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MacBook Refresh Good For Apple's Ecosystem

MacBook Refresh Good For Apple's Ecosystem

Apple Inc. (NASDAQ: AAPL) introduced a new user interface as the focus of the MacBook Pro refresh.

UBS’ Steven Milunovich maintains a Buy rating on the company, with a price target of $127.

MacBook Refresh

“The focus of the MacBook Pro refresh was Touch Bar, a touch screen-style interface replacing the function keys at the top of the keyboard. The Touch Bar display changes depending on the application in use,” Milunovich mentioned.

The analyst believes Apple’s ability to create new user experiences has been the key to the company’s success, and he expressed optimism regarding innovation in new ways to interface with Apple products.

The other features included in the MacBook Pro refresh include a lighter, all-metal form factor, along with new processors and four Thunderbolt 3 ports.

However, Milunovich noted that since Mac represented 11 percent of Apple’s revenue and 7 percent of profit, the refresh was unlikely to have any significant impact.

New TV App

The company also announced a new app for Apple TV, named “TV.” The app aggregates content from different sources at one place and is accessible on Apple TV as well as other iOS devices.

“Regardless of whether Apple acquires content, the TV app enables Apple to control the UX, an important aspect for keeping users within the Apple ecosystem,” Milunovich stated.

Latest Ratings for AAPL

Jul 2019MaintainsNeutral
Jul 2019UpgradesMarket PerformOutperform
Jul 2019MaintainsNeutral

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