Biography iPhone X discontinued: Apple's 'dark moment' has arrived

Last week, Apple released the first quarter of 2018 earnings, no surprise, the company's performance is excellent, Earnings report Apple first quarter of fiscal year 2018 net revenues of 88.293 billion US dollars, 78.351 billion US dollars over the same period last year increased 13%; net profit of 20.65 billion US dollars, 17.991 billion US dollars over the same period last year increased 12%.

However, sales, marketing is booming, Apple's heavyweight sales have declined, Apple sold 77.316 million iPhone in the first quarter, compared with 78.29 million iPhone sold in the same period last year Down 1%. The result is far below the average of 79 million analysts previously Wall Street expected.

In the meantime, news of the suspension of production of the iPhone X is rampant - according to foreign media sources, Apple is gradually reducing purchases of iPhone X components and expects Apple's purchase of iPhone X to fall to zero by the second half of this year, in other words , Apple will stop production in the second half of this year iPhone X.

In Apple's earnings report 'a good' situation, iPhone X will stop production of the news is 'catch the wind' or 'no doubt' it?

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'Internal and external' make iPhone X sales decline

iPhone 6 series just added a big screen, iPhone 7 just added a bright black can be big sale, in the tenth anniversary of the occasion of the iPhone, Apple introduced this 'define the next decade' iPhone X how the product failed Burning market fire?

I think the performance of the iPhone X market failure is mainly caused by two factors, 'internal problems' and 'foreign aggression'.

First look 'Internal problems' - iPhone X's product itself, although Apple iPhone X added a full screen, Face ID facial recognition, AR, wireless charging and other heavyweight features, but iPhone X's price has also exponentially increased - almost double the price of iPhone in previous years - nearly million.

At this time, consumers began to reflect on the iPhone X in the end it is not worth their own money so much to buy? These features in the end have not aroused their desire to buy? The same price, iPhone X is not the best mobile phone?

Obviously, iPhone X did not impress consumers.

At this moment, 'Foreign affair' - Friends of the mobile phone business also began to stormed the iPhone, Samsung Galaxy Note8, HWAWEI Mate 10 iPhone has begun to impact the exclusive high-end mobile phone market; in the field of subdivision photography OPPO, vivo captured many sister ' Heart "; one plus, millet, Nubian made excellent products at the same time maintain a lower price.

iPhone X is before and after the attack, coupled with iPhone X market performance is not good, it seems iPhone X cut-off news is not groundless.

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Apple's 'darkest moment' has arrived

Apple's earnings can be found, 70% of Apple's revenue is provided by the iPhone X, due to the iPhone's relatively high profits, on the financial point of view, Apple's performance naturally good-looking.

But if you look at the product line, you have to worry about apples - apples now seem to be on the road to Nokia - just using their cell phones to prop up their business empires, yet Nokia's finale is well known.

This issue, combined with the decline in iPhone sales this year, the message is very thought-provoking.Because this year's iPhone X almost double the price, so the first quarter revenue from the iPhone was 615.76 billion US dollars, 543.78 over the same period last year Hundreds of millions of dollars increased by 13%.

However, if the price of iPhone this year unchanged, iPhone The revenue will not be so dazzling, and even negative revenue growth!

From this point of view, belongs to Apple's 'dark moment' has quietly struck.

Carefully also thought, in 1984, Apple introduced a revolutionary computer Mac; in 2001, Apple introduced a revolutionary music player iPod; 2007, Apple introduced a revolutionary mobile iPhone.

From a historical point of view, Apple will launch a revolutionary product almost every 10 years, but now it is 2018, Apple belongs to the next era of that revolutionary product in the foreseeable future, just eat the old iPhone this.

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Where is Apple's future?

'belong What is the revolutionary product of the next era? "The question could be worth millions, with no one answering.

So Apple is going to 'inevitably decline' was Hammer Technology acquired it?

In fact, when the iPhone was able to lead the tide of mobile Internet, Apple may have not anticipated in advance, but because Apple was at the forefront of technology, science and technology circle any new trends can be acutely aware of, so when it detects the phone The arrival of Apple 's rapid introduction of the' Dongfeng ' iPhone, become the darling of the market.

Like Apple, Nokia was also at the cutting edge of technology, but Nokia was 'blindfolded' by the time and did not change aggressively. It was slapped onto the beach by the 'outsider' apples of the mobile phone circle.

Mobile Internet has been developing for a decade, in this rapidly changing technology era, perhaps tomorrow there will be a Revolutionary products instantly change our lives, Apple's core iPhone will repeat the mistake of Nokia.

Fortunately, however, Apple is not as defensive as the year Nokia, Apple is actively involved in the construction of the next generation of computing platform.

According to rumors, Apple is now developing AR glasses, the glasses can be projected, send messages and virtual AR meetings and other functions. Apple has already applied for the relevant patent in 2017, and the patent also shows that Apple has started to right AR equipment for research and development.

In the meantime, at Google, Baidu's active layout of the unmanned area, Apple is not the slightest slack in 2016, Apple CEO Tim Cook said the company has begun layout of the driverless area. Media exposure Apple's driverless cars are tested on the road.

Including the hot AI in recent years, Apple is not far behind, as early as 2011, iPhone 4S equipped with Siri, the voice assistant, became the first cellphone to put artificial intelligence in the pocket of an average consumer.

WWDC 2017, Apple once again strengthen AI capabilities, such as iOS 11 will be provided to developers Core ML development platform that can be provided Face recognition, dialogue recognition and other related technologies API.In addition, Apple is also gradually strengthened Siri semantic recognition and image recognition capabilities, want to let Siri is smarter.

Overall, although Apple suffered a "dark moment" in the iPhone handset business, Apple's vitality is still strong, and it is still actively exploring the next-generation computing platform, which is a 'future' technology.

So Apple's future can still be expected.

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