Listen up retards. Do you happen to feel regret because you always think “ohhh if I yoloed my savings on TSLA/AMD/NVDA 🚀 leaps years ago I could be rich by now!!!”
Well if you didn't know already, it doesn’t really matter what happened in the past. Hindsight will always be 20/20. You shouldn’t be harsh on yourself on your past self that your past self wasn’t retarded enough to yolo their savings into AMD/TSLA/.... Your past self doesn’t have the same knowledge that your current self has. It’s fine. If you judged those stocks with the best DD you could do at the time and didn’t think they were worth it, then you did a good job.
If you always think about what you could/should have done in the past, then you don't have the right attitude to play the stock market casino imho.
The single most important thing is to be able to look ahead. There are always plenty of opportunities around. There are thousands of rockets that are still on earth right now. Some may depart this year, others will stay a little longer on earth. The true strength lies in being able to identify those rockets with the knowledge you have right now. And if you still miss most rockets that will take-off this year that's fine, maybe you'll learn, get better and you'll do better next year.
Now, what if I told you there’s a big rocket that’s parked right right here on earth and it has decent chance for take-off this year? Maybe it won't quite reach the moon this year yet, but hey leaving the exosphere should already be a cool milestone.
It has rock-solid fundamentals and will see lots of growth in the following years/decade.
It’s a company that has the fundamental technology to power all the computer vision tech, which is bound to boom this decade.
The company we’re talking about is of course Sony, and it is extremely undervalued right now.
Its P/E is only 14. They have a P/S of 1.65, a PEG of 0.92 (< 2 is already somewhat exceptional for a company/conglomerate of Sony’s size, under 1 is a steal)
Much lower than all of its same-sector peers. This indicates significant undervaluation.
Next up Sony has a P/CF 13.2, ROE of 20% (S&P 500 average is 14% which would already be considered pretty good. 20% ROE is excellent), PEGY of 0.89, P/B of 2.65 and finally Sony has $41.6B in cash on hand. This makes Sony one of the cheapest tech/entertainment/EV/semiconductor growth stocks you will find on the market.
(ROE of 20% + PEGY of 0.89 + PEG of 0.92 means this company is a growth stock based on the numbers alone, but we’ll dig into the actual company and overall outlook in a moment)
I challenge all retards to find a company with similar benchmarks in one of the mentioned sectors, seriously.
Quite frankly doing this DD honestly blew my mind. I kept looking everywhere for reasons why the company could be so undervalued and why they may struggle in the future. Very important to look at all the challenges the company faces to make sure I’m not just doing confirmation bias DD. But all I could find was the opposite. After several weeks and months of working on this DD, I can only conclude that it is overall a very solid company for a bargain price. The new CEO is taking the company in a great direction imho and I'm begin to think he could be Sony's Satya Nadella.
So if you want some easy tendies, maybe consider $SNE while it is still cheap, I’d say.
For the autists out there who care about analyst ratings, SONY ($SNE) currently has 18 BUY ratings, 2 OVERWEIGHT, 4 HOLD and 0 SELL. (= analyst consensus is a STRONG BUY). Very little analysts cover this stock compared to other entertainment/tech companies, so this adds to my assertion that the stock is very much under the radar. Which means you have time to get in before it gets noticed by the larger investing world and before it starts to get a more fair valuation (P/E of around 30 would be more fair for this company I think, but still cheaper than many same sector peers). But, anyway the few analysts who do happen to cover this company are basically all saying it’s an instant-buy at its current price.
Most boomer investors still think big Japanese tech companies are dinosaurs that have long been surpassed by China, South Korea and Apple etc ages ago. Young boomers may think Sony = PlayStation and that it's it. But the truth is that PlayStation, while very important (about 24% of Sony's total revenue last year), is a part of a larger story.
Lots of investors in general associate Sony with the passé Japanese electronics companies from the 80’s and the 90’s. Just like a lot people may think BlackBerry is a struggling phone company.
While Sony may not be the powerhouse in consumer electronics it was in the 80’s and the 90’s, in a lot of ways they are more relevant than ever before. Despite being a well-known brand and being known as the company behind PlayStation, for some reason its stock still seems to be under the radar among both retail and institutional investors. And boy, are they mind-blowingly undervalued. Even if a big part of its business would collapse tomorrow, they would still be slightly undervalued. And I am about to tell you why.
(& btw compared to Japanese tech/entertainment stocks $SNE is still super cheap (Canon, Nikon, Toshiba, Sharp, Panasonic, Square Enix, Capcom, Nintendo, Fujitsu all have P/E ratios ranging from 18 to 77 and none of them have the combination of global clout, fundamentals & growth prospects that Sony has))
2021 Sony as a corparation is not the fucking Sony from 2005-2015’s, just like BlackBerry in 2021 is not the fucking Blackberry from 2012. Just like Garmin in 2021 is not Garmin from 2011. Just like AMD in 2021 is not AMD from 2012.
No, in 2021, Sony is the global leader in imaging technology and people do not fucking realize it. Sony has 50% marketshare in the CMOS image sensor market. There’s a very good chance the smartphone in your pocket has Sony image sensors (unless it’s a Samsung phone). Sony image sensors are powering a big part of today's vision/camera technology. And they will power even more of tomorrow's computer vision tech.
In 2021, Sony is a behemoth in video games, music, anime, movies and TV show production. Sony is present in every segment of entertainment. Sony’s entertainment branches have been doing great business over the past 5 years, especially music and PlayStation. Additionally, Sony Pictures has completely turned around.
In 2021, Sony is the world’s biggest music publisher (and second biggest music company overall). Music streaming has been a boon for Sony Music and will continue to be.
In 2021, Sony is among the biggest mobile gaming companies in the world (yes, you read that right). And it’s mainly thanks to one game (Fate/Grand Order) that nets them over $1B revenue each year. One of the biggest mobile gaming companies + arguably biggest gaming brand in the world (PlayStation).
In 2021, Sony is an EV company. They surprised the world when they revealed their “Vision-S” at CES 2020. At the reception was fantastic. It is seriously one of the best looking EV’s. They already sell sensors to Toyota. Sony will most like sell the Vision-S's tech to other car manufacturers (sensors for driving assistence / autonomous driving, LiDAR tech, infotainment system).
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40 sensors in the Sony Vision-S
Considering the overwhelmingly good reception of the Vision-S so far, I suspect the Vision-S could be another catalyst that will put Sony as a company on the radar of investors and consumers.
We've seen insane investment hype for anything even remotely related to EV over the past year. We've seen a company that barely had a few EV design concepts (oh wait, they had a gravity-powered truck though) even get a $30B market cap at some point lmao.
But somehow a profitable company ($SNE) that has an EV that you can actually drive, doesn't even have a fair valuation?
In 2020’s Sony’s brand value is at their highest point since 12 years. In 2021, it is projected to be a its highest point since 2001 assuming same growth as average yearly growth from 2015 to 2020. Keep in mind brand valuation is a bit bullshitty as there’s no standardization to compare brands from different sectors, let alone non-consumer-facing brands with consumer-facing brands. But one thing we can note is that Sony both as B2C brand and as a B2B company is on a big upwards trend.
https://interbrand.com/best-global-brands/sony/
https://careers.uw.edu/blog/2020/03/17/these-are-the-10-biggest-video-game-companies-in-north-america-shared-article-from-zippia/
In 2021, Sony is an entertainment behemoth. They have grown their entertainment branches by a huge amount over the past 5 to 10 years (they made some big acquisitions in the music space especially and they’re now also all-in in anime). I don’t think people realize how big Sony is as an entertainment company. I dug up the numbers and as of Q3 2020, PlayStation is the second biggest video game company in the world (Tencent is #1) in revenue (I suspect Sony might dethrone Tencent after Sony’s FY Q3 2020 is released). But Sony already comes very close to Tencent especially if you add Fate/Grand Order (which is under Sony Music and not under PlayStation) under PlayStation.
There’s no single other company that has this unique combination of a dominant/important position in all entertainment segments. (video games + music + movies + TV series + anime + TV networks). I guess Tencent maybe?
In 2021, Sony has amazing momentum in the camera space. If you’re familiar with the enthusiast photography space, you should know this. Basically, the market is slowly shifting from SLR to mirrorless cameras. This is because mirrorless cameras tend to smallelighter, have faster AF, better low light performance, better battery life and better video performance. Sony is the company that has been specializing in the development for mirrorless cameras for over a decade while Canon’s bread and butter has always been SLR cameras. Sony is in the lead when it comes to mirrorless cameras and that’s where the market is shifting towards. Because the advantages of mirrorless have become more and more apparent and Sony’s cameras have become technically superior, Sony has gained quite a bit of market share over Canon and Nikon in the last few years. In 2019, Sony overtook Nikon as the #2 camera manufacturer. Sony is in an upwards trend here. (they have the ambition to become the world’s #1 camera brand) Sony also has very good marketing for their cameras. (Sony has a lot of YouTubers / influencers / brand ambassadors for their cameras despite being a smaller brand than Canon)
(just search on YouTube and/or Google “switching to Sony from Canon” just to give you an idea that they do have amazing brand momentum in the camera space. You won’t get as many hits for the opposite)
A huge portion of Sony’s profit comes from image sensors in addition to music and video games. This is in addition to their highly profitable financial holdings division & their more moderately profitable electronics division.
Sony’s electronics division, unlike other Japanese brands, has shown great resilience against the very strong competition from China & South Korea. They have been able to maintain their position in the audio space and as of 2020 are still the global market leader in high-end TV’s (a position they have been holding for decades) and it seems they will continue to be able to maintain that.
But seriously this company is dirt-cheap compared to any of its peers in any segment and there’s various huge growth prospects for Sony:

