对苹果股票的看法英文版,急需苹果公司的中英文介绍
对苹果股票的看法英文版,急需苹果公司的中英文介绍
苹果公司的公开上市打破了公开发行股票公司的很多纪录，苹果股票的上市是历史上公司新股上市最成功的一次，而它所融到的资金比1956年福特上市以后任何公司的首次公开发行都要多。
一天之内，苹果公司的股票价格上涨了将近32%，那天的股票以29美元完美收盘。也就是说，就在这短短的24小时，苹果公司的资产从最初的1000美元增长至1778亿美元。
而乔布斯作为苹果公司最大的股东，一夜之间就拥有了超过2亿美元的净资产。当正处于失落、低迷期的乔布斯得知这个消息后，他怎么也不会想到，一夜之间自己的人生会发生如此巨大的变化。
苹果公司发展可谓是一波三折。这里简略介绍一下他的发展轨迹。设计在线.中国
-Steven Wozniak和Steven Jobs这两个天才少年在高中的时候已经成了形影不离的朋友，Wozniak有机会涉足计算机设计领域，并在1976年设计出后来被成为Apple I 的电脑，附有远见的Jobs坚持要试着去卖这台机器。于是1976年4月1日，苹果破土而出了上海工业设计。
Apple I市场反应冷淡。直到1977年Apple II诞生并作了第一次商业展示后才引起人们的注意。苹果的销量大幅增加，造型设计公司的规模也自然而然的扩大。
-1979年Jobs和其他几个工程师慕名访问了施乐公司的PARC试验室，并从那里“偷学”到了图形用户界面技术，并将其应用于苹果电脑。
-1980年苹果已经有几千名雇员，并且产品开始销往世界各地，苹果成了电脑的代名词。
-1983年，外观设计Jobs开始聘请前百事可乐公司的主管John Sculley任苹果的CEO，相信他会让这棵未老先衰的苹果“枯木逢春”。
-1985年Jobs和Sculley的分歧越来越大产品设计，苹果的Jobs不得不离开了苹果。Sculley获得了工业设计苹果绝对的领导权。
-1987年，苹果发布其Mac II，功能强大的家用计算机，月销售达到5万台。苹果又过了几年好日子。
-1991年苹果电脑的操作系统是：Mac OS，但其与流行的兼容机软硬件不兼容。这大大束缚了它的发展。这曾经非常成功的市场策略，现在却让它吃尽了苦头，℡☎联系：软的操作系统很快占领了广大的市场。
-1993年6月他们免除了Scully的职务。设计在线.中国
-1994年苹果发布其家用机PowerMac。第一台基于IBM和Motorola合作开发的高速处理器PowerPC芯片的机型。但因为其封闭的市场策略，只有少数厂家得到有限的技术许可，仍然不能很好的打开市场。面对开放的兼容机市场，苹果的大门却越关越紧，路也越走越窄。
-1995年℡☎联系：软WINDOWS95发布，这更令其雪上加霜。苹果的冬季来临了。
紧接着戏剧性的事情发生了。苹果急需一名能引领其走出低谷的带路人，但迟迟没有挑选出来，面对奄奄一息的苹果，众多的商界骄子们望而却步。
-1996年在众多昔日同事的支持下，jobs开始在公司中起作用，成为事实上的领导人，被称为“过渡总裁”。但此时苹果的股票降到5年来的最低点，Jobs面临有生以来最大的挑战，挽救心爱的苹果。
-1997年11月10日，苹果宣布将通过电话和网络开展直销Power Computing，结果销路很好，紧接着又推出了一款新机型：PowerMacG3
复苏的迹象慢慢的显露出来，苹果终于制止了下滑，开始连续几个季度℡☎联系：利。Jobs继续着他的复苏计划，又推出了真正的划时代苹果传奇产品：iMac（1998年）、iPod（2002）
苹果的传奇创始人－史蒂夫·乔布斯（Steve Jobs）
苹果之所有能有传奇般的发展，开发出传奇般的产品，很大程度上归结于公司传奇般的CEO史蒂夫·乔布斯（Steve Jobs）――苹果公司的创始人，他的传奇人生得从他的出生前讲起。
1955年史蒂夫·乔布斯（Steve Jobs）生于硅谷的，生母是一名年轻的未婚在校研究生，生母将他送给别人收养。养父母是典型的蓝领工人，并没有优越的环境。
1972年乔布斯17岁，他来到位于波特兰大的里德学院上大学，在那里开始探索印度佛教，从学生宗教领袖那里学会了如何做推销。在那里读了六个月后，乔布斯决定退学，并且坚信日后会证明这样做是对的。
1974他到印度朝圣，漫游后反而有了新的认识，认为爱迪生对世界的贡献比佛教大师要大得多。于是他回到硅谷参加了沃兹尼阿克创立的自制电脑俱乐部，才有了个人机的面世。
1976年在 20 岁时史蒂夫·乔布斯（Steve Jobs）和沃兹（苹果公司创始人之一Wozon）在乔布斯父母的车库里办起了苹果公司。十年后，苹果公司就从车库里我们两个人发展成为一个拥有 20 亿元资产、4,000 名员工的大企业。
1986年30岁时，乔布斯被自己办的公司解雇了。怎么会被自己办的公司解雇呢？原来随著苹果公司越做越大，苹果公司聘了百事可乐公司的主管John Sculley与乔布斯一道管理公司。随后我俩对公司前景的看法开始出现分歧，最后我俩反目了。这时，董事会站在了John Sculley那一边，所以在30岁那年，乔布斯离开了公司。
