“According to Gartner, Mac market share increased from 5.1% in 4Q 2006 to 12.7% in 2013, whereas its global ex-U.S. market share went from 1.15% to 3.68% over the same period,” Research and Value writes for Seeking Alpha. “This has been an exceptional performance by the Mac division despite well publicized in the press challenging overall PC market. A more qualitative sign of the strategy working with respect to Mac division, is the so called Halo effect, to which the management has referred to multiple times. Halo affect means consumers purchasing multiple different Apple devices after they have purchased one. For example, once a consumer gets introduced to iPhone, she may then decide to also purchase Mac, or vice versa.”

“Despite rather difficult PC environment, Mac has done quite well due to its market share gains, while also stemming ASP decline since 2009,” Research and Value writes. “Therefore, key question here is, how will Mac market share dynamic develop say over the next 5 years?”

“Given the new Mac operating system Yosemite, which focuses on better integrating iPhone, iPad and Mac experience, it is possible that Mac market share gains may actually accelerate. Furthermore, computer operating systems have a tendency of gaining momentum, as their adoption spreads,” Research and Value writes. “Mac could generate incremental revenue run rate of $7.7BN to $14.9BN… These figures would mean a 34% to 67% growth of Mac revenue in 5 years, to an annual total Mac revenue run rate of $30BN to $37BN.”

Read more in the full article here.

MacDailyNews Take: Continuity puts Apple’s Halo Effect on steroids.

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