{"id":4870,"date":"2023-06-29T16:20:20","date_gmt":"2023-06-29T14:20:20","guid":{"rendered":"https:\/\/parlonstechs.com\/all\/?p=4870"},"modified":"2023-06-29T16:27:43","modified_gmt":"2023-06-29T14:27:43","slug":"3943-milliards-de-dollars-comment-apple-gagne-autant-dargent","status":"publish","type":"post","link":"https:\/\/parlonstechs.com\/all\/2023\/06\/29\/3943-milliards-de-dollars-comment-apple-gagne-autant-dargent\/","title":{"rendered":"394,3 milliards de dollars : Comment Apple gagne autant d\u2019argent"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-60-1024x576.png\" alt=\"\" class=\"wp-image-4877\" srcset=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-60-1024x576.png 1024w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-60-300x169.png 300w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-60-768x432.png 768w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-60.png 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Apple est l&rsquo;une des entreprises les plus rentables au monde avec un chiffre d&rsquo;affaires de 394 milliards de dollars et des b\u00e9n\u00e9fices de 119 milliards de dollars. Mais d&rsquo;o\u00f9 vient tout cet argent ?<\/strong><\/p>\n\n\n\n<p>Parmi les marques tech, Apple fait figure d\u2019exception, \u00e0 plus d\u2019un titre. Le constructeur am\u00e9ricain est l\u2019une des plus profitables du march\u00e9 des nouvelles technologies. Il faut dire qu\u2019elle propose essentiellement des appareils positionn\u00e9s sur le segment haut de gamme. Surtout, avec un chiffre d\u2019affaires de 394,3&nbsp;milliards de dollars et des b\u00e9n\u00e9fices nets de 119,4&nbsp;milliards de dollars, avant imp\u00f4ts, sur la seule ann\u00e9e&nbsp;2022, il s\u2019agit de l\u2019une des entreprises les plus rentables au monde.<\/p>\n\n\n\n<p>\u00c0 titre de comparaison, les b\u00e9n\u00e9fices de Microsoft sur la m\u00eame p\u00e9riode \u00e9taient de 83 milliards de dollars, ceux de Meta de 28,9&nbsp;milliards, ceux d\u2019Alphabet (Google) de 74,8&nbsp;milliards, ceux de Samsung de 33,4&nbsp;milliards, ceux de Sony de 8,4 milliards et ceux de Xiaomi de 0,5&nbsp;milliard.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les iPhone portent Apple<\/h2>\n\n\n\n<p>Pour comprendre comment Apple parvient \u00e0 gagner autant d\u2019argent, on peut commencer par faire le point sur ses diff\u00e9rentes activit\u00e9s. Dans le cas d\u2019Apple, c\u2019est plut\u00f4t clair. Si la firme propose quelques solutions de services, notamment via sa r\u00e9gie Apple Search Ads, son syst\u00e8me de paiement\u00a0<strong>Apple P<\/strong>ay\u00a0ou ses offres de streaming de s\u00e9rie ou de musique,\u00a0<strong>Apple TV+<\/strong>\u00a0et\u00a0<strong>Apple Musi<\/strong>c, c\u2019est surtout sur la vente de mat\u00e9riel qu\u2019Apple fait la majorit\u00e9 de son chiffre d\u2019affaires.<\/p>\n\n\n\n<p>Pour s\u2019en convaincre, il suffit de jeter un \u0153il aux r\u00e9sultats financiers de l\u2019entreprise en 2022. Le constructeur y d\u00e9taille en partie l\u2019origine de l\u2019argent qu\u2019il a pu g\u00e9n\u00e9rer&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>iPhone : 205,5 milliards de dollars de chiffre d\u2019affaires ;<\/li>\n\n\n\n<li>Services : 78,1 milliards de dollars de chiffre d\u2019affaires ;<\/li>\n\n\n\n<li>Montres, maison et accessoires : 41,2 milliards de dollars de chiffre d\u2019affaires ;<\/li>\n\n\n\n<li>Mac : 40,2 milliards de dollars de chiffre d\u2019affaires ;<\/li>\n\n\n\n<li>iPad : 29,3 milliards de dollars de chiffre d\u2019affaires.