• CMOS image sensors & Sony’s overall imaging prowess will boom due to increased demand from automotive sector, security & surveillance industry, manufacturing industry, medical sector and finally from the aerospace & defence industry. On the longer term, image sensors will continue to boom due to increased demand for computer vision & AI + robotics. And for consumer electronics demand will remain very high obviously.
• Sony is aiming for 60% market share in the CMOS image sensor market by 2026. Biggest threat here is Samsung here who have recently started to aggressively invest in image sensors and are challenging Sony. Sony has technological lead + higher production capacity (and Sony will soon open a new plant in Nagasaki), so Sony should be able to hold off Samsung.
• The iPhone 12 Pro has 3 cameras + a lidar sensor. Apple now buys 3 image sensors (from Sony) + LiDAR sensor (from Sony) per iPhone 12 Pro they manufacture. Remember the iPhone X and iPhone XS? That one had “only” 2 rear cameras (with image sensos from Sony of course). Basically, Sony will be selling exponentially more image sensors as more smartphones get equipped with more and more cameras.
• Now think about how many image sensors Sony can sell to Apple if the iPhone 13 will have 5 cameras + LiDAR sensor (I mean the number of cameras on smartphones certainly won’t decrease)
• Gaming (PS5 hype, PSN game sales are booming, add-on content is booming, PS+ subscribers count is booming and finally PSNow & first-party games sales are trending upwards as well). Very consistent year-on-year profit & revenue growth here. They have a history of beating earnings expectations here. The number of PS+ subscribers went from 4M to 48M in just 6-7 years. Investors love to hype up recurring revenue and subscription services such as Disney+ and Netflix. Let’s apply the same logic to PS+? PS+ already has more subscribers than HBO Max in the USA.
• PlayStation (video games in general) has not even scratched the fucking surface. Most people who play video games now are millennials and kids. Do you think those millennials will stop playing video games when they grow older? No, of course not. Boomers today also still watch movies and TV. Those millennials have kids and those kids are now also playing video games. The kids of those kids will also play video games etc. Basically the total addressable audience for video games will by HUGE by the end of the decade (and the decades after that) because video games will have penetrated all age ranges of the population. Gaming is the fastest growing segment of the whole entertainment business. By a large margin. PlayStation is obviously in a great position here as you can guess from the PS5 hype, but more importantly imho, the growth of PS+ subscribers (currently a bit under 50 million) and PSN users (>100 million MAU) over the past 5 years shows that PlayStation is primed to profit from the audience growth.
• On top of that you have huge video game growth in the China where Sony & PlayStation is already much better established than Xbox (but still super small compared to mobile games and PC gaming in China). Within the console market, Xbox only competes with PlayStation in North America. In the rest of the world, PlayStation has an enormous lead over Xbox. Xbox is simply a lesser known and lesser desirable brand in the rest of the world
• Anime streaming (basically they have a monopoly already + vertical integration, it might still be somewhat niche right now, but it will be big within 5 years. Acquiring Crunchyroll was a very good move)
• Music streaming (no, they don’t have a music streaming service, but as music streaming grows, Sony Music also gets a piece of the growing pie through licensing/royalties, and they also still have a little 2.8% stake in Spotify)
• Apple, Amazon, Netflix, AT&T and Disney are currently battling it out in the streaming wars. When there’s a war you have little chances of winning, you shouldn’t be the one waging the war. You should be the one selling the ammo. Basically Sony Pictures (tv shows + movies) is in that position. Sony Pictures can negotiate good prices for their content because Apple, Amazon, Netflix, AT&T are thirsty for content and they all want their own exclusive content. Sony Pictures does not need to prop up their own streaming service just like Sony Music doesn’t need their own music streaming service when they can just license out their content and turn a profit. There will always be demand for TV & movies content, so Sony Pictures is well positioned is as an independent content provider. And while Apple, Amazon, Netflix, AT&T and Disney are battling it out on the forefront, Sony is quietly building their anime empire in the background. Genius business move from Sony here, seriously. They now have anime production & distribution.
• Netflix has 200M subscribers and they currently have a 250M market cap. Think about what Sony will have in 5 years? >30M Crunchyroll subscribers (assuming all anime will be consolidated into Crunhyroll) & >100M PS+ & PSNow subscribers? Anime and gaming is growing faster than movies and TV shows. (9% CAGR for anime, 12% CAGR for gaming vs. 5% CAGR for the whole movies & TV show entertainment segment which includes PVOD, SVOD, box office, TV etc etc). And gaming as a whole is MUCH bigger than SVOD streaming. Netflix gets 99% of their revenue & profit through subscriptions. For the whole Sony Group Corporation, their subscription services (games + anime) it’s currently only 4.5% of their total revenue. And somehow Sony currently has a meagre $128B market cap?
• PlayStation alone is bigger than Netflix in terms of operating profit. PlayStation has a MUCH higher profit margin than Netflix. For Q3 2020 Netflix posted $790M operating profit and PlayStation posted $988M operating profit. Revenue was was $6.44B for Netflix vs. $4.77B for PlayStation. (and btw Sony’s mobile gaming revenue (~$1B / year) is under Sony Music, it is not even in those PlayStation numbers!!!)
• Think about it. PlayStation alone posts bigger operating profit than Netflix (yes revenue is bit smaller, but it’s the operating profit that matters most). And gaming is growing faster than movies. And PlayStation is about 24% of Sony’s total revenue. And yet Netflix has a market cap that is equal to the double of Sony's market cap? Basically If you apply Netflix’ valuation to PlayStation then PlayStation alone should have a bigger market cap than Netflix' market cap.

