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Cloud Call Center Community Featured Article

TMCNet: iSuppli: New iPhone Carries $173 BOM and Manufacturing Cost, According to a Preliminary Estimate From iSuppli

[June 25, 2008]

iSuppli: New iPhone Carries $173 BOM and Manufacturing Cost, According to a Preliminary Estimate From iSuppli

(M2 PressWIRE Via Acquire Media NewsEdge)
RDATE:24062008

El Segundo, Calif. -- Apple Inc.'s second-generation iPhone is expected
to carry an initial hardware Bill Of Materials (BOM) and manufacturing
cost of $173, according to a preliminary "virtual teardown" conducted
by iSuppli Corp.

On Jun. 9, Apple CEO Steve Jobs announced the release of the
much-anticipated new iPhone. The new version will be available starting
Jul. 11 in 22 different nations, including the United States.

In advance of the iPhone release, iSuppli has performed a virtual
teardown, using insights from our analysis staff to develop estimates
of iPhone content, suppliers and costs. The analysis team consisted of
iSuppli's leading experts in the areas of teardown analysis,
semiconductors, displays, mobile handsets, consumer electronics and
wireless infrastructure.

iSuppli had planned to withhold any analysis of iPhone content and
costs until it had conducted an actual physical teardown of the
product. However, due to strong popular demand for information on
iPhone costs and pricing, iSuppli has decided to release a preliminary
analysis to the public. Once the 3G iPhone becomes available, iSuppli
will perform an actual, detailed teardown of the new iPhone's
components and cost structure.

"At a hardware BOM and manufacturing cost of $173, the new iPhone is
significantly less expensive to produce than the first-generation
product, despite major improvements in the product's functionality and
unique usability, due to the addition of 3G communications," said Dr.
Jagdish Rebello, director and principal analyst for iSuppli. "The
original 8Gbyte iPhone carried a cost of $226 after component price
reductions, giving the new product a 23 percent hardware cost
reduction due to component price declines."

The attached figure presents iSuppli's preliminary virtual teardown
estimate of the 8Gbyte 3G iPhone's costs. The figure doesn't include
other costs, including software development, shipping and distribution,
packaging, and miscellaneous accessories included with each phone.

This year's business model

With the second-generation iPhone, Apple is making a significant
departure in its pricing strategy.

"The original 2G phone was sold at an unsubsidized price of $499,"
Rebello noted. "However, at a retail price of $199 for the low-end
8Gbyte version of the new 3G model, wireless communications service
carriers will be selling the product at a subsidized rate, using a
common business model for the mobile-handset market. The size of the
subsidy paid by the wireless carriers to Apple will be about $300 per
iPhone, iSuppli estimates. This means that with subsidies from
carriers, Apple will be selling the 8Mbyte version of the
second-generation iPhone to carriers at an effective price of about
$499 per unit, the same as the original product."


For the first version of the iPhone, Apple was given a portion of the
wireless carriers' revenue from service subscriptions. With the
second-generation version, Apple is not garnering any service revenue,
making it more imperative that the company cut a profit on the actual
hardware through the carrier subsidies.

"Hardware is vital to Apple profits, valuation and revenue in the
consumer-electronics and wireless communications realms," Rebello said
"In fact, two-thirds of Apple's revenue from the iPod still is derived
from hardware, while only one third is from the iTunes service and
accessories. The second-generation iPhone is no exception."

On the margin

Based on extensive teardown analyses of multiple products, iSuppli has
observed that Apple's iPod and iPhone products typically are priced
about 50 percent more than their BOM and manufacturing costs. With the
new iPhone sold at a price of $199 and the estimated subsidy of $300,
Apple will achieve an even higher BOM/manufacturing margin.

Future costs

As with all electronic products, the 3G iPhone's BOM costs will
decrease over time as component prices decline.

The BOM/manufacturing cost of the second-generation iPhone will
decrease to $148 in 2009, down 37 percent from $173 in 2008, according
to data from iSuppli's Mobile Handset Cost Model (MHCM).

"If the 3G iPhone design is unchanged, the cost will decline to $126 in
2012" said Tina Teng, wireless communications analyst at iSuppli.

CONTACT: Jonathan Cassell, Editorial Director and Manager, Public
Relations, iSuppli Corporation
Tel: +1 408 654 1714
Tel: +1 408 921 3754
WWW: http://www.isuppli.com

((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
http://www.presswire.net on the world wide web. Inquiries to
info@m2.com)).

Copyright ? 2008 M2 Communications Ltd.

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