At 1 a.m. Beijing time on September 13, the 2023 Apple Fall Conference was grandly held, and the release will bring a new iPhone 15 series, which also has two screen sizes, 6.1 and 6.7, and the changes are chips, images, body materials, connection performance, etc.
At this conference, Apple released a total of 4 iPhone 15 series mobile phones, namely iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max, and there was no previously rumored Ultra model.
Photo: Pacific Technology
The iPhone 15 all uses Spirit Island
As the blockbuster chip of this conference, the first to appear in the new iPhone is the iPhone 15 and 15 Plus, two sizes of mobile phones with textured matte finish, tougher ceramic screen glass and brighter screen, brightness of up to 2000 nits in bright outdoor environments, and the shell uses 75% recycled aluminum.
Apple said that in order to achieve environmental protection, it is phasing out the leather material in the iPhone case.
Like the iPhone 14 Pro released last year, both iPhone 15s are powered by the A16 Bionic chip.
The iPhone 15 is available in five colors: soft pink, yellow, green, blue, and black.
The battery life can reach up to 26 hours, which is up to 3 hours longer than the iPhone 12 video playback time.
In line with previous rumors, the iPhone15 mobile phone said goodbye to Liu Haiping, all switched to Lingdong Island, and all switched to USB-C interface.
Apple says the iPhone 15 will be able to call Roadside Assistance via communications satellites. This means that even without cell phone service, users can get help on the road when they need it. Apple will offer this help service free of charge to iPhone 15 users for two years.
The iPhone 15 Pro uses aviation-grade titanium, and the A17 Pro is powerful
Apple next released the high-end model iPhone 15 Pro, Apple said that the iPhone 15 Pro is the first iPhone to use aviation-grade titanium in the design, this alloy is also used in spacecraft on Mars exploration missions. Titanium's strength-to-weight ratio is superior to most metals, making it our lightest Pro model to date. The moment you get started, you'll feel the difference.
The iPhone 15 Pro will be available in black, blue and silver. Both the iPhone 15 Pro and 15 Pro Max are powered by Apple's most advanced A17 Bionic chip, which includes a six-core CPU and a six-core GPU.
The A17 Pro sets a new milestone with Apple's redesigned graphics processor. This is another disruption of the iPhone chip, achieving graphics performance that surpasses the past. The graphics and experience of mobile games are immersive, the scene environment is nuanced, and the characters are more realistic. And the impressive speed and energy efficiency also make the A17 Pro soar to new heights.
Thanks to a 20% increase in speed on a six-core GPU, users can create more detailed environments in mobile games while consuming less power, and the A17 gives the phone the first hardware-level ray tracing capability that is four times faster and smoother.
Speed races to new data. The iPhone 15 Pro is the first iPhone to support USB-C, which will skyrocket transfer speeds and speed up various professional workflows. The new USB-C port allows the iPhone 15 Pro to share the same charging cable as your Mac or iPad. Up to 20x faster file transfers.
Up to 29 hours of battery life.
Borrowing from the Apple Watch Ultra launched last year, Apple changed the silent switch of the iPhone 15 Pro to the Action button, a custom multi-function button, when the user presses the original mute switch position, in addition to still switching between ringtone and mute, you can also choose to choose between many different custom operations, such as pressing the button to open a voice memo.
This custom button will also be reflected in the iPhone 15 Pro Spirit Island, which can be seen whether mute is turned on in the spirit island.
The iPhone 15 series uses a 48-megapixel main camera that takes ultra-high-resolution HEIF photos in 48MP resolution by default. The iPhone 15 Pro offers a maximum of 3x optical zoom like its predecessor, while the 15 Pro Max has received a major upgrade, consistent with rumors, it is equipped with a periscope telephoto lens for the first time in iPhone history, and optical zoom can reach 5x.
The iPhone 15 Pro starts at $999, the price is the same as the previous generation, the 15 Pro Max starts at $1199, consistent with some rumors outside the world, the price is $100 higher than the previous Pro Max. All new iPhone 15 models are available for pre-order from Friday, September 15, and will go on sale next Friday, September 22.
Netizens hotly discussed, Apple's stock price fell more than 1.7%
For the iPhone 15 series, the main opinion of netizens is still "limited highlights":
As of September 12, local time, Apple closed at $176.3, down 1.71%, with a market value of $2.8 trillion.
The Lightning interface cancels the impact of the tens of billions of industrial chains
The rise of Apple's mobile phone has "brought wealth" to a series of A-share industrial chain companies, although from the reaction of the secondary market, Apple's appeal has been greatly weakened, but it is still the main source of business for many supply chain companies.
Foxconn (Hon Hai) is Apple's largest assembly partner, and multiple sources show that Foxconn's Apple orders are being eaten.
According to reports earlier this year, on the supplier side, for the first time, Hon Hai, Pegatron and Luxshare Precision three factories jointly assembled, but Hon Hai will still be the largest foundry of the iPhone 15 series of new machines, and the highest-end 15 Pro Max or 15 Ultra is still exclusively assembled by Hon Hai, and Hon Hai also got the largest order for the entry-level model iPhone 15.