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PS+ growth and software digital ratio growth
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• Sony Vision-S & autonomous driving tech (selling sensors + infotainment system to other car manufacturers). Sony surprised everyone when they revealed their Sony Vision-S electric vehicle last year at CES 2020 (in-house design and made in cooperation with Magna Steyr). And it’s currently being tested on public roads. Over the past year we have seen absurdly big investment hype into anything even remotely related to EV’s (including a few questionable companies). We’ve even seen an EV company with a gravity-powered truck get a $30B market cap in June last year. Meanwhile Sony, out of nowhere, revealed what is arguably (subjectively) one of the best looking EV’s. It got very positive reception at CES 2020. An EV that you can actually drive. But somehow their stock is still dirt-cheap based on their current fundamentals alone? Yet some companies that had pretty much nothing but some EV design concepts got insane valuations purely due to hype?
• LTE chips for IoT & Industry 4.0 (Altair Semiconductors)
• Cross-media IP (The Last of Us show on HBO, Uncharted movie etc). Huge unrealized potential synergy here (it’s about to change). We have seen that it can turn out super well when you look at The Witcher, Sonic the Hedgehog and Detective Pikachu. When The Witcher released on Netflix, sales of The Witcher 3 significantly increased again. Imagine the same thing, but with Sony IP’s. Sony Pictures is currently working on 7 video game IP based TV shows and 3 movies. We know The Last of Us tv series is currently in production for HBO. And then the Uncharted is currently in post-production and scheduled to be released in July this year currently. If Uncharted turns out to be successful, it will mark a big, new milestone for Sony as an entertainment company imho.
• Aniplex (Sony Music Entertainment Japan subsidiary for anime production, distribution & mobile games) had a fantastic year in 2020. (more on this later) There is a lot of room for mobile games growth with Aniplex. Thanks to Aniplex, Sony might beat their earnings forecast.
• Drones. DJI just got put on Entity List in USA and Sony started developing drones for prosumer / professional a few years ago. Big opportunity for Sony here to take a bit from DJI’s dominance. It only makes sense for Sony to enter the drone market targeting the professional & prosumer video market, considering Sony’s established position in the professional audio/video/photography space
• Currently Sony also has several ventures & investments in AI & robotics
• Over the past decade, Sony has also carefully expanded into medical equipment tech & biotechnology. Worth noting that Sony also has an important 33% stake in M3 inc (a medical services through-the-internet company with a market cap of $65.5B) (= just their stake in M3 Inc is worth $22B alone, remember Sony, with their large, diversified revenue streams & assets only has a market cap of $128B?)
• Sony Pictures has a great upcoming movie slate (MCU Spider-Man, Uncharted, Ghostbusters: Afterlife, Venom 2, Morbius, Spider-Verse sequel, Hotel Transylvania 4, Peter Rabbit 2, Vivo, The Nightingale). They will profit from the theatre reopening and covid recovery. They may even become more favourable among movie theatre chains because they won’t release their movies on the same day on streaming services like Warner (and yeah movie theatres are here to stay, at least for a while imho)
• All the above comes on top of established, mature markets (Financial Holdings & Electronic Products)
• Oh yeah, btw though TV’s are a cyclical and mature market and are not that important for Sony Group Corporation’s bottomline*, Sony TV’s will continue to do well for the following successive years: o 2020: continued pandemic boost

1. 2020-2021: PS5 / Xbox Series X/S
2. 2021 Summer Olympics (tv sales ALWAYS spike during the olympics) (& the effect is more pronounced for high-end TV’s, = good for Sony because Sony’s market share is concentrated in the high-end range (they are market leader in the high-end range)
3. 2022 FIFA world cup (exact same thing as for the olympics)
4. You could say it’s already priced in, but the stock is already ridiculously undervalued so idk…

You would think this company somehow has a bad outlook, but that could not be further from the true, let me explain and go over some of the different divisions and explain why they will moon:
Sony Entertainment
While Netflix, Disney, AT&T, Amazon, and Apple are waging the great streaming war, Sony has been quietly building its anime streaming empire over the past years.

• Sony recently acquired Crunchyroll for $1.175B (it is a great deal for Sony imho and will immediately be more valuable under Sony. Considering the growing appetite for anime I honestly do not even understand why AT&T sold it, they could have integrated it with their other streaming service (HBO Max) but ok)
• With Crunchyroll Sony now has the following anime empire:
• Aniplex (anime production & distribution, subsidiary of Sony Music Entertainment Japan) F
• Funimation
• Manga Entertainment UK (production, licensing, and distribution, UK)
• Wakanam (licensing and distribution in Europe)
• AnimeLab (licensing and distribution in Australia & New Zealand)
• Crunchyroll (3 million paying subcribers, 90 million registered users and 50 million social media followers)

* Why anime matters:
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Anime growth
“The global size is expected to reach USD 36.26 billion by 2025, registering a CAGR of 8.8% over the forecast period, according to a study conducted by Grand View Research, Inc. Growing popularity and sales of Japanese anime content across the globe apart from Japan is driving the growth”
(tl;dr anime 🚀🚀🚀🚀🚀, Sony is all in on anime and they have pretty much no competition)
Anime is the fastest growing subsegment of movies/video entertainment worldwide.