<\/li>\n<\/ul>\n\n\n\n<p>Concr\u00e8tement, ce sont donc les\u00a0iPhone\u00a0qui permettent surtout \u00e0 Apple de gagner de l\u2019argent. La division\u00a0smartphones\u00a0de l\u2019entreprise am\u00e9ricaine parvient, \u00e0 elle seule, \u00e0 occuper plus de 52\u00a0% du chiffre d\u2019affaires.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"449\" src=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-56.png\" alt=\"\" class=\"wp-image-4871\" srcset=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-56.png 768w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-56-300x175.png 300w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.msn.com\/fr-fr\/finance\/other\/394-3-milliards-de-dollars-comment-apple-gagne-autant-d-argent\/ar-AA1d6kQb?ocid=hpmsn&amp;cvid=9ee6c14e08a4422fb703bb217c7bacbd&amp;ei=77&amp;fullscreen=true#image=1\"><\/a><a href=\"https:\/\/www.msn.com\/fr-fr\/finance\/other\/394-3-milliards-de-dollars-comment-apple-gagne-autant-d-argent\/ar-AA1d6kQb?ocid=hpmsn&amp;cvid=9ee6c14e08a4422fb703bb217c7bacbd&amp;ei=77&amp;fullscreen=true#image=1\"><\/a><\/p>\n\n\n\n<p>Derri\u00e8re, ce sont les services qui tirent leur \u00e9pingle du jeu, avec 19,6 % du chiffre d\u2019affaires, suivi des\u00a0montres, de la maison et des accessoires. Il faut dire que cette troisi\u00e8me cat\u00e9gorie int\u00e8gre non seulement les\u00a0Apple Watch, mais \u00e9galement les AirPods. Or, si Apple se positionne derri\u00e8re Samsung sur le secteur des smartphones, en nombre d\u2019unit\u00e9s vendues, le constructeur am\u00e9ricain arrive largement en t\u00eate des ventes de montres et d\u2019\u00e9couteurs sans fil\u00a0depuis des ann\u00e9es gr\u00e2ce \u00e0 ces deux produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les marges importantes d\u2019Apple<\/h2>\n\n\n\n<p>Ces chiffres n\u2019expliquent cependant pas le succ\u00e8s de la tr\u00e9sorerie d\u2019Apple. Pour le comprendre, il faut faire la diff\u00e9rence entre le chiffre d\u2019affaires et les b\u00e9n\u00e9fices de l\u2019entreprise.<\/p>\n\n\n\n<p>Le chiffre d\u2019affaires, c\u2019est l\u2019argent gagn\u00e9 par une entreprise. Son b\u00e9n\u00e9fice, c\u2019est cet argent duquel sont soustraites toutes les d\u00e9penses. Il peut s\u2019agir aussi bien du salaire des employ\u00e9s que de l\u2019achat des composants, des frais marketing ou des co\u00fbts li\u00e9s aux cha\u00eenes de production.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"512\" src=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-57.png\" alt=\"\" class=\"wp-image-4872\" srcset=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-57.png 768w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-57-300x200.png 300w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-57-180x120.png 180w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p>Dit plus concr\u00e8tement, les b\u00e9n\u00e9fices ce sont la marge d\u2019une entreprise, ce qu\u2019elle empoche directement de la vente d\u2019un produit. Traditionnellement, plus un produit co\u00fbte cher \u00e0 fabriquer, plus la marge est importante. Pendant longtemps, un constructeur comme Xiaomi a indiqu\u00e9 vouloir\u00a0vendre ses smartphones quasiment \u00e0 prix co\u00fbtant, c\u2019est-\u00e0-dire au prix que cela lui a co\u00fbt\u00e9 de les fabriquer.