Here is a table of the iPhone business so far (click on the table for larger view):
1. ASP has been increasing. It peaks immediately post-launch. Since it reflects a mix of two SKUs it also shows more early adopters opting from the higher-end model.
2. Gross margin reflects shipping and returns so there will be some improvements through the product cycle. Apple’s cost controls seem to have improved with later generation products.
This new accounting will allow more insight into Apple’s profit capture vs. industry players.
