If you're an analyst on Wall Street covering Apple, yesterday was one of the biggest days of the year for you.
It was the annual event where the tech giant typically unveils its newest edition of the iPhone, a product which accounts for a massive portion of the company's sales.
As Bloomberg pointed out earlier, this year's event was bound to be a bit of a quiet one after the major updates introduced last year (think larger phone and Apple Pay). This time around, the biggest new feature on the two phones announced Wednesday, is something called 3D Touch which enables the phone to know how forcefully someone is touching the screen. This means you can do one thing by touching the screen lightly, and something else by pushing hard.
Other announcements included a larger iPad called the iPad Pro, a new Apple TV, and a software update for the Apple Watch.
Wall Street was a mixed bag on this one, with some analysts coming away fairly impressed and others saying they were underwhelmed.
Here's a quick roundup.
Macquarie's Ben Schachter and John Merrick (Target price $133, outperform)
Overall, more disappointments than positive surprises, but nothing game changing. We are lowering our FY’16 revenue & EPS estimates by 3%. In the NT, the stock will have trouble getting past the tough iPhone comp issue. However, longer-term, we continue to believe that the app ecosystem, smartphone dominance, & innovative new devices in the pipeline should be compelling (based on AAPL’s track record).
Piper Jaffray's Gene Munster and Douglas J. Clinton (Target price $172, overweight)
Today's Apple announcements on the iPhone 6S, new Apple TV and iPad Pro were largely as expected. That said, we believe there is substance in the new products, most notably that the iPhone 6S should have enough appeal, along with the lower price for existing iPhone 6 and Plus, to allow Apple to continue to gain share at the high end of the phone market...the new iPad Pro is incremental but does not change our belief that iPad units will be down 4% in 2016.
Credit Suisse's Kulbinder Garcha (Target price $145, outperform)
The releases point to continued innovation at Apple in hardware, software, and services. The new announcements today further add to Apple's strong product portfolio...
Stifel's Aaron C. Rakers (Target price $150, buy)
As Expected iPhone & iPad Intros; Apple TV = Most Interesting. Add’l Notes: Product Cycle Velocity & China Phone Exports.
FBR Capital Markets' Daniel Ives (Target price not given, outperform)
Coming out of the launch event, we think the Street will be laser focused on if these iterative improvements in the 6s can spur a surge of upgrades across the Apple customer base. With less than 30% of customers upgrading to iPhone 6 to date, coupled by this innovative 6s model, we believe the stage is set for Apple to catalyze growth on the heels of this super-cycle product upgrade for the coming quarters and thus help reverse the negative investor tide (e.g. China) hovering over this "prove me" name. We also believe the iPad Pro is a potential door opener for Apple on the enterprise front that could revitalize growth on this all-important tablet market opportunity as Cook & Co. now focus on cracking the enterprise nut with this new and improved larger iPad.
Citi's Jim Suva (Target price $145, buy)
No change to our estimates. We reiterate our Buy rating on Apple shares and we note the stock trades at ~11x (including net cash of $25, or ~9x excluding cash). We believe tough comps and limited potential sales/EPS upside in the near term may cause some investors to exit the stock thereby providing an attractive entry for long term investors. We expect Apple to outperform its competition on its contribution to industry profits.
Bank of America Merrill Lynch's Wamsi Mohan (Target price $130, neutral)
We attended Apple’s event in San Fran where the company announced a larger screen iPad with support for the new Apple Pencil, iPhone 6S/6S-Plus phones, a new Apple TV set-top box (with Siri voice control and remote). Unlike last year, China is among the first 12 countries where the phones ship, which should help Y/Y compares. It remains to be seen whether the phone can replicate the success of the prior version, and, in our opinion, the larger iPad Pro could be somewhat cannibalistic to Macs.
Jefferies' Sundeep Bajikar (Target price $126 from $130, hold)
Apple's Sep 9 event was largely in line with our and investor expectations. We liked Apple's progress in Watch, iPad, and TV, but were underwhelmed by iPhone 6s. We believe Apple is in early stages of a transition, from iPhone, to Watch, Car, and other new product/service categories. As inflated investor iPhone expectations get lowered, the stock would become incrementally more attractive to us. Maintain Hold.
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