• Sony also has a partnership with Bilibili for anime distribution in China:

https://www.chinadaily.com.cn/a/201903/26/WS5c990d93a3104842260b2737.html

• Bilibili already partnered with Sony Music Entertainment Japan to bring Aniplex’s hugely successful Aniplex’s Fate/Grand Order mobile game in China.
• Sony acquired a 5% stake in Bilibili for $400M in March 2020 (that 5% stake is now already worth $2.33B at Bilibili’s current share price ($BILI) and imho $BILI still has lots of upside potential considering it is the de facto video creation/sharing/viewing à la YouTube/Twitch for GenZ in China)

https://ir.bilibili.com/news-releases/news-release-details/bilibili-announces-equity-investment-sony
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Sony Music Entertainment Japan
Aniplex

• Sony Music (mobile games) generated $400M revenue from its mobile games in Q2 FY2020, published through Aniplex (Sony Music Entertainment Japan, “SMEJ”) subsidiary
• They are the publisher of Fate/Grand Order, one of the most profitable mobile video games of the past 5 years (has generated $4B in revenue (!!) by the end of 2019 and is still as popular as ever). Fate/Grand order is the 7th most profitable mobile game in revenue worldwide as of 2020 (!)

Fate/Grand Order #9 game by revenue last year as of Q3 2020
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• Aniplex launched Disney: Twisted Wonderland in March this year. In Q3, it was the #10 most downloaded mobile game in Japan. (Aniplex now has two top ten games in Japan)
• Fate/Grand Order was the #2 most tweeted game in 2020 and #3 was Disney: Twisted Wonderland. You can see that Aniplex has two hugely successful mobile games. (we are talking close to $1B of revenue a year here). It is the #2 game in Japan by total revenue from Q1 2016 to Q3 2020 and the #9 game in worldwide revenue from Q1 2020 to Q3 2020.

Aniplex has two very popular mobile games

• SMEJ earns about > $1B from mobile games in revenue from mobile games and there is still a lot of future growth potential here considering Japan’s mobile game market grew a whopping 32% yoy from Q3 2019 to Q3 2020.
• Aniplex recently co-distrubuted the movie Demon Slayer: Mugen Train in Japan in October 2020. It became the highest grossing film of all time in Japan with a total gross box office revenue of $380M. In the middle of a pandemic. It still needs to release in South Korea, China and USA where it will most likely do great as well.

Sony Interactive Entertainment (SIE) (Game & Netwerk Services business unit):
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• We all know 2020 was a huge year for video games with the stay-at-home pandemic boost. The whole video game sector brought in $180B of revenue in 2020, a whopping 20% increase yoy.
• But 2020 will not be just a one-off temporary exceptional year for video games. The video game market has a CAGR of 13% which means it will be worth $291B in 2027. Video games is by far the segment with the highest growth rate in the whole entertainment industry.

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US video game market growth (worldwide growth has a 13% CAGR)
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PlayStation revenue and operating profit growth
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• PlayStation obviously has a huge piece of this pie and over the past years has seen consistent yoy revenue and profit growth. Think about it, for every FIFA/Call of Duty/Assassin’s Creed sold on PS4/PS5, Sony gets a 30% cut. There have been sold a billion PS4 games so far.
• 5 years ago 20 to 30% of PS4 games were purchased digitally. Flashforward to 2020 and it’s 60-75% and the digital ratio looks set to still increase a bit. This means higher profit margin for game publishers and for Sony at the expense of retailers
• SIE has seen huge success in its first-party games over the past 5 years. Spider-Man, God of War, Horizon: Zero Dawn, The Last of Us Part 2, Uncharted 4, Ghost of Tsushima, Days Gone, Ratchet & Clank have all been huge successes. This is really big and represents a big change compared to the previous generations where Sony never really hit it big as a games publisher even though most of their games were considered quality games.
• SIE is now not only a powerful platform holdeprovider, but also a very successful games publisher with popular IP’s (Uncharted, God of War, The Last of Us, Horizon, Ghost of Tsushima, Ratchet & Clank). This is an enormous asset, because firstly it increases the chances of success for cross-media opportunities (Sony Pictures can make TV shows and movies out of it to expand the popularity of those IP’s even more). And secondly, it is an obvious selling point for PS5. The more popular and bigger their exclusive content, the more they can draw people to their platform/service. This should increases PS5 total marketshare over its competitor.
• The hype for God of War: Ragnarok will be absolutely through the roof. Hype for Horizon: Forbidden West is also very good already (10 million yt views, 273K likes which is very good). Gran Turismo 7 and Ratchet & Clank will also do very well in 2021. (I suspect that GoW oand Horizon might be delayed to 2022)
• PS5 reception has been extremely good. Demand is through the roof as well all know. The only problem is that they cannot quite capitalize on the demand due to lack of supply, but overall, it is a very good thing that demand is very high, and that reception has been very positive. The challenge will primarily supply and production-related for the following 6 months and to be able to maintain brand momentum. Hopefully, they won’t push disappointed/inpatient customers to competitors.
• Considering there’s backwards compatibility from PS4 to PS5, users will want all their PSN content to transition with them as well, so I expect them to lose very little marketshare to Xbox. Also, I do not know if Americans realize it, but Xbox is not nearly as big as PlayStation in the rest of the world as it is in the USA. PlayStation just has global brand power that Xbox just doesn’t have, so Xbox isn’t much of threat at all I’d say. Where I live, in Belgium, In Europe everyone is talking about the PS5, nobody really seems to care about Xbox Series S/X that much. Comparing PlayStation to Xbox in terms of mindshare is like comparing Apple to Motorola (not meant to be a diss to Motorola, I have a Motorola phone myself, just saying that Xbox has significantly less mindshare / brand power in Europe).
• SIE is likely working on PSVR 2, this could be big.
• Sony has a small stake in Epic Games (1.4%) and they have a good business relationship with them, so this might also make them open to release first-party games on Epic Games Store after exclusivity period on PS5.
• Remember the Travis Scott concert in Fortnite? I believe that was one of the reasons why Sony invested in Epic Games. It serves as an example how music can sometimes converge with video games, and this can play to Sony’s strengths.
• PlayStation also has way superior presence in Asia compared to Xbox. Have been expanding into China as well. Another great opportunity for revenue growth.
• PS+ subscribers grew from 5.7 million by the end of 2013 to 46 million by October 30th, 2020. This is an average growth rate of 28% over the past 5 years. Considering most of the growth was early on, it will slow down, but I predict that they will have about 70 million PS+ subscribers by the end of 2023. This is huge and represents a stable, recurring source of income. Investors who keep hyping Netflix/Disney+ will love this, but it seems they have yet to discover $SNE.
• There is a reason why Amazon, Google, Nvidia have been aggressively investing in video games & games streaming. They know the business is huge and is about to get even bigger. But considering the established, loyal PlayStation userbase, the established global brand of PlayStation and the exclusive games, PlayStation should be able to easily standoff competition from Amazon, Google and Nvidia (GeForce Now) in the next few years. So far, Amazon’s venture into game development, publishing & streaming has completely failed. Stadia and GeForceNow seem to have a bit more success, but still relatively niche. Therefore, I think PlayStation is well-positioned to remain one of the leaders in the industry for the following decade.

