#财经新势力新春季 #
Apple's days have been having a hard time lately. When faced with an $80 billion fine, he will also plead.
Perhaps, just this year, we can see the iPhone 15 plugged in with a USB-C interface to charge and download an APP from Pea Pod.
As for why it came to this point?
Of course, it was caused by external pressure, to be precise, the European Union forced Apple to do so. In fact, this matter has been discussed in EU countries for many years, many times requiring European countries to legislate to unify the mobile phone Type-C interface, and Apple is the biggest opponent of this bill, but unfortunately, the European Union recently passed a bill, if Apple wants to survive in the EU, it must accept this regulation. Because the EU is Apple's largest market outside the United States, in fiscal 2022, Apple will receive $95 billion in revenue from the European market (including the EU and the UK), such a big piece of cake, Apple will certainly not be willing to give up. And Apple clearly knows how hard the EU fines US manufacturers, such as Google, which was once fired 4.3 billion euros.
iPhone replacement with Type-C interface is naturally a good thing for our users, no need to bring an additional lighting cable, starting from Apple 4, I have an impression of the charging cable, changed no less than 3 times.
And Apple is just changing a line, why play against it?
Actually, we thought it was simple.
Do you think Apple makes money selling phones and tablets? Wrong, from the beginning, they did the ecological closed loop. Take the lighting line, such as data lines, converters and other accessories that use Apple's Lightning protocol, all need to apply for MFi certification from Apple. Secondly, Apple's supporting products are expensive, which is also famous, an Apple official Lightning interface data cable, the price is more than 100 yuan, ordinary Type-C data cable 10 yuan to buy casually, and all non-Apple official data line manufacturers, but also need to pay a certification fee to Apple.
According to statistics, Apple's annual MFI certification patent fees are more than $3 billion, how big the profit is very scary, right?
However, compared to Apple's opening of third-party APP installation permissions, the Lightning protocol is just an appetizer.
Some organizations said that the service business in the App Store accounts for 2% of Apple's total revenue, which may not seem like much, but the gross profit margin provided by the service business reaches 40% of Apple's overall gross profit margin. APPLE'S PROFITS FROM THE APP STORE ARE AT LEAST AS FOLLOWS
First, extract "commission" from the user's download behavior, this part of the business is like Baidu bidding ranking, for example, I put Pinduoduo in front, download more, Apple can commission.
Second, Apple Pay payments. This is what everyone often calls Apple tax, for example, if you buy a Tencent member with an Apple mobile phone, then Apple will take about 30%, this toll is really a bit high, so the same membership, Apple's may be higher than Android. Apple is indeed not kind in doing so, it is a kind of bundling. After the user buys an Apple mobile phone, there is no follow-up choice, just like you buy a car, others also require you to go to Sinopec to refuel, go to a special 4S store to do maintenance. Isn't this a big store cheating?
Apple is being targeted by the EU at this juncture, of course, because it has a handle. Monopoly operation is untenable, but in addition to this, the EU is more from its own economic point of view.
As we all know, Europe lacks the world's large Internet companies, the market is basically occupied by the United States, and tens of billions of dollars of profits are made every year, which is certainly not happy in itself.
If you don't break Apple's ecological closed loop, European companies can't touch Apple's $400 billion global cake, and maybe they will have to contribute some of it.
According to the regulations introduced by the European Union, Apple needs to fully comply with the Digital Markets Act by 2024. These include allowing wider access to NFC chips, cameras, Find My Network and AirTag, and bringing a new web browsing engine to iPhone and iPad.
As for whether we in China will implement the same standards like the European Union, this is difficult to say, because Apple's standards have never been uniform, for example, the Apple mobile phone in the US market has canceled the SIM card, the interests are by fighting, I hope we are also as tough as Europe.