从苹果公司被挤出后乔布斯感到失落，但不久就振作起来。他虽然不是技术人员，但却是独具慧眼善于开拓新产品的奇才。1985年9月他卖掉所有苹果股票重新创业，但仍保留有一股以便获得年度财务报告，并用以寄托他对苹果的深情。
乔布斯新建了Next公司，准备开发新一代电脑，同时买下影视动画公司Pixar（后来成为世界最有名的三维动画公司）。
苹果为了要使用Next的新技术，于1996年底用4亿美元收购了Next。但经营不得法，并没有获得应有市场。反而因成本太高造成亏损。设计在线.中国
1997年7月因连续5个季度亏损，最高执行官阿默利欧只好辞职，当时苹果已接近破产边缘，人们又想起了乔布斯，于是在紧急关头他又被聘任为临时总裁兼最高执行长官。（1985年乔布斯被董事会解职，美国电脑产业就进入了高速发展期，康柏和戴尔都在此期间脱颖而出。而作为个人电脑的始祖，苹果却步履蹒跚，十年内它换过3任CEO，年销售额却从110亿美元缩水至70亿美元。）
乔布斯回到苹果后，做的第一件事是缩短战线，把正在开发的15种产品缩减到4种，而且裁掉一部分人员，节省了营运费用。其次，发扬苹果的特色。苹果素以消费市场作为目标，所以他要使苹果成为电脑界的索尼。上任伊始便着手开发iMac，使得电脑非常适合家庭的使用。第三，便是开拓销售渠道，让CompUSA成为苹果在美国全国的专卖商，使Mac机销量大增。第四，调整结盟力量。同宿敌℡☎联系：软和解，取得℡☎联系：软对它的1.5亿美元投资，并继续为苹果机器开发软件。同时收回了对兼容厂家的技术使用许可，使它们不能再靠苹果的技术赚钱。
1998年上半年iMac面世取得成功，苹果扭亏为盈。现在人们谈论的是恢复青春活力后的苹果将会怎样推动电脑事业的发展，而不是苹果行将破产。使苹果起死回生的正是刚43岁的乔布斯。
就在苹果前景一片大好的2004年，乔布斯被诊断患了癌症。一次扫描检查，结果清楚地表明乔布斯的胰腺上长了一个瘤子，确诊这是一种无法治愈的恶性肿瘤，最多还能活 3 到 6 个月。乔布斯做了手术，现在好了。这是乔布斯和死神离得最近的一次，这次经历之后，乔布斯对人生的感悟体会的更加深刻，他说：人的时间都有限，所以不要按照别人的意愿去活，这是浪费时间。不要囿于成见，那是在按照别人设想的结果而活。不要让别人观点的聒噪声淹没自己的心声。最主要的是，要有跟著自己感觉和直觉走的勇气。无论如何，感觉和直觉早就知道自己到底想成为什么样的人，其他都是次要的。求知若渴，大智若愚。这也是乔布斯一直想做到的。
人们认为乔布斯具有技术、管理和文化的三张面孔。在技术方面，他是使电脑成为消费产品的倡导者；在管理方面，他是善于随机应变的企业家；在文化方面，他是电脑文化的革命家。
1985年他被里根总统授予国家科技勋章，1987年获杰弗逊杰出公共服务奖。设 计 在 线 . 中 国
盖茨对乔布斯的评论是：“我不过是乔布斯第二，在我之前，苹果电脑的飞速发展给人以太深的印象。”
苹果的传奇设计
1998年后苹果公司复兴，虽然苹果公司的每个产品几乎都是艺术品级的设计精品，但苹果公司真正的能称得上传奇产品只有两个：这就是 iMac 和iPod，这两个产品真正实现了苹果巨人的复活，使得苹果时代又一次到来了。
Apple's development can be twists and turns. Here's a brief description of his track. On-line design. China
-Steven Wozniak and Steven Jobs two days in high school when the juvenile has become inseparable friends, Wozniak the opportunity to set foot in the field of computer design and in 1976 was designed to become the Apple I computer, attached to uphold the vision of Jobs To try to sell the machine. So on April 1, 1976, Apple has been staged in Shanghai industrial design.
Apple I lukewarm market response. Until Apple II was born in 1977 and made the first commercial after the show attracted attention. Apple's sales increase, the size of the company's design is also natural to expand.