I'll get to the other divisions later, I figured this is a good first step.
But so far the tl;dr
Image sensors: 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
IoT/Industry 4.0 chipsets: 🚀🚀🚀🚀🚀🚀🚀
PS5/PSN/PS+: 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
Online medical services (M3 inc.): 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
Anime: 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
Fate/Grand Order: 🚀🚀🚀🚀🚀
Demon Slayer: Mugen Train 🚀🚀🚀🚀🚀
Sony Music / music streaming (the performance of Sony Music’s in Sony’s business is seriously understated. The numbers speak for themselves): 🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
Sony Electronics 🚀
Sony Financial Holdings (very stable & profitable business, even managed to grow slightly during pandemic when most insurance companies performed more poorly): 🚀🚀🚀
Still have to cover Sony Pictures, but their upcoming movie slate looks pretty good honestly (Spider-Man sequel, Venom: Let There Be Darkness, Ghostbusters: Afterlife, Uncharted, Morbius, Hotel Transylvania 4 so that's worth one rocket as well imho 🚀
tl;dr of tl;dr:
🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀🚀
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Disclaimer: I am not a financial advisor. I am an idiot that's trying to understand why $SNE stock is so cheap.
Positions: SNE 105C 21st January 22

Grips. Let's talk about 'em.
If you've spent any amount of time on this subreddit, you've likely seen at least one post about a Grip case that has fallen apart. Most of you have seen several. We know this because we've seen every single one. We’d like to see less of them. Ideally, none.
Over the past 18 months, we’ve been on an odyssey to fix the underlying problem. What follows is a chronicle of that journey.
Our objectives in writing this post are three-fold. There will be a tl;dr version at the end of this post, summarizing each of the three:

1. Offer an in-depth technical explanation as to why Grip cases fall apart.
2. Outline the improvements we've made to the Grip case to mitigate and eventually solve the issue.
3. Provide some much-needed context as to how widespread the issue truly is, and what our next steps are for affected Grip SKUs.

Since you're still here, you must be in it for the long haul. Assuming an average reading speed of 250 words per minute, this is going to take you nearly 24 minutes to get through. We'll try to make it the most informative 24 minutes of your life. Let's get started.
​

PART ONE

Why Do Grips Fall Apart?
Most phone cases are made out of a single material. The material itself varies from case to case, though the most common is Thermoplastic Polyurethane (TPU). The Grip case, as a point of comparison, is made of two different materials: an elastomer and a polycarbonate.
The word elastomer is a combination of the words elastic and polymer. That's because it describes polymers that have elastic properties - like the one that forms the outer rim of your Grip case. The elastomer that we use is responsible for two critical properties of the Grip case: impact protection and grip.
If you fell off of a rooftop, would you rather land on a hard plastic surface, or a rubber surface? If you value your life at all, you'd choose the rubber - its elastic properties would absorb much more force from the impact. Guess what rubber is? First one to answer "an elastomer" wins a prize!
Next, imagine you’re a pervert, gently running your finger across every surface of a No. 2 Pencil. Which part of the pencil do you think would provide the most resistance to the tracing of your finger? If you guessed "the eraser," congratulations: you possess a basic understanding of coefficients of friction. Erasers are made of rubber. Rubber has a high coefficient of friction because of its elastic properties.
The Grip case's elastomer isn't rubber - it's our own specially-formulated compound. It's still a useful comparison, as all elastomers share similar properties - provided they have the same degree of Shore Hardness.
One person reading this is asking: “Shore Hardness?” The next section is their fault.
​
A Beginner's Guide to Material Science
The Shore Hardness scale gauges the hardness of various elastomers. It can be measured with a device called a durometer. You probably don't have one.

• Low Shore Hardness = softer, more malleable, less dense, more rubber-like.
• High Shore Hardness = harder, less malleable, more dense, more plastic-like.

If you fell out of a building and landed on a rubber surface with a high Shore Hardness, injury or death would be much more likely.
If you used an eraser with a high Shore Hardness, you'd find it wouldn't actually do much erasing.
Now, what if you made a phone case out of an elastomer with a high Shore Hardness? It wouldn't offer much grip or impact protection.
The Grip's outer rim is made from an elastomer with a low Shore Hardness. As a result, the material is grippy and impact-resistant, but much more malleable and thus more likely to deform. That's why we bond the elastomer to a polycarbonate skeleton.
Polycarbonates don't require as much explanation as elastomers: they're a category of plastic. On your Grip case, the back plate is made of polycarbonate. The elastomer rim is bonded to the polycarbonate plate on all sides of the Grip, providing structural rigidity to the elastomer, fighting to keep it from deforming. At least, that's the idea. As we've all seen, it hasn't worked out that way.
Bonding two distinct materials together is much more complicated than gluing them together. Instead, we rely on a thermal bonding process. Basically, that means we heat both of our polymers to a degree which would turn you from “rare” to “well done” in moments. This heat melts the polymers, which we then inject at a pressure which would turn you from “solid” to “paste” even faster.
Once injected, these two materials get fused together along the seams. To further reinforce the bonds, we use a series of interlocking "teeth" to provide a greater surface area on which the bonding process can occur. Consider these teeth the mechanical bond, which exists to strengthen the thermal bond.
​
Pictured: Bonding mechanic between the elastomer and polycarbonate.
With that out of the way: why do Grips fall apart?
The elastomer rim around the edge of the Grip case is naturally inclined to deform and stretch. The bonding mechanisms we described above are designed to keep that from happening, but it often isn’t strong enough. As soon as the bond fails at any point, it's only a matter of time until a total structural failure occurs.
​

PART TWO

How Are We Stopping Grips From Falling Apart?
Philosophically, there are two approaches to take:

1. We can investigate why, exactly, the bond between the elastomer and the polycarbonate is failing.
2. We can tweak and iterate the thermal and mechanical bond - strengthening it to the point where it's statistically improbable that your case will fall apart.

We tried the first approach - it's the road to madness. The number of variables is irrationally large. What's the temperature like where you live? The altitude? The humidity? Do you bring your phone into environments that deviate from the ambient temperature of your location? Does your school or workplace have extremely dry air? Do you bring your phone into a sauna? What sort of soap do you wash your hands with? Do you have oily hands? What sort of food do you cook? Do you smoke? How hard do you press on the buttons? What's your angle of approach when you actuate a button? How big are your hands? How often do you take your phone out of the case? Do you remove it from the top, the bottom, the sides?
We could follow all of these roads, find out exactly which factors are causing the bond to fail, then implement preventative measures to keep it from happening - but that would take a decade. We don't have that long. Much like you, we want this fixed yesterday.
So, from the moment we received our first complaint about a Grip deforming around the buttons, we've been making structural, thermal, and mechanical improvements to the design and production process of the Grip case - some visible, some not. Every new phone release has brought a new iteration on the core Grip design, with each one reducing the failure rate, incrementally. We'll bring the receipts in the next chapter. For now, let's highlight the most noteworthy improvements.
​
The Most Noteworthy Improvements
The first signs of trouble were the buttons. Months before we'd received our first report of a Grip case de-bonding, we saw the first examples of buttons that had bent out of shape.
​
Pictured: Button deformation.
Why the buttons? Because you press down on them. The force from button actuation puts strain on the elastomer, causing displacement of the material in the surrounding area. Through a combination of time, repeated button actuations and the above-mentioned force, the case would permanently deform around the buttons. This concept is called the "compression set" of the elastomer - Google it.
The solution to this problem was two-fold:

1. First, we increased the compression set of the elastomer. Essentially, we made it as dense as we could, without compromising on the elastic properties of the material.
2. Second, we added relief slits surrounding the buttons - they're plainly visible on any newer Grip case model. These relief slits are an escape route for the force generated by button actuation. They also had the positive effect of making button actuation significantly more satisfying (read: clicky).

