made.”) And what if Apple reported iPhone sales revenue in the quarter in which it was earned, rather than spreading it out over 24 months?

The results are summarized in Muller’s tables below.

Bottom line: rather than dwindling into single digits over the past eight quarters, iPod revenue growth explodes into triple digits. For example, sales revenue for iPods alone grew 3% year-to-year last quarter. When combined with actual iPhone revenue, it grew 184%.

“With the iPhone’s $199 price tag and Apple’s plans to be in over 70 countries by the end of the year,” writes Muller, “we should expect to see growth figures like the 184% (4Q08) going forward. See the tables below.” (link)

Muller's iPhone as iPod

ipod Newton anyone?

Posted By Brent Fudge, Peterborough, Ontario : November 10, 2008 7:12 pm

Let me start by saying to certain posters that I don’t understand what value is provided by the use of terms like ‘moron’ or ’stupid’. Take your aggression elsewhere. If you want to make a point go ahead and make it without such vitriol. If you’re so smart that you’ve done all the strategic and quantitative analysis about everything Apple under the sun, why are you looking at this news site?

But back to the subject at hand. I think that the Muller analysis is an extension of the GAAP vs. Non-GAAP accounting methodology for iPhone which hides the truly awesome financial power of this product away from, as Andy Zaky puts it, the seeming majority of analysts and others who don’t get it. Consider a scenario where Apple sells as many iPhones in each of the next 9 quarters as they did in their financial Q4/08. This was 6.9 million (you can argue about channel stuffing and whatever but let’s just assume that they can keep doing it). Also assume that Apple books $500 revenue for each iPhone. This is on the lower side of the $600 to $650 estimates that prevail.

Because of the multiplicative effect of the 8-quarter subscription revenue model, Apple would book $6.04 billion revenue in their 2009, and $12.94 billion revenue in their 2010.

Remarkable!

Posted By TimboM, Madison, WI : November 8, 2008 11:34 am

I have noting to say about the iPod today.

But I can say that Europe is US friendly again. And the dollar is strong so we expect to see you over here and on the slopes this winter.

Welcome back to the world, America. Good to see you again.

Posted By cynik, switzerland : November 5, 2008 10:31 am

IMHO, the iPhone is only part iPod. It’s basically a computer that makes phone calls…and plays music, and a bunch of other cool stuff. The investor needs to realize that in a few years this iPod/iPhone could have a port for a keyboard and printer and run iWork. A handheld computer for $199. Hmmmmm…

Posted By Brad Cathey, Wheaton, IL : November 4, 2008 1:48 pm

Many analysts claim the iPhone is not an iPod, but I don’t see what they base this on. How can an iPhone eat into iPod sales when the iPhone is an iPod that makes telephone calls. Steve said it was an iPod. The problem is the name. It should never have been called an iPhone. It should have been called the iPodphone and then there wouldn’t have been this confusion.

I still don’t see how the iPod is sputtering towards the end of it’s life cycle. There should always be room for new iPods when the older one’s expire. An iPhone is not necessarily a substitute for an iPod.

Still, the only thing that should matter is the amount of money flowing into Apple’s coffers. If it flows in faster each year, does it really make a difference which product name is making it happen.

Posted By iphonerulez, Brooklyn, New York : November 4, 2008 1:08 pm

To jp,

If you’re an investor you need to recalibrate your estimate of what the iPhone is, really.

Simply put, if the other phones are ’smartphones’, the iPhone is a ‘geniusphone’: the 1st major (soon to be) dominant computing platform in 13 years.

PED, Your articles are great. I regret the abuse some have given you about “Of course, it’s an iPod.” This article is important because most investors don’t get this simple fact.

Posted By pk de cville, va : November 4, 2008 12:14 pm

To JP, NY – The storm may be doing well in Europe, but it will have little effect on the iphone. You fail to realize that the iphone is based on an entire ecosystem, one in which its software, functionality and ease of use are unmatched across the spectrum of that ecosystem – desktop, laptop, phone, multimedia player, web access, iTunes integration, applications, etc. Further, the route to success for a brand is not FREE. That is what has so severely damaged so many other players in the market, especially Motorola. Furhter, as history shows us, Apple will continue to dramatically improve this offering through true innovation. RIM is a one trick pony.

Posted By FreeRange, Denver, CO : November 4, 2008 11:45 am

Funny, all you people saying “moron” and “stupid” still read the article…. The hyper-information age will have redundancies within months or days that would have spanned years in the past. Redundancies can inform some people who haven’t caught the “first wave”. Get the stick out.

Posted By Chris, Milwaukee, WI : November 4, 2008 11:21 am

the ipod had no competition. the storm from blackberry which is being handed out for free in europe and will be available at a discount to the i pphone here from verizon is a very favorably reviewed formidable competition for the i phone which will eat into sales significantly.

Posted By jp new york new york : November 4, 2008 11:17 am

I don’t know…. it seems like PED is becoming and Apple fan.

p.s. IMHO that is a good thing. ;-)

Posted By Kevin, Redding CA : November 4, 2008 11:16 am

Yes, over at AFB at The Mac Observer last year I suggested that differentiating between the iPod and iPhone as product lines when it came to examing the relative growth rates of each was a mistake. The iPhone is and iPod is an iPhone is an iPod.

I wrote something similar last week too.

Glad to see others coming round to this idea.

Posted By London, UK : November 4, 2008 11:14 am

What if it was an iPod ??????????

It is – Moron….Not kind of either

Posted By NY : November 4, 2008 11:11 am

Didn’t we all come to this conclusion quite a while ago? I see that someone else has already covered the fact that it is an iPod.

I think that the GAAP accounting though will benefit Apple and shareholders as it pushes profits into recessionary quarters. And if investors can’t understand the math then they probably shouldn’t be in the market.

Posted By David Sachdev, Washington D.C. : November 4, 2008 11:00 am

As I recall, Daniel Eran Dilger (or whatever other nom de plume he uses) at RoughlyDrafted.com asked and answered the same question, either late last year or early this year. His conclusion was that the growth of iPods + iPhones tracked the growth of iPods before the introduction of the iPhone. I.e., the iPhone is an iPod.

He also included graphs that made his point much easier to grasp, rather than just tables.

Posted By Robert Brown, Finger Lakes, NY : November 4, 2008 10:40 am

The iPhone is an iPod, STUPID.

Posted By Dave, Boston, MA. : November 4, 2008 10:34 am
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Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
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