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IPhone 14 Plus pre-orders worse than the 13 Mini Apple's product segmentation strategy failed

via:手机中国     time:2022/9/13 12:01:34     readed:258

The much-anticipated iPhone 14 series has just been officially released, and all the configuration information has been revealed. Unlike last year, Apple scrapped the Mini model and introduced a new iPhone 14 Plus model. But according to a report by Skywind analyst Ming Kuo, the iPhone 14 Plus doesn't perform as well as the iPhone 13& NB The mini.

iPhone 14 Plus预购比13 mini差 苹果产品区隔策略失败

The iPhone series of 14

Kuo says in his report that the iPhone 14 and 14 Plus will be available on launch day, reflecting demand For now, pre-order results for the iPhone 14 and 14 Plus are worse than those for the iPhone SE 3 and iPhone 13 Mini. The iPhone 14 Plus is a replacement for the iPhone 13 Mini. However, pre-order results for the new product were significantly lower than expected, suggesting that Apple's product differentiation strategy for the standard model failed this year.

iPhone 14 Plus预购比13 mini差 苹果产品区隔策略失败

IPhone 14 Plus preorders are worse than 13 Mini

In terms of Pro models, the report said pre-order results for the iPhone 14 Pro Max, Pro and the two standard models were good, neutral and poor, respectively, compared to the iPhone 13 series. While pre-orders for the iPhone 14 Pro Max are better than those for the iPhone 13 Pro Max, pre-order results are currently neutral for Apple.

It's unclear whether Apple will raise its forecast for Pro shipments, but the likelihood of a drop in orders for the iPhone 14 and 14 Plus, which account for about 45% of iPhone 14 shipments, is increasing.

iPhone 14 Plus预购比13 mini差 苹果产品区隔策略失败

Number of iPhone 14 Pro pre-orders

There have been signs of this trend. After the launch of the four iPhone 14 models on September 8, the number of pre-orders on JD.com on September 9 showed that more than 300,000 people had pre-ordered the standard iPhone 14 version; The Plus version has more than 130,000 pre-orders; More than 1.09 million people have reserved the Pro version. The Pro Max version has more than 760,000 pre-orders.

The Pro model was far more popular than the standard model, and the iPhone 14 Plus was the least popular of the four new models.

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