Fortune: Apple’s High Margin Approach Has Risks

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Bernstein Research Analyst Toni Sacconaghi has found both strength and vulnerability in Appleis high margin sales approach, according to Fortune/CNNMoney on Thursday.

Mr. Sacconaghi noted that Appleis global PC market share has increased in 10 of the last 11 quarters. It is now 2.7 percent. Also, notebook sales have been particularly strong. They account for 47 percent of Appleis unit growth.

However, the analyst sees some risk for investors. Some may think that Apple has plenty of room to grow globally, but the problem is that if one breaks down Appleis penetration into price ranges, Apple already has significant market share in the highest ranges.

The net effect is that while Apple continues to obtain high margins in the high price ranges, the tactic is not so good for gaining market share.

"Accordingly,? Sacconaghi concluded, ?we believe Apple faces a trade-off in its Mac business over the next 2-3 years: either lower price (and margin percentage) to sustain share gains, or retain its current price premiums and face slowing unit growth."

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