The Mac Observer

The Estimated iPad Bill of Materials

TMO Talk (15)

The Bill of Materials (BOM) is a listing of all key components for a device and how much they cost the manufacturer. Broadpoint AmTech's Brian Marshall has published his estimate of the iPad BOM. It shows that the base iPad model, retailing for US$499, costs Apple about US$290 to manufacture.

Note that the difference between the retail price and the cost, divided by the retail price is the Gross Margin. For example, for the base iPad model, ($509 - $290.50)/$509 is 42.9 percent.

Here is the Broadpoint AmTech BOM, published January 28th.

iPad BOM

iPad BOM - Published with permission

Note that Apple charges an extra $100 over the 16 GB model to get to 32 GB while the memory cost goes up $25.50. Then Apple charges another $100 over the 32 GB model to get to 64 GB, while the component cost goes up $51. So it's really more cost effective to buy the 64 GB iPad - based on Apple's pricing scheme.

Some of these components are amazingly inexpensive. Remember, however, that the total cost of the device does not include, for example, shipping from China, packaging, warranty service, telephone support, and marketing. Also, a certain percentage of the profit is allocated to the cost of running the company, so the Gross Margin isn't a exorbitant as one might think at first blush.

Post A Comment or Log-in. Need an account? Register here.

11 Observer Comments

   Actions geoduck said on January 29th, 2010 at 3:20 PM (Edited: 01/26/2012 2:46 PM):

For example, for the base iPad model, ($509 - $290.50)/$509 is 42.9 percent

$509?
I thought it was selling for $499.
Why the difference?

   Actions John Martellaro said on January 29th, 2010 at 4:00 PM (Edited: 07/29/2011 1:39 PM):

Of course, the retail price is $499, but analysts have a magical way of accounting for all kinds of costs—in this case an implied carrier subsidy that folds into his spreadsheet analysis.

   Actions geoduck said on January 29th, 2010 at 4:12 PM (Edited: 01/26/2012 2:46 PM):

Ok makes sense.

The Margin is great, far better I’ll wager than any NetBook maker or that Amazon gets on a Kindle.

Remember, however, that the total cost of the device does not include, for example, shipping from China, packaging, warranty service, telephone support, and marketing.

Or assembly. Somebody has to put the thing together…

   Actions John Martellaro said on January 29th, 2010 at 4:36 PM (Edited: 07/29/2011 1:39 PM):

Intruder: Manufacturing is already a line item.

We now have stock analyst guessing how much parts cost. The A4 SOC most likely contains the Application processor, Video Processor and DSP on a single die.  It looks like he took the iphone price guess and made some assumptions.  Apple’s cost on the SOC depends on the die size and yield once they amortize the design cost.  They are paying someone probably Samsung to Fab the chip but there per unit cost are probably closer to $10 rather then the $25 in this estimate but then Apple has to pay the designers wether they build 1 or 100M so they better get making chips.  Here is an easy guess the BOM is 50% of the retail cost.  Lot less detail but then you can go have a drink at 4:30 instead of searching for all this parts pricing info.

Of course, the retail price is $499, but analysts have a magical way of accounting for all kinds of costs—in this case an implied carrier subsidy that folds into his spreadsheet analysis.

The iPad isn’t subsidized by a carrier, so that really doesn’t apply here.

Intruder: Manufacturing is already a line item.

Ahh. Sorry. Didn’t see it there, although $10 seems awfully low for any assembly and testing. Even in China.

These numbers are meaningless because the cost amongst the already pointed out omissions doesn’t include development cost. If Apple spends 100 million in development costs before the product is released, the profit margin is meaningless until that outlay of initial development cost is paid.

  Remember, however, that the total cost of the device does not include, for example, shipping from China, packaging, warranty service, telephone support, and marketing.

Or assembly. Somebody has to put the thing together…

Or developing and maintaining the OS.

Or distribution costs.

Or helping cover the salaries of 30,000+ employees.

Etc etc.

Or advertising.
OTOH I almost everything else associated with the Ipad including apple care, higher priced models, Itunes store, apps store,accessories have much higher margins.

Post A Comment or Log-in. Need an account? Register here.
 

Recent Headlines - Updated February 4th

Fri, 7:27 PM
Product News - Apple Addresses iBooks Textbook Issues with App Update
7:08 PM
News - Apple Rolls Out Updated Snow Leopard Security Fix
5:39 PM
Particle Debris - If Only Selling High Tech Were Easy
5:30 PM
Free on iTunes - 3 Free Panorama Apps for iPhone
5:23 PM
News - Tim Cook Touts Apple Charity in Employee Meeting
4:26 PM
News - Apple Clarifies iBooks Author EULA, Excludes Claim on Content
3:43 PM
Apple Stock Watch - Analyst: Apple Comfy With High End Smartphones & Other Notes
2:10 PM
Quick Look Review - AirPort Utility 6 for Lion is for Beginners
1:32 PM
Deal Brothers - 15” MacBook Pro 2.2GHz Quad-Core Intel i7:  $1,699
10:55 AM
News - Germany Overturns Injunction, Apple Resumes iPhone Sales
10:25 AM
Hot Forum Topic - Reader Discussion: Apple, iPhones & NFC
9:47 AM
News - German Court Gives Motorola iCloud Injunction
 

The Mac Observer Reader Specials

  • TypeStyler 11 is now in the Mac App Store!! -- Special Introductory Price of $59.95!! -- To Buy From The Mac App Store Click Here Now!! Or buy direct from Strider Software.
  • Mac RAM Upgrades: MacBook Pro 16GB kits $475, 8GB Kits for $119.99! iMac 16GB RAM Kits (4x 4GB) for $229.99! Mac Pro Memory 32GB Kit for $399.99, 64GB Kit for $889.99! Mac Hard Drives 2TB Seagate SATA II for $249.99! Click Here!
  • Poker Mac If you're using a Mac, then you've gotta check out Online Poker Mac. This mac poker and online casino mac site actually does the unthinkable, it actually rewards!

Apple Stock Quote (AAPL)

Loading...

Hot Topics

TMO Express

Join the TMO Express Daily Newsletter to get the latest Mac headlines in your e-mail every weekday. Find out more!

Top Deals From DealBrothers.com

Recent Features

Support The Mac Observer

We noticed you may be running AdBlock on your computer. It takes real money to run this site and to deliver the news, tips, and opinions you love to read.

If you wish to block the ads that pay for the creation of our content, we ask that you instead support TMO Directly, either with a $5 monthly recurring contribution, or a one-time donation of any amount of your choice. Thanks!

Subscribe with Paypal Donate with Paypal