Jobs in -1979 and several other engineers, especially for the visit to Xerox's PARC laboratory, and from there "to steal school" to the graphical user interface technology, and applies it to Apple.
-1980 Years Apple has thousands of employees and products sold around the world, Apple Computer has become a synonym.
-1983, Jobs began to design engaging as the head of Pepsi's John Sculley, Apple's term CEO, that he would prematurely senile apple tree, "Kumufengchun."
-1985 Years Sculley and Jobs differences growing product design, Apple's Jobs had left Apple. Sculley won the industrial design of Apple's absolute leadership.
-1987, Apple released its Mac II, a powerful home computers, on sales of 5 million units. Apple also had a good day for several years.
-1991 In Apple Computer's operating system is: Mac OS, but it's compatible with the popular software and hardware incompatibilities. This greatly hindered its development. This has been very successful marketing strategy, it has now suffered, Microsoft's operating system quickly occupied the majority of the market.
-1993-Year in June from the Scully of their duties. On-line design. China
-1994 Year Apple released its home machine PowerMac. The first Taiwan-based IBM and Motorola to develop high-speed PowerPC processor chip models. However, because of the closure of its marketing strategy, only a small number of manufacturers have been limited technology licensing, it can not very well open up the market. In the face of open-compatible market, Apple's door to talks is tightening customs, the road gets narrower all the time.
Microsoft released WINDOWS95 years -1995, which also added the. Apple has been the advent of winter.
Followed by dramatic happened. Apple a much-needed guide to its bottom out of the way, but has not selected, in the face of Apple's on the verge of death, many are proud of the business away.
-1996 Many years with the support of colleagues in the past, jobs began to play a role in the company to become the de facto leader, known as a "transitional president." At this point, but Apple's shares fell to 5-year low, Jobs faces the greatest challenge ever, to save the beloved Apple.
