Huawei fell, Apple was full. After Huawei was sanctioned, it was thought that domestic brands such as Xiaomi would rise in the high-end market. However, what I did not expect was that Apple took advantage of the loophole and relied on stronger product power to "grab" Huawei's high-end users.
Looking back at the past, every time the new iPhone product is released in the early stage, it is difficult to find a machine, and it is the peak season for scalpers. However, this time Apple miscalculated, originally wanted to rely on the latest release of the iPhone SE low price to harvest a wave of leek users, but the sale fell below the price, and the second-hand market fell by more than a thousand yuan. In contrast, when the previous generation of iPhone SE was released, it was a full month to wait for the goods.
The price of the "strongest" small-screen flagship iPhone SE3 is cold
In the Internet era, there are no goods that cannot be bought, and various "services" are emerging in an endless stream. I don't know when, in the idle fish and other platforms began to appear on behalf of the shooting, the sale of services, generally according to the situation of new mobile phone sales, the price ranges from 20 to 100 yuan. Among them, the iPhone's shooting service is always the hottest.
In the early morning of March 9, a new generation of iPhone SE was officially released, the overall parameters are almost the same as the previous generation, replaced by the core processor, the addition of A15, it can be said that the iPhone SE3 has become the most powerful small-screen mobile phone. By the way, it's also the cheapest 5G iPhone, starting at $3499.
Just after the release of the new machine, there was a service of auctioning on behalf of the second-hand trading platform. One of the merchants, Xiao Li, told us that although this phone is not as hot as the genuine iPhone, the iPhone SE3 should be the strongest spare machine, the price is still cheap, and there should be a profit.
However, this time the market reflection of the iPhone SE3 hit Xiao Li's face, and his own price was 30 yuan, but no one had placed an order. Later, the price was reduced to 16.99 yuan, and only one person placed an order. According to him, the small partner with him almost did not receive a few orders this time, and I feel that everyone is not very interested in this new machine.
Not only is the auction market cold, a channel provider revealed to us that although the first batch of iPhone SE3 is not a lot, but the market heat is general, at any time booking at any time, there is no need to increase the price. It is worth noting that the channel provider of a certain platform has given a 96% discount price on the day of sale.
On March 18, the iPhone SE3 was officially launched, and sure enough, as previously expected, the goods were "sufficient", and there would be no second-out-of-second sales like Huawei on major e-commerce platforms. In contrast, the previous generation of iPhone SE was out of stock a month after its release. A person in the mobile phone group of a head e-commerce platform told TechWeb that the performance of the iPhone SE3 this time was very general, there was no highlight, and we directly canceled the data war report publicity this time.
The iPhone SE3 second-hand market has plunged
As a benchmark in the mobile phone industry, Apple has to get several hot searches every time it launches a new iPhone product. Judging from this release, in addition to the hot search on the day of release, the 18th release Weibo hot search list does not seem to see the figure of the iPhone SE, TechWeb randomly asked several consumers in the Apple store, found that they did not know the iPhone SE3 sale, and even said that they did not know that the iPhone also had this series.
The above channel provider told us that the 64GB iPhone SE3 in addition to the price on the day of sale is still a little firmer, the lower the price is the later, last week was a price reduction of 800 to sell, otherwise the pressure on the hand, the financial pressure is greater.
At the same time, on e-commerce platforms such as Pinduoduo, it can also be seen that after superimposing various subsidies, the price of iPhone SE3 has been reduced by 700 yuan or even higher. An e-commerce industry practitioner told TechWeb that for the iPhone, in the first month of the sale, if you buy it at any time and have it at any time, it proves that the product is really very general. He also said that if you are not in a hurry, you can wait until May Day or 618, and the price at that time will definitely be more surprising.
Less than half a month after the sale of the break, iPhone SE as the most worthy of buying small screen flagship, this time is also planted, but also in the second-hand market "big diving". The data obtained from the transfer platform shows that before the official launch, the resale price of the third-generation iPhone SE was basically the same as the price of the new machine. In this regard, the analyst of the data department of the transfer group told TechWeb that in general, the retention rate of newly released mobile phones in the second-hand market will have a certain delay, referring to the price trend of the previous two generations of products, the new machine is officially released with the passage of time and the supply continues to increase, and the new iPhone SE may continue the price downward trend in the second-hand market.
Although analysts expected the price of the iPhone SE3 to fall, they did not expect the price of the iPhone SE3 to go down so quickly. The latest data show that the third-generation iPhone SE released less than a month ago in the second-hand market has been "diving", the 64G version of the third-generation iPhone SE at the end of March and the new product price has generally dropped by 100 yuan to 500 yuan, the highest price reduction of about 1000 yuan; the 128G version of the price reduction range from 200 yuan to 1000 yuan, the 256G version of the highest price reduction of 1700 yuan resale.
Analysts in the data division of the transfer group said that from the perspective of the new "old" market trend, the demand for the third-generation iPhone SE seems to be lower than the previous market expectations; according to the consistent market of the SE series in the second-hand market, the price in the second-hand market in the future will also continue to decline with the sale of new products.
Apple's "cutting leeks" power is greatly reduced, and the small screen iPhone SE is difficult to leave "nail households"
From the original new machine a year, to the current more than a year of products, and the price covers the middle of the various consumer groups, apple's "down" body is to retain users, and from the Android camp to grab more users, especially mid-range users, and the iPhone SE carries this task.
The data shows that the second-generation iPhone SE sold more than 24 million units. A machine is difficult to find market feedback, but also gave Apple confidence, otherwise this time will not basically change a processor, dare to launch such a three-generation product. In the case of almost a full screen in the whole industry, the iPhone SE3 is still a big chin, a big forehead, and only one camera in the rear, which feels like a product of the "last century", like a V8 engine in santana's body, but the price is the positioning of many Android flagships.
The arrogant apple is reluctant to bow its head, but the skill of cutting leeks has been greatly reduced, and the data of less than a month of sale can already explain everything. A few days ago, Apple analyst Guo Mingxi also said that because Apple's new iPhone SE demand is lower than expected, it has lowered the shipment estimate of the machine this year, cutting its shipment forecast for 2022 to 15-20 million, compared with 25-30 million.
If you look at the processor performance alone, the iPhone SE3 is definitely one of the best. However, although the processor is a big fuss of the mobile phone, apple uses the appearance and photo configuration of a few years ago, which is a bit confusing to consumers, even if it is a leek, there is no sharp scythe can not cut it.
For Apple, it may be a little bit wrong, it is true that many consumers like to use small mobile phones, but they prefer mobile phones with small size but large screens. The iPhone 12 mini and iPhone SE3 are similar in price, although the processor is a generation behind, but in the current situation of excess performance, I believe that more consumers will be willing to choose the iPhone 12mini with a larger screen.
In this regard, the rotation analyst comparison also expressed the same view, saying that although there is a gimmick of the "cheapest 5G version of the iPhone", from the perspective of apple's iPhone market trend, the iPhone12 series and the iPhone13 series will basically continue to reduce prices, which also means that even those who need to replace the new "nail households" may not necessarily choose the SE series; in the new product market at the same price, there are more abundant Android high-end flagship models. There are also more choices for consumers.
Write at the end:
In the high-end market, Apple should be difficult to have a rival. However, in the price range of three or four thousand yuan, Apple misestimated the market demand, and the current market competitiveness of the new generation of iPhone SE is not enough to fully impress consumers. However, that doesn't mean the iPhone SE won't be paid for. Over time, its price will continue to plummet, and when it is cheap enough, it will not escape the "law of true incense". However, the Brand Image of Apple in the Cook era has dropped another grade.