近日，摩根大通发表评论称，苹果在欧洲推行的新收费结构不会直接影响App Store整体收入，且影响程度并不大。据悉，苹果公司为了遵守《数字市场法案》(DMA),改变了在欧盟的经营方式，总体佣金从30%降至17%。然而，对于超过100万次安装的应用，每“首次安装”加收0.5欧元的费用。
摩根大通在投资备忘录中表示，欧洲市场仅占App Store收入的6%,而且每“首次安装”加收0.5欧元的费用可以抵消佣金比例减少。此外，苹果强调新规仅限于欧洲市场，但世界各地的监管机构可能会跟随欧盟的步伐，强制要求采用类似的方案。例如，美国已经“火力全开”，计划对苹果公司的App Store进行反垄断调查。
尽管如此，摩根大通认为这一举措对苹果公司营收的影响有限。这是因为欧洲市场的消费者对于应用内购买的接受度较高，而且苹果公司在欧洲市场的地位较为稳固。因此，即使出现一定程度的收入下滑，也不会对苹果公司的整体业绩产生太大影响。
事实上，苹果公司在欧洲市场的营收主要来自于高端智能手机和配件的销售。而随着智能手机市场的饱和，苹果公司需要通过提供更多的增值服务来保持其在欧洲市场的竞争力。因此，尽管App Store的新规可能会对苹果公司的营收产生一定程度的影响，但这并不会对其整体业绩产生太大的影响。
总之，摩根大通认为苹果在欧洲推行的新收费结构不会直接影响App Store整体收入，且影响程度并不大。尽管如此，苹果公司仍需密切关注欧洲市场的变化，以确保其在全球市场的竞争地位。同时，各国监管机构也应关注这一问题，确保市场竞争的公平性和消费者的利益。
英语如下：
Title: JPMorgan Chase: Apple’s New Regulations in Europe Have Limited Impact on App Store Revenue
Keywords: Apple App Store, JPMorgan Chase, European regulations
News content: Recently, JPMorgan Chase commented that Apple’s new charging structure in Europe will not directly affect the overall revenue of the App Store and the impact is not significant. It is reported that in order to comply with the Digital Market Act (DMA), Apple has changed its business model in the EU, with the overall commission reduced from 30% to 17%. However, a fee of 0.5 euros is charged for each “first installation” of an app that exceeds one million installations.
In its investment memo, JPMorgan Chase said that the European market accounts for only 6% of App Store revenue, and the fee for each “first installation” can offset the reduction in commission ratio. In addition, Apple emphasizes that the new regulations are limited to the European market, but regulatory authorities around the world may follow the EU’s lead and force similar measures. For example, the United States has already “fired on all cylinders” and plans to conduct an antitrust investigation into Apple’s App Store.
Despite this, JPMorgan Chase believes that this move will have a limited impact on Apple’s revenue. This is because consumers in Europe have a high acceptance rate for in-app purchases, and Apple’s position in the European market is relatively stable. Therefore, even if there is a certain degree of revenue decline, it will not have a significant impact on Apple’s overall performance.
In fact, Apple’s revenue in the European market mainly comes from the sales of high-end smartphones and accessories. With the saturation of the smartphone market, Apple needs to provide more value-added services to maintain its competitiveness in the European market. Therefore, although the App Store’s new regulations may have a certain impact on Apple’s revenue, it will not have a significant impact on its overall performance.
In summary, JPMorgan Chase believes that Apple’s new charging structure in Europe will not directly affect the overall revenue of the App Store and the impact is not significant. However, Apple still needs to pay close attention to changes in the European market to ensure its competitive position in the global market. At the same time, regulatory authorities around the world should also pay attention to this issue to ensure fair competition and protect consumer interests.
【来源】https://www.ithome.com/0/747/374.htm
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