-1997 Years on November 10, Apple announced the phone and direct sales network of Power Computing, the results of a good market, and then introduced a new model: PowerMacG3
The slow signs of recovery emerge, Apple has finally put an end to the decline in a row to start low-profit quarters. Jobs continue his recovery program as well as the introduction of a true legend of the epoch-making Apple products: iMac (1998 year), iPod (2002)
Apple's legendary founder - Steve Jobs (Steve Jobs)
Apple will have all the legendary development, developed a legendary products, to a large extent be attributed to the company's legendary CEO Steve Jobs (Steve Jobs) - Apple Computer co-founder, and his legend Life from his birth before the talk.
1955 Steve Jobs (Steve Jobs) was born in Silicon Valley, is the mother of a young unmarried graduate student at the school, his mother gave up for adoption. Adoptive parents is a typical blue-collar workers, there is no superior environment.
Jobs, 17-year-old in 1972, he arrived at Reed College in Portland, the largest university, where he began to explore Buddhism in India, where religious leaders from the students learned how to do marketing. Reading, where for six months, Jobs decided to drop out, and firmly believe that the future will prove that to do so.
His 1974 pilgrimage to India, instead of roaming after a new awareness that Edison's contribution to the world is much greater than that of the Buddhist master. So he returned to Silicon Valley, Wozniak participated in the creation of self-made computer club, the only individual machines available.
In the 20-year-old in 1976 when Steve Jobs (Steve Jobs) and Watts (Apple co-founder of Wozon) in the garage of Jobs's parents started the company. Ten years later, Apple from a garage on the two of us develop into a 20 billion worth of assets, 4,000 employees of large enterprises.
30-year-old in 1986, Jobs was running his own company dismissed. Will be how to do their own companies to dismiss it? With the original Apple growing in volume, Apple has been appointed head of Pepsi's John Sculley and Steve Jobs a management company. Then both of us to the company's prospects began to differences, we were the last of the enemies. At this time, the Board of Directors to stand side by John Sculley, the 30-year-old that year, Jobs left the company.
From Apple's Jobs are being squeezed out after the loss, but soon take heart. Although he is not a technician, but it is much the same kind of good at the development of new products Wizards. In September 1985, he sold all the shares of Apple to re-start, but still have reservations in order to obtain an annual financial report and for the sustenance of his deep feeling of Apple.
New Jobs Next the company in preparation for the development of a new generation of computers, video animation at the same time the company bought Pixar (later to become the world's best-known three-dimensional animation company).
Next to Apple's use of new technologies by the end of 1996 to 400,000,000 U.S. dollars acquisition of Next. However, the conduct of law can not and should not have access to the market. Instead, because of high costs caused by a loss. On-line design. China
In July 1997 as a result of 5 consecutive quarter of losses, the highest executive Amoliou had no choice but to resign, then Apple has been on the verge of bankruptcy, people thought of Steve Jobs, so in moments of crisis, he was appointed as interim President and Chief Executive highest Executive. (Jobs in 1985 was dismissed board of directors, the United States on the computer industry has entered a rapid development period, Compaq and Dell have come to the fore during this period. As the ancestor of personal computers, Apple has hobbled, the 10 years it has replaced 3-permanent CEO , From annual sales of 11,000,000,000 U.S. dollars has shrunk to 70 million.)
Jobs returned to Apple, the first thing to do is to shorten the front, and is developing 15 kinds of products were reduced to 4, and part of the staff laid off, saving the cost of the operation. Secondly, to carry forward the characteristics of Apple. Apple to-consumer market as a target, so he must become an Apple computer industry, Sony. At the beginning of his proceeds with the development of the iMac, making the computer is ideal for family use. The third is to open up sales channels for CompUSA in the United States, Apple has become the country's monopoly, so that the increase in sales of Mac machines. Fourth, adjust the strength of an alliance. Reconciliation with the old enemy Microsoft, Microsoft made its 150,000,000 U.S. dollars of investment, and continue to develop software for Apple machines. At the same time, the recovery of the compatible manufacturers permission to use the technology so that they can no longer rely on Apple technology to make money.
