Tags: apple | iphone | demand | bernstein

Bernstein Brokerage: Apple iPhone X Demand Won't Be Exceptional

Image: Bernstein Brokerage: Apple iPhone X Demand Won't Be Exceptional
(Alexander Kirch/Dreamstime)

Monday, 23 October 2017 03:26 PM

Days before Apple Inc.'s much-awaited iPhone X opens for preorders, a survey by brokerage Bernstein showed that demand for the device will be substantial, but not exceptional, with about a quarter of the respondents planning to buy the phone.

Heightened anticipation around the 10th anniversary iPhone, which opens for preorders on Oct. 27 and begins shipping from Nov. 3, has already dented demand for the just-launched iPhone 8 and 8 Plus.

Apple shares fell last week after reports of iPhone X production delays and weak sales of iPhone 8 models.

"The excitement surrounding the iPhone X appears to be magnitudes higher than actual purchase intent – 48 percent of respondents agreed/strongly agreed that they were 'excited for the iPhone X,'" Bernstein said, citing a survey of 1,112 iPhone owners in the United States, UK and China.

Apple launched iPhone 8 and 8 Plus last month amid muted reception as fans awaited the iPhone X, and a survey by broker KeyBanc Capital Markets had pointed out that older iPhone 7 models outsold iPhone 8.

While it was doubtful how many iPhone users will upgrade to the $999 iPhone X, an overwhelming majority will still choose an Apple device, according to the survey.

"Consumer loyalty to iPhone remains remarkably strong, despite persistent complaints about high prices and worries about declining innovation, with only 3 percent of respondents stating that their next phone would *not* be an iPhone," Bernstein said.

Apple shares were up 0.5 percent at $157 Monday afternoon. 

Meanwhile,  a U.S. judge has ordered a new trial to determine how much Samsung Electronics Co. should pay Apple for copying the look of the iPhone.

U.S. District Judge Lucy Koh in San Jose, California issued her order late on Sunday, 10 months after the U.S. Supreme Court set aside a $399 million award against Samsung, whose devices include the Galaxy.

The three Apple patents covered design elements of the iPhone such as its black rectangular front face, rounded corners, and colorful grid of icons for programs and apps.

Koh’s order is a setback for Apple, which called a retrial unnecessary and said the award should be confirmed. The Cupertino, California-based company did not immediately respond on Monday to requests for comment.

Silicon Valley has closely followed the 6-1/2-year-old case.

Companies such as Facebook Inc. and Alphabet Inc.’s Google have said an Apple win would encourage owners of design patents to sue for huge, unfair awards on products containing hundreds of features that are costly to develop.

The $399 million represented profit from Samsung’s sales of infringing smartphones, though the South Korean company has said it deserved reimbursement if it prevailed in the litigation.

It was part of a $548 million payment that Samsung made to Apple in December 2015.

The legal dispute concerned whether the “article of manufacture” for which Samsung owed damages included its entire smartphones, or only parts that infringed Apple patents.

Without deciding that question, Justice Sonia Sotomayor wrote for the Supreme Court last Dec. 6 that “the term ‘article of manufacture’ is broad enough to embrace both a product sold to a consumer and a component of that product.”

In Sunday’s order, Koh said the jury instructions at the original 2012 trial inaccurately stated the law on that issue.

She said Samsung may have been prejudiced if jurors were prevented from considering whether any infringement covered “something other than the entire phone.”

Apple contended that the jury instructions were “not erroneous,” and said it had proved that Samsung applied its patented designs to its “entire phones.”

Jurors initially awarded $1.05 billion to Apple, which was later reduced.

Samsung, in a statement, welcomed a new trial, calling it “a historic opportunity to determine how the U.S. Supreme Court’s guidance on design patent damages will be implemented.”

The case is Apple Inc v Samsung Electronics Co et al, U.S. District Court, Northern District of California, No. 11-01846.

© 2018 Thomson/Reuters. All rights reserved.

   
1Like our page
2Share
StreetTalk
Days before Apple Inc.'s much-awaited iPhone X opens for preorders, a survey by brokerage Bernstein showed that demand for the device will be substantial, but not exceptional, with about a quarter of the respondents planning to buy the phone.
apple, iphone, demand, bernstein
647
2017-26-23
Monday, 23 October 2017 03:26 PM
Newsmax Inc.
 

Newsmax, Moneynews, Newsmax Health, and Independent. American. are registered trademarks of Newsmax Media, Inc. Newsmax TV, and Newsmax World are trademarks of Newsmax Media, Inc.

NEWSMAX.COM
MONEYNEWS.COM
© Newsmax Media, Inc.
All Rights Reserved