Apple computers is one of those companies some people
love. The media world does, of course, still to rely on Macs, and perhaps this has led to a
disproportionate level of publicity for the company. Others love Apple products’ good looks, while
others say the company’s secret is that it makes products that work. But the Apple fan club seems to be
growing, and a phenomenon known at the Apple halo effect, in which new iPod owners are so chuffed
with their music player they go out and buy a Mac, seems to becoming more than just hype.
And whichever way you look at, it’s been a startling few years for the company, with the quarter
just gone no exception.
In Apple’s fourth quarter (the company numbers its results differently from everyone else; its Q4
period coincides with Q3 of most other US companies), it posted a quarterly net profit of $546 million.
This was well up on last year’s $430million, which itself had the headline writers getting out the hype
ink, and the only quarter in the company’s history that was better was its first of this year, which
coincided with the Christmas rush.

The company sold 8.7 million iPods, making it the second best quarter too, although the first
quarter, which witnessed sales of 14 million, was a lot better. Some worry that that the iPod is
beginning to slow, now. Perhaps the company is hitting critical mass, perhaps the iPod will wilt in the
face of competition from mobile phones boasting MP3 functionality. There’s the video iPod, of
course, but this time the company seems to face much stiffer opposition, with the likes of Microsoft
and Nokia who are advanced in their plans. Then there’s convergence with video games, with the next
generation of portable video games machines likely to offer music and video too.
Not that the iPod is just a portable music player, for many it takes pride of place in the bedroom, or
has replaced the Hi-Fi as the home’s main music hub. But, once again, it faces growing competition,
and the new Sony PlayStation, for example will also act as a music player come new generation DVD
player.
But, while Apple looks at ways to build upon the iPod, with its mobile phone still under lock and
key, the Mac does at last seem to be enjoying significant growth, and this is perhaps due to the much
touted halo effect
The Mac enjoyed sales of 1.6 million units in the quarter - its best ever - and, according to some
reports, it’s enjoying a growth rate which is three time faster than the growth in PC sales. The
MacBook and MacBook Pro notebook computers were the stars of the show, accounting for 27 percent
of revenue.
If there is a draw back it’s this; the share price is up 5 percent this year and analysts expect the
good times to continue. Its PE ratio is 34.5, fine if the heady growth continues, but should the
company just start doing okay, and growth slows to a more normal level, then shares will look high.
However, even this scenario is not quite so bad. A year ago the company’s PE was 46.8, so while
profits have been rising, the share price has not been rising so fast. So, to an extent, even a slow down
in the remarkable growth, is allowed for in the share price.
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