애플 구독사업 - Apple's services portfolio & performance

애플은 다른 주요 온라인서비스를 합친 것보다 많은 구독자(subscrigers)를 가지고 있다. 유료구독자가 10억명을 넘었고,  12개월만에 1.5억명 이상이 증가해 3년전의 2배에 육박했다.  애플은  2023년 2분기에 62억 달러의 비용으로 212억 달러의 서비스 수익을 올렸다. 이런 성공 비결은 영화나 텔레비전 프로그램이 아니라 전반적인 애플 에코시스템에 있다. 

애플 매출의 1/4이 서비스영역에서 발생했고, 이것은 총마진(gross margin) 70%로 제품영역보다 더 수익률이 높다.

Apple has more subscribers than other leading online video services combined. With over a billion paid subscriptions, it has gained over 150 million in 12 months, to nearly double the number it had three years ago. Apple generated $21.2 billion in revenue from services in the second quarter of 2023, at a cost of $6.2 billion. The secret of its success is not so much movies or television programmes as the overall Apple ecosystem.

Over a quarter of the revenue received by Apple was for services, which are more profitable than products, with a 70% gross margin.

• 애플은 애플TV+ 구독자를 거의 공개하지 않지만 몇몇 분석가는 4000만정도로 추정
• 새 애플 기기를 구매하면 무료로 이용할 수 있는 프로모션을 통해 더 많은 사람이 이용할 것 
• 애플은 애플TV+에서 직접 수익을 올릴 필요가 없는데, 애플생태계를 지원하고 차별화하는 서비스 팩키지의 일부로써 가치가 있음

Apple rarely releases information about how many paid Apple TV+ subscribers it has, but some analysts put it at around 40 million. Many more may have access to the service through promotions, as it is available free for a year with the purchase of new Apple devices.

With quarterly net income of approaching $20 billion, Apple does not need to make money directly from Apple TV+. Its value is as part of a package of services that support and differentiate the Apple ecosystem.

• 애플 매출의 1/2정도가 아이폰에서 창출됨 (애플 매출의 1/4가 서비스 영역)
• 서비스 매출(212억 달러)은 맥, 아이패드, 웨어러블(와치같은), 가정용 제품과 악세서리 판매를 모두 합친 정도
• 애플 서비스 포트폴리는 앱 스토어, 아이클라우드, 음악, 피트니스+, 페이, 애플카드과 애플TV+를 포함

Apple has 2 billion active devices worldwide. The company no longer reports unit sales for products, but quarterly sales of for the iPhone were worth just under $40 billion, or almost half its revenue.

Services accounted for almost as much as its Mac, iPad, wearables, home products and accessories sales combined.

The company’s services portfolio includes its app store, iCloud, Music, Fitness+, Pay, Apple Card and Apple TV+.

Tim Cook said that the company set record revenues for video, but the company did not break this out to a figure. He described Apple TV+ as “a spectacular showcase of imaginative storytelling.”

Luca Maestri, the chief financial officer of Apple, told analysts that the company hopes to convert free users to paying subscriptions. 

“I would say the biggest opportunity is that we know that there’s a lot of customers that we have that are very familiar with our ecosystem. They are engaged in the ecosystem,” he said. “But still today, they’re using only the portion of the ecosystem that is free. And so we think that by offering better content and more content over time, we’re going to be able to attract more of them as paid customers.”

출처: apple-has-over-a-billion-subscribers, (informitv, 15. August. 2023)

https://www.apple.com/newsroom/2023/02/apple-reports-first-quarter-results/

apple-reports-second-quarter-results

https://www.apple.com/newsroom/2023/08/apple-reports-third-quarter-results/