As shareholders of tech stocks like Apple Inc. (NASDAQ:AAPL), Fitbit Inc (NYSE:FIT) and GoPro Inc (NASDAQ:GPRO) know all too well, consumer technology is an all-or-nothing game. That is, if people love a particular device, the underlying stock can soar. If the technology fails to impress, that manufacturer’s stock can tank.
There’s not a lot of in-between results for consumer tech stocks.
With that as the backdrop, here’s a closer look at five names within the consumer technology sector that are about to release products that could make or break their stock … for a while, if not permanently.
Tech Stocks Releasing Make-or-Break Products: Apple Inc. (AAPL)
Apple Inc.‘s (NASDAQ:AAPL) iPhone 7 event went off without a hitch on Wednesday, introducing the news devices just as smoothly as the prior six were unveiled. And, attendees as well as consumers were unsurprisingly impressed. It is, after all, a technological marvel. It’s not like the world hasn’t seen it before, though.
Even with its respectable improvements, the iPhone 7 essentially does the same thing the iPhone 6 does, even if slightly better. It’s going to be tough for most consumers to justify the upgrade when their iPhone 6 works just fine.
Fans and followers of Apple will be quick to defend the company’s recent sales slump, explaining that the iPhone 7 was “the one they were waiting on.” Yet, even before the iPhone 7 was unveiled, consumers were starting to ask if they should wait for what they’re already calling the iPhone 8.
Demand for the iPhone 7 will shed some clarifying light on whether AAPL will ever escape from the trappings of dangling the upgrade carrot so far in front of consumers they never actually get to bite into it.
Tech Stocks Releasing Make-or-Break Products: GoPro Inc (GRPO)
Some observers would likely put the upcoming launch (no pun intended) of GoPro Inc‘s (NASDAQ:GRPO) Karma drone as the make-or-break product for GPRO stock, and to be fair, it will make waves … for better or for worse.
If GoPro is going to succeed or fail though, it’s going to do it on the heels of the more mainstream Hero5 action camera, which some believe will hit store shelves in October.
It’s apt to be a noticeable upgrade from the Hero4, to be sure, with rumors of 8K resolution and a frame rate of 30 fps floating in the air. It may even be able to shoot in 3D.
What remains to be seen is how many consumers will care.
The technology is second to none, but not many people have a need or desire to make high-res digital videos of themselves doing skateboard stunts, etc. If it’s not a hit and sales continue to dwindle for GoPro, the future doesn’t look bright for this almost one-trick pony.
Tech Stocks Releasing Make-or-Break Products: Fitbit Inc (FIT)
Add Fitbit Inc (NYSE:FIT) to your list of tech stocks that desperately need a new product to be a hit with consumers. That new product is the Charge 2, unveiled just a few days ago.
Few would dispute the cleverness of packaging a personal activity and pulse-rate monitor into a watch. Fitbit has done a great job of marketing them too, and most owners who have one of the company’s watches love them. Problem is, the so-called PurePulse technology that tracks heartbeat rate can be alarmingly inaccurate. FIT shares are down more than 60% since that concern and subsequent lawsuits came to a head.
Will the Charge 2 (along with the Flex 2) restore some much-needed credibility with consumers as well as investors? Maybe. The initial looks at the device largely agree it’s better than its predecessor, largely thanks to a bigger display. It also uses the same problematic PurePulse technology earlier versions of Fitbit trackers used though, so it remains to be seen if consumers will balk or buy if the company hasn’t yet proven beyond a shadow of a doubt the technology is accurate enough to heed.
Tech Stocks Releasing Make-or-Break Products: Advanced Micro Devices, Inc. (AMD)
A little over a decade ago, Advanced Micro Devices, Inc. (NASDAQ:AMD) was a big name in chip, and computer processors in particular. And, AMD stock reflected it.
For a handful of reasons though, the rising tide of tablets and smartphones not only didn’t lift Advanced Micro Devices’ boat with it, AMD struggled to hold onto its market share in a shrinking desktop and laptop market …. on the CPU front as well as the GPU front.
That trend may be on the verge of being reversed, however, if the new Zen CPU from AMD has anything to say about it.
It took a lot of time and a lot of work, beginning four years ago. But, it was worth the wait and the effort. The Zen processor is a hefty 40% faster than its predecessor architecture, but doesn’t consume much more power. More important, Zen is well equipped to compete with the popular i7 processor from Intel Corporation (NASDAQ:INTC) … a company that has taken market share, while Advanced Micro Devices’ had devoted time and resources to the development of its new CPU.
We’ll know shortly after the October launch if the decision to focus on research and development rather than releasing modestly improved processors was that right call. That’s when Zen will become available.
Tech Stocks Releasing Make-or-Break Products: Sony (SNE)
Last but not least, add Sony Corp (ADR) (NYSE:SNE) to your list of tech stocks that could be pushed around by an upcoming product launch.
While it would be hyperbole to say Sony is fighting for its life, it wouldn’t be overdoing it to say it’s fighting an uphill battle on most fronts.
As of its most recently completed quarter we learned Sony’ sensor, smartphone and battery businesses were all lackluster. The one true bright spot? Video games, leveraging its PlayStation platform and years of video game experience. Its gaming division saw a healthy year-over-year 14.5% improvement in revenue last quarter.
Now looking to build on that pocket of strength, Sony will soon be introducing what it’s calling a PS4 Pro. The new console will superficially look and act like its predecessor, but performance-wise it’s going to maximize the experience every gamer gets by sensing the kind of television a gamer uses. The PS4 Pro will also adequately power Sony’s new virtual reality hardware and games, giving owners a low-cost foray into that world come October.
It’s going to need that edge too, if it’s to have any chance at keeping a rival product from Nintendo Co., Ltd (ADR) (OTCMKTS:NTDOY) from getting traction with consumers who view the two companies’ technology as an either/or purchase.
If Sony had more going in its favor, the PS4 Pro wouldn’t be so critical. Video games are the only true bright spot in its portfolio right now though.
As of this writing, James Brumley did not hold a position in any of the aforementioned securities.