<\/p>\n\n\n\n<p>De son c\u00f4t\u00e9, Apple fait r\u00e9guli\u00e8rement parler de lui pour ses marges importantes. D\u2019apr\u00e8s les estimations, on peut ainsi compter sur un co\u00fbt de 1509\u00a0dollars pour le<a href=\"https:\/\/parlonstechs.com\/all\/2023\/06\/10\/keynote-apple-vision-pro-le-nouveau-casque-de-realite-augmentee-a-3500-dollars\/\">\u00a0Vision Pro<\/a>\u00a0(43\u00a0% du prix de vente), de 501\u00a0dollars pour l\u2019iPhone\u00a014\u00a0(60\u00a0% du prix de vente) ou de 464\u00a0dollars pour l\u2019iPhone 14\u00a0Pro Max\u00a0(42\u00a0% du prix de vente). Bien s\u00fbr, il s\u2019agit ici de simples estimations plus ou moins fiables et qui ne prennent en compte souvent que le co\u00fbt des composants ou de l\u2019assemblage \u2014 sans la main-d\u2019\u0153uvre, le marketing ou la R&amp;D. N\u00e9anmoins, ces chiffres sugg\u00e8rent des b\u00e9n\u00e9fices particuli\u00e8rement importants pour Apple, de l\u2019ordre de 40 \u00e0 60\u00a0% pour chaque mod\u00e8le vendu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des parts de march\u00e9 trompeuses<\/h2>\n\n\n\n<p>Un dernier point pour s\u2019en convaincre : les parts de march\u00e9. Traditionnellement, les parts de march\u00e9 \u00e9voqu\u00e9s par les diff\u00e9rents instituts se cantonnent au nombre d\u2019unit\u00e9s vendues. Si Samsung a pris 22 % de parts de march\u00e9 dans le monde l\u2019an dernier, et Apple 19 %, c\u2019est parce que 22 % des smartphones vendus dans le monde \u00e9taient de marque Samsung et 19 % des iPhone.<\/p>\n\n\n\n<p>Mais ce chiffre ne refl\u00e8te pas le prix des smartphones et donc la somme touch\u00e9e par chaque constructeur. Si Apple vend des iPhone de milieu de gamme depuis quelques ann\u00e9es, le constructeur est surtout connu pour ses smartphones haut de gamme. A contrario, Samsung et Xiaomi \u2014 respectivement \u00e0 la 1e et la 3\u1d49 place du podium \u2014 font l\u2019essentiel de leurs ventes sur les smartphones accessibles, d\u2019entr\u00e9e et de milieu de gamme.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"761\" height=\"1024\" src=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-58-761x1024.png\" alt=\"\" class=\"wp-image-4873\" srcset=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-58-761x1024.png 761w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-58-223x300.png 223w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-58.png 768w\" sizes=\"auto, (max-width: 761px) 100vw, 761px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>L\u2019institut&nbsp;<a href=\"https:\/\/www.counterpointresearch.com\/global-smartphone-market-declines-14-yoy-q1-2023-apple-records-highest-ever-q1-share\/\" rel=\"noreferrer noopener\" target=\"_blank\">Conterpoint Research<\/a>&nbsp;s\u2019est justement pench\u00e9, au premier trimestre, sur les parts de chiffre d\u2019affaires et de b\u00e9n\u00e9fices des diff\u00e9rents constructeurs. Et lorsqu\u2019on se penche sp\u00e9cifiquement sur le prix des smartphones vendus, le constat est sans appel&nbsp;: Apple arrive tr\u00e8s largement en t\u00eate. Le constructeur am\u00e9ricain engendrerait, \u00e0 lui seul, la moiti\u00e9 du chiffre d\u2019affaires de l\u2019industrie des smartphones. Plus encore, Apple toucherait plus de 80&nbsp;% des b\u00e9n\u00e9fices g\u00e9n\u00e9r\u00e9s par le march\u00e9 des t\u00e9l\u00e9phones, contre un peu moins de 20&nbsp;% pour Samsung et des miettes pour les autres.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les smartphones les plus vendus sont des iPhone<\/h2>\n\n\n\n<p>Pour expliquer comment Apple arrive \u00e0 rafler autant de b\u00e9n\u00e9fices et de chiffre d\u2019affaires sur l\u2019ensemble de l\u2019industrie des smartphones, on peut se pencher sur les mod\u00e8les les plus vendus l\u2019an dernier. L\u00e0 encore, c\u2019est l\u2019institut&nbsp;<a href=\"https:\/\/www.counterpointresearch.com\/top-smartphones-global-2022\/\" rel=\"noreferrer noopener\" target=\"_blank\">Counterpoint Research<\/a>&nbsp;qui nous \u00e9claire en r\u00e9v\u00e9lant que, sur les 10 mod\u00e8les les plus vendus dans le monde en 2022, huit sont des iPhone :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>iPhone\u00a013<\/li>\n\n\n\n<li>iPhone\u00a013 