Available in the first half of 1998, the success of the iMac, Apple to profitability. Now people are talking about the resumption of youth and vitality after Apple Computer is going to take to promote the development of the cause, rather than Apple will be bankrupt. Apple back to life so that it is just 43-year-old Jobs.
Apple is on a good prospect in 2004, Jobs was diagnosed with cancer. A scan, the results clearly show that the pancreas Jobs on a long-Liu Zi, a diagnosis of incurable cancer, to be alive up to 3-6 months. Jobs has done a surgery and now the good. This is the death Jobs and the nearest time, the experience, Jobs for life experience of the more profound sentiment, he said:'s time is limited, so do not go in accordance with the wishes of the people live, which is A waste of time. Do not put aside their prejudices and it is envisaged that in accordance with the results of other people live. Do not let others point of view of the noisy sound of their voices drowned. The most important thing is, there must follow their own sense of intuition and the courage to go. In any case, feel and intuition have long known their wish to become in the end what kind of person, the others were secondary. Thirsty for knowledge, Dazhiruoyu. Jobs is also always wanted to do.
Jobs that people with technical, managerial and cultural face of the three. On the technical side, he is to become the computer products, consumer advocates; On the management side, he is a good adaptable entrepreneurs; in culture, he is the computer culture revolutionist.
In 1985 he was President Ronald Reagan awarded the National Science and Technology Medal, 1987 by Jefferson Award for outstanding public service. On-line design. China
Gates on Jobs's comments: "I was only the second Steve Jobs, before me, Apple's rapid development in order to give people a deep impression."
Apple's legendary design
After the 1998 revival of Apple, although Apple's products in almost every level of design works of art are all fine, but Apple can truly be called The Legend of only two products: This is the iMac and iPod, these two products to achieve real Apple's revival of the Giants, making Apple once again the arrival of the era.
1、每股市价与每股现金流量之比。
