Set micro-network news, "Apple began an all-out attack."
In response to the new generation of iPhone SE just released a few days ago, veterans who have long been concerned about the mobile phone industry have made such comments. The reason, he said, as the overlord of high-end mobile phones, Apple's move is to cultivate another batch of new generations of iOS fruit powder.
The above-mentioned people told Jiwei Network that the charm of Apple's mobile phone is not hardware, but iOS, so it is difficult for consumers to change from Android to iOS, although the iPhone SE is completely inferior from the hardware, but se's task is to let more low-level consumers contact the use of iOS, and in the future, when this part of the consumer becomes the backbone of the society, the middle class, it will be successfully transformed into the permanent fruit powder of Apple's high-end mobile phones.
"It can be said that a SE mobile phone brings consumers to successfully convert into apple fruit powder, and at the same time, a mobile phone is replaced by the consumption of several iPhones in the future, and Apple's chess game is innovative enough." The person further added.
However, once the iPhone SE successfully won the favor of consumers, then for domestic mobile phone brand manufacturers, there will be more pressure, on the one hand, the domestic mobile phone high-end market has been further suppressed, on the other hand, the domestic mobile phone volume or more serious.
After sitting firmly in the high-end market, Apple harvested downwards
Apple's mobile phone has always controlled the market share of high-end mobile phones. According to Omdia's data, the top five global smart model sales in 2021 are the Galaxy A12, iPhone 12, iPhone 13, iPhone 11 and Redmi 9A, and Apple occupies three of the top five seats.
(Source: Omdia)
"With the easing of the epidemic and the increase in consumer demand for high-end smartphones, Apple's dominance in the high-end market is getting stronger and stronger." Jusy Hong, senior research manager at Omdia, said.
In fact, earlier, the emergence of Huawei won a place for domestic brands in the high-end market, but after Huawei faded out of the market, there was a huge gap in the global high-end market, which attracted mobile phone brands to exert high-end efforts, and Apple is undoubtedly still the biggest beneficiary in 2021.
Taking the domestic market as an example, according to IDC data, in China's high-end (unit price segment above $800) market, in the second quarter of 2021, Huawei's share fell to 24%, while Apple's share rose to 72%, "which clearly shows that it is difficult for other domestic manufacturers to break through this price segment."
In 2021, Apple's position in the global smartphone market is still being consolidated. According to the disclosed data, Apple's global mobile phone market share rose from 15% in the first quarter of 2021 to 22% in the fourth quarter of 2021. In the fourth quarter of 2021, Apple's mobile phone surpassed Samsung with a market share of 22% and regained the crown of the global smartphone market.
Of course, the reason why Apple can return to the peak in the fourth quarter of 2021 is due to the release of the iPhone 13 series. Renowned data analyst Anyam Chaurasia said: "Driven by the excellent performance of the iPhone 13, Apple is back at the top of the smartphone market after three quarters. Apple's iPhone has never performed like never before in Chinese mainland, and the aggressive pricing of its flagship product keeps its value proposition strong.
It can be seen that Apple is sitting firmly in the high-end smartphone market, but as the hegemon of the high-end smartphone market, Apple has put down its "body" and set its sights on the mid-end market of smart phones.
On March 9, 2022, Apple's new generation of iPhone SE was released. As the cheapest 5G version of the iPhone, the price is pulled down to 3499 yuan, this model has become the object of much attention before and after the release, from the configuration point of view, iPhone SE 3 uses the same design as the previous model, supports 5G network, improves battery life and camera function, equipped with home button and Touch ID function.
According to the disclosed information, the A15 Bionic equipped with the iPhone SE (third generation) uses the same GPU as the iPhone 13. Daniel Ives, an analyst at Wedbush Securities, expects apple's new iPhone SE to be unveiled at its spring launch with an estimated first-year shipment of more than 30 million units. What's more, Ives called the figure "fairly conservative."
An industry insider said bluntly that Apple's new generation of iPhone SE release or caused great pressure on domestic smartphones, Huawei's previous 4,000 yuan - 5,000 yuan slot of the smart phone blank has been grabbed by Apple, and now the 3,000 yuan - 4,000 yuan gear of smart phone competition pressure has only increased.
The person believes that if Apple's new generation of iPhone SE gets good sales, then domestic mobile phones will only become more and more passive, and domestic mobile phones will be further squeezed to no high-end, which will cause a more serious unfavorable situation in domestic smartphones.
Apple's next big game
It should be known that Apple is a mobile phone brand manufacturer that pays great attention to profits, and Earlier Cook publicly admitted that "Apple pays more attention to profit margins than sales."
From the configuration and unit price point of view, Apple's new generation of iPhone SE is not high-end, it is obvious that Apple's release of the new generation of iPhone SE seems to be contrary to the previous concept, so why will Apple launch such a low new generation of iPhoneSE smartphones in 2022? What kind of chess is it playing in the next game?
"In fact, Apple's hardware technology upgrade is becoming less attractive to consumers, and because of this, Apple has invested in brand, experience, appearance, user cognition, price, etc., and the price reduction is conducive to the sales of Apple's mobile phones and the improvement of the user base." Some insiders frankly said.
However, one could argue that Apple's move poses a new challenge to the profitability of its company and industry chain, which is not the case.
According to a person familiar with the Apple industry to the micro network, Apple's new generation of iPhoneSE is not the outside world imagines to affect the profit of the model, on the contrary, this model of material and parts and technology are very mature, the cost is lower, it does not need to open a new mold, do not need to run in yield, but also clean up a lot of inventory.
In other words, this model is still a more profitable model, while also helping Apple clean up inventory.
From the price point of view, Apple's new generation of iPhone SE unit price is between 3,000 yuan and 4,000 yuan, so is Apple just trying to grab the market share of mid-range smartphones? Maybe it's not that simple.
According to a person who is deeply involved in the upstream industry chain of mobile phones, Apple's charm is not hardware, but its iOS system, and the task of iPhoneSE is to cultivate a new generation of iOS fruit powder for Apple.
The above-mentioned person further said that if they develop the habit of using word, excel, and powerpoint on desktop computers when they are students, this generation of students will still buy notebook products with Microsoft when they grow up.
It can be seen that behind a product, a consumer group will buy more Apple products with iOS system in the future, which is also an important intention of Apple to launch a new generation of iPhone SE. (Proofreading/Sara)