Apple is about to release a new iPhone 15 and "fight" with Huawei. Where the balance of victory will tilt has become the focus of public attention.
In recent years, Apple has done all the ugly things to consolidate its market position. First, it tripped Huawei, making its 5G business banned in Europe; Later, it took Foxconn and other foundries to relocate to Southeast Asia, and hundreds of thousands of jobs in the mainland evaporated overnight.
However, this mobile phone overlord finally "eats its own consequences". Because of the frequent demonization, Apple has been banned from sale by many countries, and we have also given it an ultimatum! According to Xinhuanet Finance, its share price fell 3.58%, and its market value lost 777.1 billion yuan overnight.
- Apple made 100 billion dollars, declaring that "I am the rule"
Apple's Waterloo, the reason behind it is actually not difficult to understand - no one wants to get used to all kinds of "hegemonic and wealth-amassing" behaviors before.
As early as when Jobs was still CEO, Apple still took the sense of technology and user experience as the king, and time passed, and Apple gradually embarked on the road of no return of "making money with a bow and not looking up at the sky".
Previously, Apple canceled the included charger and headphones on the grounds of "reducing electronic waste", but turned around to list these necessities on the official website, with a price of 100 yuan, and the desire to accumulate wealth was about to come out; But also for environmental protection, other mobile phone brands have unified Type-C interface, but Apple insists on using the Lighting interface, only the line certified by Apple can be charged.
This also means that as long as third parties want to produce, they have to follow their rules. In Apple's fourth-quarter earnings report last year, it earned $8.7 billion from interfaces alone, more than Huawei's net profit in a year. This has caused strong dissatisfaction from the public, but Apple said: I am the rule!
Relying on a similar "lying down to make money" model, Apple earned us 110 billion yuan in the third quarter alone.
There is not only one foreign company that uses us as a "cash cow".
Boeing, which monopolizes the global civil aircraft field, opened a sky-high purchase contract, mockingly saying that "China needs 800 million shirts to exchange for a Boeing"; And its world's first American aging center, with the "good health" cutting-edge technology, to China to raise the price of exports, its finished product price as high as 24,000 yuan / bottle, China completely lost the bargaining power, can only be slaughtered.
02. Losing the market, Apple gnaws on "hard bones"
However, it is necessary to pay it back when you come out to mix.
In 2022, Apple has been sued and warned a lot, the toughest of which is the mainland's Ministry of Industry and Information Technology's requirements for "unified Type-C". It is reported that Europe has also issued an "ultimatum" to Apple, which must use port C to reduce more than 10,000 tons of electronic waste.
The international market's profit expectations for Apple have also been declining. Finally, at the time of its third-quarter earnings release, the stock price plunged 3.5 percentage points, evaporating nearly 800 billion overnight.
Under the lessons of the market, Apple finally recognized the current situation and began to use Type-C on notebooks, and the latest iPhone 15 series to be released was also revealed to start testing C ports.
However, what surprised Apple was that Huawei announced the "return of the king" with the new 5G chip technology, and preemptively released it, handing over the results of "selling 800,000 units in 5 days", and Apple in turn curried favor with the market, it seemed too late.
At the same time, the above-mentioned US companies are also suffering setbacks in the Chinese market: due to the launch of the domestic large aircraft C919, Boeing has been slow to sell for nearly 2 years because of the loss of Chinese orders, exports to China have plummeted by 70%, and the market value has evaporated by more than 100 billion, and its CEO even begged US executives to visit China to bring him orders back.
The core raw material technology of slowing aging technology, which is famous for sky-high prices, has also been broken by domestic scientists. Nowadays, domestic products benefit more elderly audiences at a price of 100 yuan. Jingdong platform data shows that the good market feedback of "energy boost" and "sleep extension" has made it win 70% of the global market share.
The above-mentioned domestic technological breakthroughs not only open the door of youth for the elderly audience, but also form a new economic growth point, according to CITIC Securities predicting that it will reach hundreds of billions of blue oceans, which makes the original American companies red-eyed, saying that we have disrupted the market order.
Nowadays, the rise of domestic technology has largely blocked the division of the domestic market by US companies, and for many enterprises that do not respect the Chinese market and seek profit, it can only be too late to regret.
03. Apple's CEO spoke out urgently, and it was too late to make amends
Stock prices plummeted, the market was cold, Apple CEO Cook couldn't hang on his face, he explained to the media, "The current earnings report cannot predict the future situation." ”
However, in the face of data, Apple's market decline seems unstoppable. According to data from financial agency Canalys, in the second quarter of this year, the global mobile phone market fell by 10% year-on-year, and Apple's shipments fell by 13% compared with the same period.
Perhaps for Apple, it should find the sense of technology and user feelings of the Jobs era as soon as possible, rather than annoying consumers and making senseless quibbles.