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iPhone or further price cuts in the Chinese market: cleaning up inventory for new machine concessions

via:CnBeta     time:2019/5/19 17:09:30     readed:200


Apple Online Store (China)

appleiPhoneThe decline in sales in the Chinese market continues, but with the implementation of various large-scale preferential activities, the decline in iPhone sales has shown a significant slowdown. Specifically, sales of the iPhone China market fell by 3% year-on-year in April this year, while iPhone sales in the last month (March) fell 61% year-on-year.

According to Apple’s second-quarter earnings report, Greater China’s revenue was $10.218 billion, down from $12.024 billion in the same period last year, down 21.5% year-on-year, and if the first two fiscal years were included, the Greater China camp The share ratio has fallen by 20% compared to the same period last year, and profits have fallen from 22% in the same period last year to 19%.

At any time, iPhone sales in China continued to fall, and its market share also shrank to around 7%. Earlier this month, a report from the market research firm Counterpoint showed that the performance of the iPhone in the Chinese market in the first quarter of this year can only be described as bleak, and the market share dropped by nearly 50% compared with last year.

For the performance of the iPhone in the Chinese market, on the one hand becauseHuawei,Millet, OV, etc.Mobile phoneOn the other hand, the iPhone itself is seriously inadequate in terms of product innovation, and its pricing is relatively high. Although the price of the iPhone in China has been reduced by several rounds since January this year, it has dropped by more than 10%. The overall price is still high, making users discouraged.

Regardless of whether you admit it or not, the Apple iPhone is increasingly marginalized in the Chinese market, after all, the data is there. Perhaps in the pricing of the 2019 iPhone product, Apple must consider it internally.

According to the current industry chain forecast, the overall shipment of the iPhone in 2019 may be less than 200 million units (high probability events), this dangerous signal also stimulated Apple to pay attention to sales issues. Perhaps the introduction of a more cost-effective iPhone model is Apple's top priority.

Previously, the supply chain said that in order to increase sales, Apple will reduce its product line and adjust the price coverage of existing products to prepare for the re-launch of new mid-range products. Specifically, Apple has to re-energize the market segment of the price range of 4,000 yuan, mainly because this market is being hit by the crazy impact of domestic mobile phones. For example, last year's Huawei Mate 20 series continued to sell, which has greatly affected the sales of iPhone XR.

Undoubtedly, if Apple does not take any action, the domestic high-end market of smart phones will gradually be eroded by domestic mobile phones, and more importantly, it will lose the right to speak in the industrial chain. Therefore, strengthening the low-end models is an important step for Apple, such as the price reduction of the old models, the introduction of relatively cheap new machines and so on.

On the other hand, the introduction of a more cost-effective iPhone model is more conducive to Apple's revenue growth in Internet services. At the launch of Apple's new product this spring, Apple released a series of Internet service products, including Apple News+, Apple TV+, etc. These Internet services rely on the iOS system, so the development of more iOS users is beneficial to Apple's revenue structure from a single The change to many aspects is more conducive to the long-term development of Apple.

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