Last September, iPhone X mobile phone released. Apple realized a huge screen of bangs on the mobile phone, vertical double camera and other huge breakthroughs. In addition, iPhone X also used Samsung OLED material screen for the first time, the display effect is improved.
However, Apple subsequently announced that iPhone X will be postponed until November due to capacity issues such as OLED screens and chips. On the day of the release, iPhone X was swept away, and users’ enthusiasm for iPhone X phones was very high. Demand, Apple had to increase production capacity.
At the same time, foreign professional analysts are very optimistic about the sales of iPhone X, and boldly predict that iPhone X sales will reach 50 million units, and Apple's official forecast sales are also similar. At the time, iPhone X was out of stock in many places. Professionals believe that iPhone X is likely to become the next explosion.
However, the iPhone X sales have slowed down after a period of high sales, and Apple asked suppliers to cut production from more than 40 million to 20 million. Analysts will also use the iPhone. X's sales forecast for Q1 and Q2 this year is adjusted to the 'most pessimistic' value.
Because Apple is too optimistic about the sales forecast of iPhone X, this has brought a lot of pain to suppliers. Recently, according to Taiwan media reports, Apple’s expectations for iPhone X sales are too optimistic, which has led to a backlog of parts suppliers’ inventory. serious.
The report mentioned that since some of the chassis and other components of the old iPhone device can also be used for the production of next-generation iPhones, these component suppliers hope that the new iPhone released this fall will boost sales. Effectively clean up their inventory.
Seeing this, in less than a year, the iPhone X was caused by tens of thousands of people rushing to slow sales, and then to clear inventory, what is the cause?
Pricing is too high
In addition to the appearance of the iPhone X, the price has also achieved a 'big step'. The price of the iPhone X starts at $999, which is a substantial increase from the previous generation's starting price of $549. More than 400 US dollars, this difference can buy a domestic flagship mobile phone. The original iPhone mobile phone pricing is high, the spit is the exclusive Tucao. And the iPhone X price is higher, which makes many users stop.
Lack of R&D investment
In 2017, Apple spent $12.7 billion on research and development, but Apple is clearly lacking in innovation. Apple uses 5.1% of its revenue for research and development, while other technology companies generally reach 10%, from the company's market capitalization. In terms of terms, Apple's revenue in 2017 ranked first among the top ten technology companies in the US, but R&D expenses ranked only sixth. And this is only the US market. If it is placed in the global market, Apple's R&D investment. Even the top ten can't get in. At present, Apple is a bit 'old', and its lack of innovation in research and development is one of the main reasons for the decline in iPhone sales.
Domestic mobile phones develop rapidly
A few years ago, domestic users bought mobile phones from international manufacturers such as iPhone and Samsung, but it was really helpless because the domestic mobile phones at the time really did not have the products that could be obtained. But in recent years, domestic mobile phones ushered in a big outbreak, Huawei, Domestic manufacturers such as Xiaomi, OPPO, and vivo have successively exerted their strength, occupying a large part of the market share. The most important thing is that domestic mobile phones are innovative in both performance and appearance, and the price is still much cheaper. Domestic mobile phones have gradually become domestic users. Preferred.
From the sales trend of iPhone X, it can be seen that Apple has announced that it will suspend production of the mobile phone and clean up inventory. This is a very helpless move. Because the current mobile phone market is not the same as before, and innovation has become the key. Although Apple is still leading Status, but with the rapid development of domestic mobile phones, its absolute say has ceased to exist.
