In the last quarter of 2012, Apple had 5% of the global PC market and 45% of the profit.
FORTUNE -- Everybody who follows the computer industry knows that Apple's (AAPL) Mac trails far behind its Microsoft (MSFT) Windows-based competitors -- Hewlett-Packard (HPQ), Dell (DELL), Lenovo and the like -- in terms of worldwide PC shipments.
But who knew what the market looked like in terms of economic value?
Leave it to Asymco MOREPhilip Elmer-DeWitt - Apr 16, 2013 2:53 PM ET
Horace Dediu invites us to imagine Google netting fish at the mouth of a giant river
FORTUNE -- Asymco's Horace Dediu on Tuesday posted an edited transcript of the part of his most recent Critical Path podcast in which he described Google's (GOOG) business model through an elaborate extended metaphor.
Think of the company, he suggested, as an enterprise that has strung nets across the mouth of the Mississippi and is trying MOREPhilip Elmer-DeWitt - Apr 10, 2013 7:27 AM ET
A $45 million lawsuit suggests that Samsung also spends a fortune on refrigerator ads.
FORTUNE -- We've learned a couple of things since November when Asymco's Horace Dediu surprised us with his estimate that Samsung spends more on marketing than Apple (AAPL), HP (HPQ), Dell (DELL) Microsoft (MSFT) and Coca Cola (KO) combined.
1. We learned that Dediu's estimate was a few billion dollars short. According to the update he posted Tuesday MOREPhilip Elmer-DeWitt - Apr 4, 2013 8:32 AM ET
Asymco's Horace Dediu has a new way to illustrate Apple's profit-making machinery.
FORTUNE -- The chart above, created on an iPad, may be Horace Dediu's the best graphical representation yet of Apple's (AAPL) business model circa 2012. According to his footnotes, the height of the light blue rectangle representing payments to developers (Dev Payments, lower right) equals $1 billion. When zoomed in on a retina iPad, each pixel equals $50 million.
The chart MOREPhilip Elmer-DeWitt - Mar 27, 2013 8:29 AM ET
A "break even" line item is suddenly generating more than $2 billion in profits per year.
FORTUNE -- Most analysts skipped over it, but ever since January Asymco's Horace Dediu has been trying to wrap his mind around a change in the way Apple reports certain line items. For example, what used to be called "Other related music products and services" is now called "iTunes, Software and Services" and consolidates, for MOREPhilip Elmer-DeWitt - Mar 25, 2013 7:25 AM ET
Apple owned the market for two fleeting quarters, and it may never own it again.
FORTUNE -- In an interview about the impact of Samsung's Galaxy S4 on Apple (AAPL), Anouch Seydtaghi, deputy economics editor for the Swiss newspaper Le Temps, asked Asymco's Horace Dediu what seemed like a perfectly reasonable question:
Q: Can Apple regain the lead in the smartphone market? If yes, how?
Dediu responded, characteristically, with a chart:
A: Apple had leadership in the MOREPhilip Elmer-DeWitt - Mar 15, 2013 12:00 PM ET
And that still leaves most of Samsung's estimated $4 billion ad budget unaccounted for
FORTUNE -- The Wall Street Journal's report Tuesday that Samsung outspent Apple (AAPL) in U.S. smartphone advertising caught some readers by surprise.
The surprise for those who've been followed Horace Dediu's work on Asmyco is that Samsung spent only $401 million promoting its smartphones in the U.S. last year. According to his estimate, that leaves unaccounted for nearly $3.6 MOREPhilip Elmer-DeWitt - Mar 13, 2013 12:43 PM ET
Chart of the week: Horace Dediu follows the money
FORTUNE -- Asymco's Horace Dediu, the master of the tech industry informational graphic, outdid himself with the set of bar charts he posted Friday comparing the revenue and operating income of Google (GOOG), Microsoft (MSFT), Apple (AAPL), Samsung and Amazon (AMZN).
The impetus for "Bits v. Bytes: Follow the money" was the announcement last week of Google's first fully branded hardware product, a MOREPhilip Elmer-DeWitt - Feb 24, 2013 8:00 AM ET
How special are Apple Inc.'s retail outlets?
FORTUNE -- "I don't have very many bad days," Apple (AAPL) CEO Tim Cook told the audience at Goldman Sachs' technology conference Tuesday. "But if I ever feel that I'm dropping down from an excited level, I go and visit a store. It's like a Prozac."
Cook's point was that Apple's retail outlets are not like ordinary stores. "I'm not even sure 'store' is the right MOREPhilip Elmer-DeWitt - Feb 13, 2013 8:17 AM ET
1) iPhone sales are soft. 2) Yields improved. 3) Apple is clearing the way for a new model
FORTUNE -- At least five analysts lowered their Apple (AAPL) price targets in the past few days based on reports that the company reduced some iPhone supply chain orders for early 2013: UBS' Steve Milunovich (to $700 from $775), Citi's Glen Yeung ($575 from $675), Canaccord's T. Michael Walkley ($750 from $800), Mizuho's Abbey Lamba ($600 MOREPhilip Elmer-DeWitt - Dec 17, 2012 11:06 AM ET
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