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Tech Majors Market Shares Q2 2018 A Tale of Mixed Fortunes

Report by Alistair Taylor, Karol Severin, Tim Mulligan and Zach Fuller
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The 20,000 Foot View:         2018 delivered contrasting milestones for the tech majors with Apple becoming the first company to have a trillion-dollar market capitalisation while Facebook simultaneously saw the single biggest one-day loss in market capitalisation in the history of US stock exchanges. But, as is most often the case with spectacular one-off events, these were merely the manifestation of longer term trends that have been building across previous quarters.

Key Findings

  • Facebook missed some Wall Street estimates and saw        billion wiped of its stock value, while Apple became the first trillion-dollar market cap company
  • Tech majors’        2018 revenue totalled        billion, down from        2018 -        billion, but up        from        2017 and        from        2016
  • Apple’s revenue was        billion for calendar        2018, making it the company’s strongest ever        yet, giving it a tech major market share of       
  • Amazon’s revenue was        billion in        2018, up        from        billion in        2017 giving it a market share of       
  • Alphabet’s revenue was        billion, up        on YoY from        2017, giving it a market share of       
  • Facebook revenue was        billion, up        YoY giving it a market share of       
  • Tech majors’ advertising and services revenue totalled        billion in        2018, up        YoY
  • Advertising and services revenue growth is becoming a progressively larger share of revenue, growing five points, from        in        2016 to        in        2018
  • Services is still the junior partner, representing        of combined advertising and services revenue in        2018, but growing one point a year up from        in        2016
  • In absolute terms though, advertising is contributing most growth, adding        billion between        2016 and        2018 compared to        billion for services
  • Alphabet leads tech major ad market share with        down one point on        2018, followed by Facebook on        up one point and Amazon flat at       
  • Apple leads services market share with        followed by Alphabet on        and Amazon up two points from        2018 to        in        2018
  •        2018 saw Apple’s strategic resets - increased iPhone prices, focus on services – bear fruit
  • Amazon seems primed to eclipse Apple as the world’s most valuable company in terms of market capital and revenue
  • Facebook’s slowing DAU growth in mature markets means it needs to accelerate monetisation of existing users, with messaging app strategy key

Companies and brands mentioned in this report:  Alphabet, Amazon, Amazon Prime, Azure, AWS, Apple, Apple Care, Apple Cloud Services, Apple Music, Apple Pay Calico, Dropbox, eBay, Facebook, Google, Google Play, Google Play Store, Google Ventures, Microsoft, Netflix, PayPal, Snapchat, Spotify, WeChat, Waymo, WhatsApp, YouTube, YouTube Music, YouTube Premium

Note: Throughout this report quarters refer to calendar year quarters.

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