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????蘋果最新季度財(cái)報(bào)發(fā)布之后，讀者肯定會(huì)看到大量評論,，試圖將蘋果公司（Apple）營收下降歸結(jié)于一些模棱兩可的原因,，比如全球宏觀經(jīng)濟(jì)環(huán)境持續(xù)惡化,，史蒂夫?喬布斯過世等，或者把這視為蘋果公司增長放緩的信號,。

????不了解蘋果公司的人肯定會(huì)認(rèn)為,，全球經(jīng)濟(jì)增長前景堪憂，蘋果公司最終還是不得不屈從于現(xiàn)實(shí),，而且隨著公司靈魂人物的離世,，蘋果的好日子已經(jīng)到頭了。他們會(huì)認(rèn)為蘋果公司第四財(cái)季出現(xiàn)的營收下降是一個(gè)明確的警告信號,，表明公司的股票已經(jīng)達(dá)到最高點(diǎn),，之后只會(huì)不斷下降，投資者必須做好準(zhǔn)備,。

????首先,，這些論調(diào)純屬一派胡言。凡是說蘋果公司已過巔峰,，將走下坡路的人,，根本不了解公司的運(yùn)營或財(cái)務(wù)狀況：不出三年時(shí)間，蘋果擁有的現(xiàn)金總量就將超過它的市值,。

????按2012年的盈利預(yù)期計(jì)算,，公司股票市盈率為8倍，而且沒有負(fù)債,；如果來年收回預(yù)期的1,500億美元現(xiàn)金,，則市盈率僅為5倍。別忘了,，我們談?wù)摰目墒且患夷晔找嬖鲩L率為80%的公司,。

????問題是，如果蘋果公司表現(xiàn)如此優(yōu)異,，又怎么會(huì)出現(xiàn)收入下降呢,？史蒂夫?喬布斯剛剛離世，蘋果公司就出現(xiàn)了2004年以來的首次下降,，這是不是有些蹊蹺,？上個(gè)季度，蘋果公司的表現(xiàn)還超出華爾街的預(yù)期33.6%,，這還是同一家蘋果公司嗎,？

????實(shí)際上，蘋果還是那個(gè)蘋果,。收入的下降與“增長放緩”,、史蒂夫?喬布斯離世，或者全球宏觀經(jīng)濟(jì)環(huán)境沒有任何關(guān)系,。那么,，原因到底何在,？

????蘋果公司上周二公布的收入下降其實(shí)只不過是因?yàn)榉治鰩熯^度糾結(jié)于他們的預(yù)期。蘋果公司每個(gè)季度都會(huì)超出自己制定的營收指標(biāo)12% - 18%,。自從蘋果公司于2009年修改會(huì)計(jì)標(biāo)準(zhǔn)之后,，公司股票收入始終高于營收指標(biāo)12% - 18%，浮動(dòng)區(qū)間保持在6%以內(nèi),。

????分析師基本都明白這一點(diǎn),，并且，他們的預(yù)期幾乎都比蘋果公司的營收指標(biāo)高出5%到10%,。這樣一來,，要想超出分析師的預(yù)期，蘋果公司就要做得更多,，而且這種情況會(huì)不斷重復(fù),。只要蘋果能夠做到，這種“增長神話”就不會(huì)露出破綻 —— 即便這套算法根本沒什么道理可言,。

????本季度,，蘋果公司超出營收預(yù)期13.08%。實(shí)際上,，這一增長幅度,，遠(yuǎn)遠(yuǎn)超過蘋果在2010年第4財(cái)季與2011年第2財(cái)季的表現(xiàn)。而且,，這也恰好屬于12% - 18%的正常幅度,。

????從蘋果的角度來看，公司之所以提出250億美元的營收指標(biāo),，是因?yàn)楣痉浅Ｇ宄?，這個(gè)季度是過渡時(shí)期。公司在電話會(huì)議中也對分析人士解釋,，這是一個(gè)過渡季,。但即便如此，公司的表現(xiàn)一如既往地優(yōu)秀,，超出營收指標(biāo)13.08%,。

????因此，分析師對自己的估算如此執(zhí)著,，并不是蘋果公司的錯(cuò)。蘋果公司的表現(xiàn)始終如一,，其實(shí)際營收超出指標(biāo)的幅度仍在12% - 18%的范圍之內(nèi),。

????You're going to come across quite a bit of commentary today that will try and pin Apple's earnings miss to some vague notion of the weakening global macroeconomic environment, to the death of Steve Jobs or to the beginning of a general slowdown at Apple.

????Those who know very little about the company will try to argue that Apple has finally succumbed to intensifying global growth concerns, and that without its master chief architect, Apple's best days are now behind it. They will point to Apple's fiscal fourth quarter miss as a clear warning sign that the stock has peaked and that all investors have to look forward to is lower prices from here.

????First of all, these arguments are total nonsense. Anyone who says that Apple (AAPL) has topped or that it cannot go any higher has zero working knowledge about the company or its financials. The company is going to have more cash than its entire market cap in less than three years.

????The stock is trading at only 8 times its calendar 2012 earnings, has no debt and if you back out Apple's expected cash of $150 billion next year, then it is only trading at 5 times next year's earnings. You're talking about company that's growing its earnings at 80% a year.

????So this raises the question. If Apple is so amazing, then how can the company miss? Isn't it sort of curious that the minute Steve Jobs departs this earth, Apple misses for the first time since 2004? Is this the same Apple that tends to beat Wall Street expectations by 33.6% like it did last quarter?

????The fact is that nothing about the company has changed. Almost none of this earnings miss has anything to do with "slowing growth," Steve Jobs or the global macroeconomic environment. But if it's not slowing growth, then what can it possibly be?

????Apple's big miss on Tuesday was the inevitable result of analysts getting too carried away with their expectations. Every quarter Apple tends to beat its own revenue guidance by a range of 12%-18%. Since Apple changed its accounting standards back in 2009, the stock has consistently beaten its revenue guidance in that tight 6% range between 12%-18%.

????Analysts for the most part have come to understand this and have tended to offer a consensus that is between 5% and 10% above Apple's revenue guidance. That way, Apple has plenty of room to beat those expectations and the game goes round and round. As long as Apple beats, the growth story is in tact -- even though such math doesn't even make sense.

????This quarter, Apple beat its revenue expectations by 13.08%. That was actually a bigger beat than the earnings beat Apple delivered on its revenue guidance in fiscal Q4 2010 and in fiscal Q2 2011. It also falls within the normal range of 12%-18% that we've seen over the past several years.

????From Apple's perspective, it gave guidance of $25 billion in revenue because it knew that this was a transition quarter, it explained that this was a transition quarter in the conference call, and it delivered a 13.08% beat -- which is what it normally does.

????Thus, it's not Apple's fault that analysts got too carried away with their estimates. Apple was consistent – it delivered a beat that was within a 12%-18% range of its guidance.