Pro Max<\/li>\n\n\n\n<li>iPhone&nbsp;14 Pro Max<\/li>\n\n\n\n<li>Samsung Galaxy A13<\/li>\n\n\n\n<li>iPhone\u00a013 Pro<\/li>\n\n\n\n<li>iPhone\u00a012<\/li>\n\n\n\n<li>iPhone&nbsp;14<\/li>\n\n\n\n<li>iPhone\u00a014 Pro<\/li>\n\n\n\n<li>iPhone SE 2022<\/li>\n\n\n\n<li>Samsung Galaxy A03<\/li>\n<\/ol>\n\n\n\n<p>Alors que Samsung parvient \u00e0 hisser deux mod\u00e8les dans ce top\u00a010, il s\u2019agit \u00e0 chaque fois de smartphones d\u2019entr\u00e9e de gamme, vendus \u00e0 moins de 200\u00a0euros. Du c\u00f4t\u00e9 d\u2019Apple, tous les mod\u00e8les, \u00e0 l\u2019exception de l\u2019iPhone SE 2022, sont affich\u00e9s \u00e0 un tarif de plus de 700\u00a0euros. Or, plus un smartphone est vendu \u00e0 prix \u00e9lev\u00e9, plus les marges sont importantes pour le constructeur.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"406\" src=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-59.png\" alt=\"\" class=\"wp-image-4874\" srcset=\"https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-59.png 768w, https:\/\/parlonstechs.com\/all\/wp-content\/uploads\/2023\/06\/image-59-300x159.png 300w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p>On peut \u00e9galement compter sur le fait que, contrairement \u00e0 Samsung ou Xiaomi, Apple a tendance \u00e0 proposer un catalogue plut\u00f4t restreint de r\u00e9f\u00e9rences. Au moment d\u2019\u00e9crire ces lignes, la boutique en ligne d\u2019Apple ne propose que 8&nbsp;mod\u00e8les, contre 17 pour Samsung et 28 pour Xiaomi.<\/p>\n\n\n\n<p>Avec aussi peu de mod\u00e8les propos\u00e9s \u00e0 la vente, Apple s\u2019assure de ne pas diluer ses ventes. En rapportant simplement les parts de march\u00e9 des trois constructeurs au nombre de mod\u00e8les propos\u00e9s sur le march\u00e9, Apple atteindrait ainsi en moyenne 2,3 % de parts de march\u00e9 par smartphone quand Samsung se limiterait \u00e0 1,3 % par mod\u00e8le et Xiaomi \u00e0 0,5 %. Par ailleurs, le prix de vente moyen des smartphones d\u2019Apple, bien plus \u00e9lev\u00e9 que ceux de Samsung ou Xiaomi, explique les parts de march\u00e9 mirobolantes de la firme am\u00e9ricaine sur la valeur de l\u2019industrie des smartphones.<\/p>\n\n\n\n<p>En conservant des marges importantes, en limitant le nombre de r\u00e9f\u00e9rences, en se positionnant avant tout sur le haut de gamme et en proposant plusieurs lignes de revenus\u00a0: voil\u00e0 comment Apple gagne autant d\u2019argent.<\/p>\n\n\n\n<p>frandroide<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple est l&rsquo;une des entreprises les plus rentables au monde avec un chiffre d&rsquo;affaires de 394 milliards de dollars et des b\u00e9n\u00e9fices de 119 milliards de dollars. Mais d&rsquo;o\u00f9 vient [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4880,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,197,59,6],"tags":[],"class_list":["post-4870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-smartphone","category-systemes","category-telecom"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>394,3 milliards de dollars : Comment Apple gagne autant d\u2019argent - Parlons Techs - Store<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/parlonstechs.com\/all\/2023\/06\/29\/3943-milliards-de-dollars-comment-apple-gagne-autant-dargent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"394,3 milliards de dollars : Comment Apple gagne autant d\u2019argent - Parlons Techs\" \/>\n<meta property=\"og:description\" content=\"Apple est l&rsquo;une des entreprises les plus rentables au monde avec un chiffre d&rsquo;affaires de 394 milliards de dollars et des b\u00e9n\u00e9fices de 119 milliards de dollars. 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