Funding financial institution Morgan Stanley believes the “Apple Automotive” has a chance to drive down the usually razor-thin margins of the auto trade and pose a risk to Tesla.
In an online name with buyers, Morgan Stanley lead analyst Katy Huberty spoke about rumors of an Apple-designed self-driving automotive or autonomous automobile system. She answered questions alongside the financial institution’s Chinese language and European battery groups.
Talking about Apple’s automobile alternatives, Huberty mentioned that it is sensible for Apple to enter the automotive market due to the full measurement of the trade. Smartphones, Huberty factors out, are a $500 billion whole addressable market (TAM). Apple has about one-third of this market. However the mobility market is “$10 trillion.”
“So Apple would solely want a 2% share of this market to be the dimensions of their “iPhone enterprise,” she factors out.
One of the necessary elements in Apple’s potential entrance into the auto market is vertical integration, the analyst added.
“Apple actually solely succeeds when it is vertically built-in. This implies designing the parts and designing each a part of the product the way it appears and feels to the buyer, the software program and the ecosystem that surrounds these merchandise,” she mentioned.
Due to that, Huberty forged doubt on a partnership with one other automaker. She additionally factors out that Apple has already invested in areas related to an auto product, together with working programs, processors, batteries, cameras, and shows.
That vertical integration might even apply to Apple’s in depth financing and trade-in service program, in addition to AppleCare. “Financing and leasing and trade-in packages are extremely necessary to a profitable auto technique,” she writes.
If Apple controls each or most points of an “Apple Automotive,” it’s going to have a chance to drive down the usually razor-thin margins of the auto trade. That is one sticking level complicated buyers in regards to the rumors.
“With respect to margins, buyers steadily say that the present auto trade margins are extremely unattractive in contrast with Apple’s present mid-20% EBIT margins at the moment. However I might remind everyone that when Apple entered the PC, handset and wearables market, the margins of rivals have been razor skinny,” Huberty writes.
By a vertical integration technique and driving scale on a restricted variety of SKUs, Apple has proven a capability to “enter industries with low profitability and earn very robust margins. I do not see why autos could be any totally different.”
“The auto market appears similar to the trade construction and profitability of many different markets Apple has entered previously,” she provides.
Though the “Apple Automotive” story first surfaced years in the past, Huberty says Apple is in a greater place now as a result of it is producing extra of its parts in-house. The transfer into a brand new market might additionally carry down Apple’s churn fee to principally zero.
Relating to the timing of an “Apple Automotive” launch, Huberty notes that Apple isn’t first in an trade. A present timeline of 4 to 5 years out “is sensible, nevertheless it’s definitely potential they arrive out a yr or two later.”
And it is potential that Apple might produce the automotive within the U.S.
“Tim Cook dinner has mentioned there shall be different Apple merchandise made within the US and a automotive could be an ideal instance of that. When a product launches, normally over [half] of income could be within the US so you’ll need to manufacture domestically within the US or Mexico from a logistics standpoint,” Huberty says.
One of many greater questions is whether or not Apple’s automobile would pose a risk to Tesla and current automakers.
“The query is, is Tesla Blackberry or is Tesla Samsung? After the iPhone launch, Samsung was a really profitable firm alongside Apple for a few years. And because the market shifted from function telephones to good telephones, Blackberry fell to the facet despite the fact that they have been early available in the market,” Huberty says.
The analyst provides that “there may be an instance the place each Tesla and Apple may very well be profitable for a few years and assist develop the market collectively.”
Huberty maintains her 12-month AAPL value goal of $144, based mostly on a sum-of-the-parts mannequin. She arrives at that estimate by making use of a 5.5x enterprise value-to-sales (EV/Gross sales) a number of on Apple’s product enterprise and a 13.6x EV/Gross sales a number of on Companies. That ends in an implied 7x EV/Gross sales a number of for the 2021 fiscal yr and a 32x enterprise worth to free money stream a number of.
Shares of AAPL have been priced at $129.54 in intra-day buying and selling on Thursday morning, up 2.33%.