The price of Apple Watch ranges from $349 to $17,000, depending on how much consumers like local gold. Looking at the situation, Apple's new product has a very good profit margin.
After disassembling the 38mm Apple Watch sports version, research firm IHS said its manufacturing cost was about $83.70.
Specifically, the display cost of the OLED panel and Ion-X surface glass is the highest, which is estimated by the Korean electronics company LG, which is estimated to be $20.50, and the cost of the S1 processor is estimated to be $10.20. In addition to component costs, IHS estimates a manufacturing cost of $2.50, so the total original cost is $83.70. IHS did not disassemble the stainless steel and gold versions of the Apple Watch.
At $83.7, this is only 24% of the retail price of the product. Based on other Apple products reviewed by IHS, this hardware cost to retail price ratio is the lowest of any Apple product. According to IHS's past disassembly analysis, the ratio of hardware cost to retail price of other Apple products is between 29% and 38%.
“For the first generation of products just launched, the retail price is relatively high compared to the hardware cost, which is quite typical,†IHS senior chief analyst Kevin Keller said in a statement. Retail prices will always fall over time, but the hardware cost and retail price ratio of this Apple Watch is lower than the iPhone 6 Plus and other new Apple products we have dismantled. If the product sales results If it is comparable to the interest it generates, then this will be of great benefit to Apple’s profits."
Still, the analysis of these parts and manufacturing costs may not make much sense. Such disassembly only focused on component and manufacturing costs, but did not consider other significant costs associated with the product. In Apple’s financial report conference for the second quarter of fiscal 2015, Apple CEO Tim Cook directed the artillery fire at such disassembly analysis, claiming: “I have not seen which analysis results are close to accuracy.â€
IHS analyst Keller added in a telephone interview that the cost associated with software for new hardware products could be significant, especially for the first generation with new features - like the Force Touch feature. It can distinguish the user's touch and long press on the touch screen. IHS also did not take into account other potential cost variables, including patent licensing, supply chain logistics, and R&D.
Keller said that during the dismantling process, IHS also found that the so-called TapTIc Engine occupies most of the internal space of the Apple Watch (about 30%) - this is a miniature motor in the watch, used to simulate The user presses the tactile feedback of the operation. However, Apple may still have room to shrink this feature, making the watch even smaller.
Interestingly, according to the Wall Street Journal quoted people familiar with the matter, Apple seems to have encountered production problems with the China Shenzhen AAC Technology Holdings Co., Ltd., one of the suppliers on the touch engine. According to reports, the tactile engine produced by this company will be damaged over time. This may be the reason for the delay in shipping Apple Watch.
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