从财报分析，现金流量能够更真实反应企业经营状况，每股价格与每股现金流量比值越小，股票价值越高。如投资者可用企业价值与自由现金流比值（EV/FCF）来评估，苹果公司EV/FCF约为8，几乎是市盈率一半。亦即是说，投资苹果公司股票实际上只需要8元左右就能收回成本，不需要等到15.49年。苹果公司企业价值与自由现金流量高于标准普尔平均值6，这说明该公司股票值得投资。
2、每股市值与美股主营业务收入之比。
收入是评估企业营收的一个指标，但是没有销售就没有收益。营业外收入增加公司利润是有限的，主营业务收入决定公司未来发展方向。股票市值计算有两种方式，第一，流通股本乘以交易价格，第二，交易中个股股票现价乘以股数，以总股本为基数，乘以现阶段市场交易价总和。
按照最新收盘价计算，苹果公司市值约为6770亿美元，比上一个交易日6380亿美元增加约390亿美元。据美国证券交易委员会，全球资产机构贝莱德持有股票数增加到3.22亿股，目前持有约6.1%苹果在外流通股票，以这个估算，苹果流通股票数约为54亿股，每股市值=总市值/流通股票数，6380/54=118
苹果公司最新财季营收784亿美元，服务营收71.7亿美元。每股市值/主营业务收入=118/784。大多数价值导向投资者会选择，每股价格/每股收入小于1的股票，如果该比例小于1，具有投资价值，若该比值大于10，将可能有风险，而这个比例在1.7左右需具体考虑不同行业。一般地，软件公司利润率较高，而零售企业该比例较低。
3、净资产收益率。
巴菲特在投资股票时关注四个财务指标。销售收入增长率，提价能力、公司营业成本、净资产收益率。咱们来看净资产收益率，净资产收益率，就是净利润与净资产之比。
苹果公司最新财季净利润为178.91亿美元，比去年同期183.61亿美元略减少3%。据苹果公司2016年第四财季财报，苹果公司净资产3216.86亿美元，高于前年同期2903.45亿美元。
净资产收益率=净利润/净资产=178.91/3216.86，净资产收益率越高，表明股东投入资本后，创造净利润更多，盈利能力更高。
近年来，苹果公司(AAPL)的 iPhone、iPad和Mac电脑的销售趋势已经转为负面，失去了增长动力。然而，服务部门在过去几年里增长了20%，这为苹果带来了收入。我们相信服务是苹果的未来，因为它们有可能被全世界15亿苹果设备广泛采用。此外，从长远来看，苹果的服务收入预计将以15%左右的速度增长。这种收入增长，再加上服务业务的高利润率，将确保苹果的每股自由现金流继续增长。
在今天的文章中，我们将分析苹果的服务部门，并在独立的基础上确定服务业务的内在价值。
在苹果，服务正变得越来越重要
我们已经讨论了服务和可穿戴设备是如何拯救了苹果公司的。不过，让我们来回顾一下苹果的营收趋势，以理解为什么服务部门对苹果的命运变得至关重要。
随着iPhone、iPad和Mac销量的下降，苹果的收入结构正在发生转变。在上个季度，服务业贡献了约23%的总收入，高于LTM（过去12个月的财务业绩）的约19%。我们认为，从长远来看，苹果会成为一家以服务为中心的公司，它的大部分收入可能来自服务部门。
在过去的几年里，苹果的服务业务是自2013年以来唯一持续增长的业务。拥有15亿台苹果设备的生态系统，服务业务还有很长的路要走。
苹果的未来以服务为中心
苹果拥有一个由产品、服务和配件组成的强大的生态系统。苹果提供的主要服务包括App Store、Apple News+、Apple TV+、Apple Music、Apple Pay、iCloud等。以下是苹果消费者从这些服务中得到的收获:
*应用商店：可访问约200万个应用，包括最好的第三方应用和增强现实体验；
* 苹果新闻和新闻+：最新的新闻；
* Apple TV+：原创系列、电影和纪录片；
* Apple Music：可以从他们喜欢的艺术家那里下载超过6000万首歌曲；
* Apple Pay：安全和私人购买、支付；
* Apple Arcade：无限访问超过100个独家游戏的整个目录；
* iCloud：存储照片、文件和联系人，能够在所有苹果设备上访问内容。
在最近的财报电话会议上，苹果公司宣布，在所有服务中，它有5.15亿付费订阅用户(每季度增加3500万)，并预计本财年将达到6亿。此外，苹果还推出了一款更便宜的iPhone iPhoneSE，该公司称这款手机将让消费者能够使用苹果的产品和服务生态系统。iPhoneSE的推出将扩大苹果的用户基础，并增强潜在的服务市场。
苹果服务收入从2012年的128.9亿美元增长到2019年的463亿美元，复合年增长率为20%。此外,苹果管理层将服务部门的长期收入增长保持在15%左右。
最近一个季度，服务业务获得了大约65%的毛利率，远高于产品的30%。因此，服务收入的持续增长将推高苹果的总毛利率，这也将提高自由现金流利润率。
苹果的服务业务价值何在?
为了确定苹果服务业务的内在价值，以及它对苹果整体价值的贡献，我们将使用L.A. Stevens估值模型。以下是它所需要的:
1. 传统的现金流折现模型使用自由现金流对权益的折现，通过我们(作为股东)的资本成本折现。
2. 包括回购影响的折现现金流模型。
3. 在十年结束时，对未来增长前景的估值正常化。然后，使用今天的股价和10年后的预期股价，我们得到一个复合年增长率。如果这能超过市场，我们就会投资。如果没有，我们等待更好的切入点。
现在，让我们看看结果吧。
假设:
因此，使用保守的估计，我们发现苹果的服务业务价值约为每股138.71美元。现在，这就是为什么苹果的股票一直在上涨的原因。
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