Apple's autumn conference has ended, the new iPhone does not improve much, and there seems to be no new features that people can remember and discuss.
In addition to the price.
The Tucao iPhone has become more expensive. This is the main theme after the conference. The XS and XS MAX prices have not risen significantly (except the chip). The XS Max 512GB even sold for 12,799 yuan. The price of the iPhone XR, the 64GB version of the horse racing frame, has also reached $6,499.
It seems to be expensive, there are various paragraphs and sings on the Internet. But in fact, this is the inevitable result of the development of the iPhone and mobile phone industry to date, it can also be said to be a 'vicious circle'.
You should be aware that in the past few years, the price of mobile phone products, especially the flagship machine, is rising.
Once Meizu and Xiaomi were killed in the price of 1999 yuan, the domestic manufacturers tried to break into the two or three thousand yuan. Now, the price of Meizu 16 2698 yuan consumers are shouting '真香', millet I have already lost the hat of 1999. The blue-green factory’s measuring model has also entered the 3,000 yuan file, and Huawei has already killed 500 yuan. Those sports cars that seem to be tall have also broken through 5 number.
This is not only due to external factors such as inflation, rising component prices, but also because, in the face of market saturation and changing frequency, mobile phone manufacturers need to increase their profit margins to survive the winter.
Marketpoint, the market research organization, released the profit distribution of global smartphone brands in 2018. According to the data, global mobile phone profit increased by 4% in the second quarter. Counterpoint believes that this is mainly due to the Chinese mobile phone brand, whose total profit exceeded US$2 billion for the first time. , accounting for nearly one-fifth of mobile phone profits.
Counterpoint also expects that the price of smartphones will grow further, driven by developed markets.
In the fourth quarter of last year, Counterpoint data showed that the overall profit of the global mobile phone market fell by 1% year-on-year, and by Q2 this year, it has achieved a 4% re-growth. This is closely related to the continuous price increase.
Counterpoint specifically mentioned that in the second quarter of 2018, Xiaomi (747%), Huawei (107%), vivo (24%) and OPPO (23%) were the fastest growing smartphone brands for mobile phones.
Last month, Xiaomi disclosed the first financial report after the listing:
In the second quarter of 2018, sales of millet mobile phones reached 32 million units, up 43.9% year-on-year. Due to the high performance of high-end flagships, the average selling price of mobile phones in mainland China increased by more than 25% year-on-year. In the second quarter of 2018, the average of millet phones The price is RMB 952.3 per unit, compared to RMB 863.8 per unit in the second quarter of 2017.
In the years when Android and iOS smartphones were just emerging, the market was still in the incremental market. Vendors needed more affordable products to capture more market share. Now, the market is saturated – July 9th, China Information and Communication Research According to the report released by the hospital, from January to June 2018, the domestic mobile phone market shipped 196 million units, down 17.8% year-on-year.
The reason for the decline in shipments is also very simple. Nowadays, the mobile phone is very mature and easy to use. When a mobile phone can be used for at least one and a half years, people's desire to change the machine is getting lower and lower (of course, it is hard to say and consume). It also makes sense to downgrade).
Therefore, in order to stimulate consumers' desires, manufacturers can only continue to seek differentiation in products: stronger performance, more cameras, higher screen ratio, but R&D and marketing all require costs. Ultimately, this The cost of the pen can only be passed on to the consumer. The price of the flagship mobile phone is rising. Then the consumer's desire to change the machine is suppressed by the naked price, which forms a vicious circle.
Domestic mobile phone manufacturers are really on the rise in price, but as we all know, Apple is still the most profitable smartphone brand. In the second quarter, Apple won 62% of the market's profits. It looks so high? But in the past In fact, there is still higher – in Q4 2017, Apple accounted for 86% of the overall smartphone profit, and iPhone X accounted for 35% of the total industry profit.
Apple has been taking a high-margin route, which is the basis of Apple's survival. But as competitors, especially Chinese manufacturers, gradually rise, Apple wants to maintain its own profit share, price increases are inevitable. Especially As a leader in the consumer digital market, Apple is more qualified and motivated to continue to raise the premium of its products.
Apple also pursued such logic. After the press conference, the head of the house, Tim Cook, accepted an interview with Nikkei. When talking about the high price of the new iPhone, Cook’s explanation was: 'We I want to serve everyone... Apple never aims to pursue sales, we can bring innovation and value to everyone, then someone will be willing to pay, and we can get reasonable value from it.'
And an obvious truth: the same is to increase the price by 50%, from 2,000 yuan to 3,000 yuan, and 6,000 yuan to 9000 yuan, the latter gives people a much bigger stimulus.
So don't just spit the iPhone, it's expensive, this is the industry trend. Work hard, make more money...