​
Pictured: Relief slits to improve button tactility and durability.
Another early issue, pre-dating the first reports of total de-bonding, was a deformation of the elastomer along the bottom of the case - where the charging port and speakers are.
Since we've covered the basics on how the interlock between the elastomer and the polycarbonate creates a bond, this is how the interlocking teeth along the top edge of the polycarbonate skeleton of the Grip used to look.
​
Pictured: First-gen interlocking teeth on the top of the Grip.
...and here's the bottom of that very same Grip case.
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Pictured: First-gen interlocking teeth on the bottom of the Grip.
Notice anything? Around the charging port, there is absolutely nothing keeping the elastomer in place. No teeth, no structural reinforcements... it's no coincidence that an overwhelming majority of early Grip deformations happened along the bottom.
Since then, we’ve added a reinforced polycarbonate structure around the bottom of the Grip case. You'll see what that looks like in a bit.
So, why didn't the launch portfolio of Grip cases have mechanical interlocks or a polycarbonate support structure along the bottom?
The answer may or may not be complicated, depending on how much you know about plastic injection molding. We'll assume the worst and explain the concept of "undercut" to you with a ridiculous metaphor.
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The Ridiculous Metaphor
Imagine you had a tube full of melted cheese. Next, imagine you emptied that entire tube into your mouth. Rather than swallowing the cheese, you decide to let it sit in your mouth and harden. Why are you doing this? We don't know. Let's just say you want a brick of cheese that's perfectly molded to the contours of your mouth - a very normal thing to want.
So, your mouth is completely filled with cheese. It hardens. You reach into your mouth to remove the brick of cheese. As you're removing it, you encounter a problem: your teeth are in the way. This wasn't a problem when you were putting the cheese into your mouth, but that was because the cheese was melted and could flow around your teeth. Now that the cheese has hardened, this is no longer the case.
In the world of plastic injection molding, this is an undercut. Our concern was that, by molding a structurally rigid piece of polycarbonate around the charging port and speaker holes, we'd find ourselves unable to remove the Grip Case from the mold once hardened. Imagine spending $30,000 on industrial tooling only to get a $30 phone case stuck inside of it.
Once we saw Grip cases deforming along the bottom cutouts, we knew we'd need to find a way to remove the cheese from your mouth without breaking your teeth. To make a long story short: we did it. The cheese is out of your mouth, and you get to keep your teeth. Congratulations! Now, keep reading.
On newer models of the Grip case, the result is a polycarbonate bridge extending around the bottom cutouts, adding both structural reinforcement and interlock mechanisms to promote mechanical bond, much like the ones which line the perimeter of the rest of the Grip case.
​
Pictured: Newest-gen structural reinforcement on the bottom of the Grip.
On the subject of structural reinforcements, this design revision was around the time we flanked the buttons with some fins, working in tandem with the heightened compression set and button relief slits, detailed above, to further guarantee that button actuation would have no impact on the overall durability of the Grip case.
​
Pictured: Lack of button fins on the first-gen Grip.
​
Pictured: Button fins on the newest-gen Grip.
As an aside: Unrelated to the de-bonding issues, we've also made a number of smaller improvements to the Grip case with each new iteration. For instance, we chamfered the front lip of the case to make edge-swiping more pleasant and reduce dust accumulation along the rim. Those raised parallelogram shapes along the sides of your Grip case that create its distinctive handfeel? We made those way bigger for a better in-hand experience. In short: product development is a complex and multifaceted process. Each new iteration of the Grip case is better than the one that came before, and that applies to more than just failure rates.
Speaking of failure rates: all of these improvements were in place by the time we launched iPhone 11-series Grip cases. The failure rate for these cases decreased exponentially... but didn't disappear entirely.
​
The Even More Ridiculous Metaphor
With these improvements, we achieved our desired outcome: the case was no longer deforming around the buttons or the charging port. Instead, the structure of the case began to fail literally anywhere else around the perimeter of the phone.
Think of it this way… you’re a roof carpenter. The greatest roof carpenter of all time. Like the son of God, but if he was a carpenter. Unfortunately, you’ve been paired with the Donald Trump of wall-builders.
You're tasked with building a house. You spend all of your time and energy perfecting your roofcraft. You've designed a roof that's so durable, it may as well have been made of Nokia 3310s. Nothing's getting through that bad boy.
The wall guy? Instead of building that wall he said Mexico would pay for, he's been tweeting about the miraculous medicinal properties of bleach while a plague kills hundreds of thousands of Americans.
The point here is that you can build the greatest roof of all time, but the walls need to be strong enough to match.
To strengthen the Grip case's metaphorical walls, we needed to re-design the inside of the Grip case from scratch. More specifically, the mechanical interlock between the springy elastomer and rigid polycarbonate skeleton. We took every tooth at the bonding point between the two materials and made them as large as we possibly could. Then, we added more teeth.
​
Pictured: Polycarbonate teeth on the newest-gen Grip.
To jog your memory: this is how the teeth used to look...
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Pictured: Polycarbonate teeth on the first-gen Grip.
If time proves that these changes aren’t enough, our engineers still have a number of ideas on how to improve the bond between the elastomer and polycarbonate. Will we ever need to implement those ideas? Again - that’s a question only time can answer. Each change might be the silver bullet that puts this problem to bed for good... but there's only one way to find out: it involves real-world testing and, with each iteration, months of careful observation.
​

PART THREE

So, Where Are We Now?
Have the improvements we've made to the Grip case been successful? You bet.
For the sake of comparison: we began shipping iPhone 11 series Grips on September 30th, 2019. Within six months of that date, we had received 52 reports of structural failures - a big improvement over the early days, but still not good enough.
Fast forward two months. We began shipping Note 10 Plus Grip cases on November 21st, 2019. In the first six months of availability, we received exactly eight reports of Note 10 Plus Grips falling apart. Again, a major improvement over the iPhone series in the same stretch of time. If we'd launched the first Grip cases with a failure rate that low, we wouldn't be writing this post right now and you’d have nothing to read while pretending to do work.
How about the Galaxy S20 series, which began shipping on February 10th, 2020? They're the most recent and improved set of SKUs we’ve made to date, leveraging everything we've learned and making further improvements over the Note 10 Plus. No reports so far. Same goes for the iPhone SE and OnePlus 8 series - these SKUs share all the improvements we've made to the underlying design of the Grip case thus far.
Does that mean these numbers will hold forever? Who knows. That's the thing: every improvement we make, we need to wait several months to see how effective it's been. No amount of internal testing can replace the real-world data of shipping cases to hundreds of thousands of users across nearly 200 countries.
We could always just throw in the towel, make the entire case out of rigid plastic, and call it a solved issue... but that would be the easy way out. The Grip case and its unique design properties can't reach their full potential unless we make incremental improvements - then wait and see how they pan out in the real world.
All of which is to say: it's far too early to say the newest set of improvements have officially solved the problem. While the failure rate is still zero, we need to keep watching. We've made a ton of progress, but we're not going to rest until we've killed this issue for good - without sacrificing the unique properties that make the Grip case stand out in a sea of derivative hard plastic and TPU phone cases.
That's probably enough to inspire confidence in someone who's on the fence about buying an S20 Ultra Grip, an iPhone SE Grip, or any Grip we release in the future. But what if you're one of the people who bought an older Grip model?
​
"I'm One Of The People Who Bought An Older Grip Model!"
We won't sugarcoat it. The failure rates for older Grip models is way higher than we deem acceptable. Why has it taken us this long to publicly address the issue, then?
Easy: it's not as widespread as you might think. Some humans reading this might be looking at their iPhone X Grip, purchased in 2019 and still intact, wondering what all the fuss is about. That's an important consideration: most people who have functioning, still-bonded Grip cases aren't posting on /dbrand about how unbroken it is. The people who've had issues around total product failure are in the minority.
We're not using the word "minority" as a get-out-of-jail-free card here. It's still a way larger number than we'd ever be comfortable with. We simply don't want our transparency and candor in writing this to be misinterpreted as an admission that every single Grip case we've made for older devices is going to fall apart. Statistically speaking, this is an issue for a minority of Grip owners.
Our philosophy at first was that, while it was unfortunate and frustrating that Grip cases were falling apart, dramatic PR action wasn't necessary. Instead, we resolved to:

1. Quietly and diligently work in the background to improve the underlying design of the Grip case.
2. Ship free replacements to anyone whose Grip case had failed.

To date, we've spent hundreds of thousands of dollars on shipping fees alone for replacement Grips. As you can imagine, that number gets a lot higher once you add in the cost of actually making the thing. We've been fine with writing these costs off as sort of an R&D expense, since every example of a deformed or de-bonded Grip provides invaluable data on how to improve the product.
Where our strategy backfired was in the narrative that began to take root as Grip cases continued to fall apart. Look at it this way: the failure rate of older Grip case SKUs is anywhere between 1% and 20%, depending on how early we released the SKU. Since the improvements we've already made to the underlying design were rolled out incrementally with each new phone release, that number has been on a steady downward trend.
For the purpose of this thought experiment, we'll go with the earliest, shittiest Grip cases - putting us at a long-term failure rate of 20%.
So, 20% of customers for this device have a Grip case fall apart at some point in the product's lifespan. Every single one of those people writes in to our Customer Experience team about the issue. They all receive a replacement, free of charge.
Since this replacement is identical to the first Grip case they'd received, it also has a 20% failure rate. We're now dealing with percentages of percentages. Stop panicking, we'll do the math for you: that means 4% of these hypothetical Grip owners will have a second Grip case fail on them in the long run.
Four percent is a lot better than twenty… but it's also a lot of people who've been burned twice. These people are going to be extra vocal about how shitty the Grip case is. To be fair, they've got every right.
So, we've got four groups of customers for this SKU:

• Group A: Has had two or more Grip cases fail (4%).
• Group B: Has had exactly one Grip case fail (16%).
• Group C: Bought a Grip which has not failed (80%).
• Group D: Has not purchased a Grip case (NA%).

Group A is livid about the repeated issues they've had - rightfully so.
Group B, having been burned before, reads about Group A's experience. They take it to mean their replacement will inevitably fail on them as well, and they'll one day get the dubious honor of joining Group A.
Group C, despite not having had any issues yet, reads the experiences of Groups A and B. Then, a significant portion of this group begins to operate under the assumption that it's only a matter of time before their Grip falls apart as well.
Group D reads all of the above and decides they don't have enough confidence in the Grip case to ever purchase one.
A narrative begins to form that this hypothetical failure rate is close to 100%. Worse yet: people with newer phones, unaware that each new iteration of the Grip case has a dramatically reduced failure rate over the last, start to assume their case also has a 100% failure rate. That's where our original strategy - the one where we quietly improved the product in the background while offering replacements for defective units - backfired on us.
This narrative only exists because we've continued to leverage existing stock with too high a failure rate, which, in hindsight, was like pouring gasoline on a gender reveal forest fire of disappointment and regret. This brings us to our next chapter.
​
Mass Destruction
At this point, you're probably aware that a number of Grip SKUs for older phones have been listed as "Sold Out" on our website, and haven't been restocked since.
We stopped production on these cases because we knew they'd have all the same issues as the original production runs. See, it's not as simple as pushing a "make the Grip not fall apart" button at the factory - we'd need to redesign the case from scratch, implementing all of the design improvements we've made up to this point, then re-tool our existing machinery to produce this new version. We'll have more to say about re-tooling a bit later - for now, focus on the fact that some Grips have been listed as "Sold Out".
If someone's Grip case falls apart while listed as "Sold Out", we don't have any replacements to send them. Instead, dbrand's Customer Experience team has been issuing refunds wherever possible, and store credit otherwise. Just in case you're wondering what we mean by "where possible": PayPal doesn't allow refunds on transactions that are more than six months old. Store credit, on the other hand, can be offered indefinitely.
What we've come to realize is that we're never going to be able to escape this downward spiral until we rip the band-aid off and stop stocking these old, flawed SKUs.
Today, we're ripping the bandaid off. As you're reading this, we're disposing of all of our old stock. All of the flawed Grip SKUs are now listed as "Sold Out".
Head over to our Grip listing and take a look at what's available. Everything that you can currently buy is up to spec with the improvements we've made over the past year - meeting or exceeding the standard of quality set by the Galaxy S20 series, the iPhone SE, and the OnePlus 8 series. In some cases - take, for instance, the iPhone 11 series - this means we've already re-tooled our production lines to meet that quality benchmark.
If a Grip case is listed on "Backorder", it means we've begun the process of re-tooling the SKU to match the improved quality standard you've spent the last five hours reading about.
However, if a Grip case is now listed as "Sold Out", that means no more reshipments.
If you own a sold out Grip case that hasn't fallen apart yet: that's great! Don't assume that your Grip is doomed to fail just because we devoted 5661 words to explaining why it might fall apart. You've still got better odds than you would at a casino.
As always, if you run into any issues with your case, sold out or not, shoot an email to one of our Robots. They'll still take care of you - it just won't be with a replacement case… for now.
​
Mass Production
Remember when we said we'd talk more about re-tooling a bit later? That's right now.
So, why are so many Grip models not being fixed? Why haven't we re-tooled these old SKUs with all of the quality improvements made to the case's build quality? It's a little complicated.
Taking the improvements we've made to the most recent suite of Grip models and retroactively applying those changes to older SKUs isn't a simple task - it would require us to throw out our existing production tools and create new ones, from scratch. Suffice it to say that doing so is a wildly expensive endeavor.
To recoup that cost, we'd need to produce more Grips than we're likely to ever sell for aging, irrelevant hardware. Let's use the Pixel 3 as an example.
If we replaced every single de-bonded Pixel 3 Grip, that would account for about 3% of the MOQ (Minimum Order Quantity) on a re-tooled Pixel 3 Grip case. Now we're sitting on 97% of that MOQ as overstock. Pixel 3 owners have had their phone for nearly two years now. If they want a phone case, they already have one. They're not looking for new Pixel 3 cases, they're getting ready to buy a new phone. Simply put, it’s no longer a viable market.
Now, say the Pixel 3 was a significantly more popular phone - enough that we'd be shipping out, say, 50% of the MOQ as replacements on day one. Now, that's a lot more tempting to us - we'd still lose boatloads of money, but at least it would go towards some consumer goodwill.
To figure out how much money we'd lose on re-tooling, we gave our bean-counting Robots a giant jar of beans and told them to get to work. They emerged three days later. When asked how many beans were in the jar, they gave us a blank stare. When asked if it was possible to re-tool any of our production lines for old Grip SKUs without losing obscene amounts of money, they said:
"Absolutely not."
Still, we're no strangers to throwing away obscene amounts of money to make the internet happy. Remember Amazon gift cards? Those were the days. The only question that remains is "How much money are we willing to set on fire?"
We can't tell you yet. Why? Because we're currently running a detailed cost-benefit analysis on the subject of re-tooling old production lines, on a SKU-by-SKU basis. That's business talk for "the bean-counting Robots have been given more beans to count."
The objective is to determine the viability of producing new-and-improved Grip stock for older phones: how many units would be tied up in replacements for that model, how many we could reasonably expect to sell to new customers, and how much overstock would be left from the MOQ.
From there, we can determine what the financial impact of re-tooling would be and make the final decision on how much cash we're dumping into the ocean somewhere off the coast of the Seychelles. We'll have our results by early next week.
These re-tooled models, if produced, would feature every improvement we’ve made thus far to the Grip case line, plus a few that have yet to be released. Remember how the S20s, the iPhone SE and the OnePlus 8s haven't had any reported failures yet? Picture that, but for the phone you've got.
If we go ahead with re-tooling production lines for your phone, a few things will happen:

1. The Grip case for your phone will go from "Sold Out" to "Backorder".
2. Our Customer Experience Robots will shift their communication strategy from "we no longer support your phone," to "we'll get you a replacement once we've got improved units in stock."

None of these things will happen until we've run the simulations on which phones are getting restocked. Why are we posting this today, then? We could have waited a week and had concrete answers to offer about the future of our out-of-stock Grip cases. Well…
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Take Our Survey
This is it: your chance to have some say in how much money we set on fire as a goodwill exercise for this whole R&D clusterfuck.
Those simulations we're running? They'll be great for telling us how much money we're going to lose on each Grip SKU, but it won't tell us anything about how much money our customers want us to lose on each Grip SKU.
To that end, we've prepared a survey for people who have purchased a Grip case. We'll be taking your feedback into consideration during our decision-making process.
We have only one request: don't be a jackass. Answer the questions honestly.
Click here to take the survey.
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In Closing...
We're sharing a special moment right now. We're all seeing a light at the end of the tunnel.
For us, that light is "we're almost done with a year-long R&D effort to stop the Grip case from falling apart."
For you, the light is "the end of a 5661-word marathon of a Reddit post."
We just want to take a minute to recognize that we couldn't have gotten this far without your collective support. At any point in the past year, we might have pulled the plug on the Grip project entirely if we'd reached a critical mass of negative sentiment from our customers. Instead, we've got an army of devotees who have no problem paying us for the privilege of being our guinea pigs.
Product development isn't a one-and-done process. It's easy to forget, but our skins weren't always to the world-class, record-setting, Michael-Jordan-in-his-prime standard you expect from us today. If you happen to have an iPhone 4 skin lying around, apply it and let us know how it goes. You'll immediately appreciate how many process improvements we've made. We weren’t born as the greatest skin manufacturer in history. We got there through a process of methodical improvement. Each jump in quality was driven by a bottomless well of user feedback, sourced from millions upon millions of customers. That, and the competition was comically inept.
It's the same story for the Grip case. Your continued support has enabled us to make huge strides in developing a product that's on the cusp of blowing everyone else out of the water. We're going to keep working until it gets there.
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TL;DR VERSION

Please note that by reading this tl;dr, you’re missing out on several outlandish metaphors, including classics such as:

• Plastic injection molding melted cheese into your face hole.
• What if Jesus and Donald Trump built a house?
• How to turn yourself from “rare to well done” and “solid to paste”.
• Pencil Perverts.

​
WHY DOES THE GRIP FALL APART?

• The Grip case is made from two materials: a polycarbonate skeleton and an elastomer frame.
• The elastomer frame provides the majority of the case's impact protection and grip, but is prone to deformation.
• We prevent deformation by bonding the material to a polycarbonate skeleton (i.e. the rigid back plate on the Grip case).
• The bond between the two materials was not as strong as we'd originally anticipated, causing the elastomer to de-bond from the polycarbonate skeleton and the case to sometimes fall apart.

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WHAT HAVE YOU DONE TO FIX IT?

• Through a series of design revisions, we've made countless improvements to promote a stronger bond between the two materials.
• These changes have incrementally reduced the failure rate of Grip cases. Our most recent SKUs are yielding extremely promising results.
• Each time we improve the Grip case, we need to play a months-long waiting game to observe the real-world effects.

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HOW ABOUT THE GRIPS YOU'VE ALREADY SOLD?

• Since we're using you as guinea pigs for the purposes of product development, we've been uncharacteristically generous with our warranty policy.
• However, that warranty policy only lasts as long as we have stock. Once we're out of Grips, we're out of replacements.
• We've finally reached the point where we need to rip off the bandaid and dispose of all of our Grip stock produced during 2019.
• If your Grip for any of these older phones falls apart, you can no longer get a replacement.
• You should still write in to our Customer Experience team if it happens to you - we'll work something out.
• On the bright side, our Grip SKUs from 2020 onwards have dramatically reduced, if not outright eliminated, the failure rate of previous models. We have no reported cases to date.
• It's not economically viable to re-tool production lines to apply our improved industrial designs to any of the Grip cases that are currently marked as "Sold Out".
• We're probably going to do it anyways.
• We're running the simulations right now to determine which older devices will be re-tooled.
• Take our survey to help determine which devices we'll be re-tooling.