Apple suppliers also revealed that Luxshare Precision will mainly produce part of the iPhone 14 and 14 Plus in 2022, but this year's iPhone 15 Plus main foundry is Luxshare Precision, and Luxshare Precision also won some orders for 15 and 15 Pro, a total of three product orders.
After a delay at Foxconn's Zhengzhou factory last year, Luxshare Precision filled part of the production demand for the iPhone 14 Pro at Apple's request, which may lay the foundation for it to win more orders for new iPhone 15 models this year. At the beginning of this year, the market also reported that Luxshare Precision part of the iPhone 14 Pro Max order, 21st Century Business Herald reporter once asked Luxshare for verification, the other party said "based on the spirit of the contract, do not comment too much on customers." ”
In terms of Pegatron, last year some iPhone 14 and mainly supplied 14 Plus models, and this year it supplies some 15 Plus and 15 Pro models, continuing last year's production strategy.
From the perspective of shipment targets, Apple's goal this year is that the production of iPhone 15 series products remains stable compared to last year's level, about 85 million units. However, from the perspective of the performance of the industrial chain, it may be more negative.
Apple supply chain news said that suppliers are optimistic about Apple's sales expectations in 2022, but after entering 2023, the whole situation has been reversed. In 2023, the inventory of iPhone 15 parts is not as good as the same period in 2022, and it is estimated that the preliminary stock volume is only about 83 million to 85 million units, down more than 8% year-on-year.
Similar feedback was seen in the subdivision of components. For example, in the VCM (voice coil motor) link, Apple's VCM bulk orders were won by Japanese ALPS, Mitsumi and other companies, and the signal released by Japanese manufacturers in 2023 is indeed not as strong as in 2022.
Haitong International's recent research report pointed out, "Due to supply and demand problems, we will reduce the iPhone 15 production plan for the second half of 2023 from 83 million units to 77 million units." ”
Another thing that has attracted market attention is that with the cancellation of Apple's Lightning interface, it will affect the tens of billions of Lightning industry chain. According to Apple's official website, the price of an original mobile phone connection cable is 148 yuan, and the industry volume exceeds 30 billion yuan based on Apple's mobile phone shipments of 225 million units in 2022.
According to public information, Lightning data line foundries include Foxconn, Luxshare Precision, Zhengwei Precision Technology and so on. The latest news shows that Foxconn has begun mass production of accessories with MFI certification, such as EarPods and USB-C data cables for this year's iPhone 15 series. Zhengwei publicly confirmed in the first half of this year that it had received orders from Apple and began mass production of USB Type-C related products.
Apple's third-quarter revenue declined, mainly due to lower iPhone revenue
In the early morning of August 4, Beijing time, Apple announced its financial results for the third quarter of fiscal year 2023 as of July 1. According to the financial report, Apple's total revenue in the third fiscal quarter was $81.797 billion, down 1.4% from $82.959 billion in the same period last year, which is Apple's third consecutive quarter of revenue decline; However, Apple's net profit was $19.881 billion, up 2.3% from $19.442 billion in the same period last year.
During the reporting period, the overall revenue from the iPhone was $39.669 billion, down 2.4% from $40.665 billion in the same period last year. The decline in iPhone revenue was also the main reason for Apple's revenue decline this quarter.
Previously, according to the analysis of the agency Refinitiv, Apple's revenue in the third quarter will decline by 1.6% year-on-year, and the revenue of the iPhone will decline by 2%. Compared with Apple's financial report, the total revenue was higher than expected, and the iPhone revenue was lower than expected.
Despite the decline in mobile phone revenue, Apple still captured most of the profits of the mobile phone market, and in the case of the decline in the mobile phone market, Apple still performed solidly, further consolidating market share.
From the perspective of core hardware product lines, Apple's iPhone revenue in the third fiscal quarter was $39.669 billion, down 2.4% year-on-year; Mac (Mac) revenue was $6.840 billion, down 7.3% year-over-year; iPad (Apple tablet) revenue was $5.791 billion, down 19.8% year-on-year; Revenue from wearables, home devices and accessories was $8,284 million, up from $8,084 million in the year-ago quarter.
It can be seen that the iPhone is still Apple's core source of revenue, accounting for about half of the overall revenue, but iPhone, Mac, iPad revenue has declined year-on-year, of which iPad has the largest decline, close to 20%. The Wearables, Home Devices and Accessories business was the only hardware category among the four product lines to achieve revenue growth.
While overall hardware family revenue declined, revenue from software services continued to grow. Apple's services revenue in the fiscal third quarter was $21.213 billion, compared to $19.604 billion in the same period last year.
By region, Apple's revenue in the Americas was $35.383 billion, down from $37.472 billion in the same period last year, and revenue in Europe was $20.205 billion, up from $19.287 billion in the same period last year. Revenue in Greater China was $15,758 million, up from $14,604 million in the year-ago quarter, revenue in Japan was $4,821 million, compared to $5,446 million in the year-ago quarter, and revenue in the rest of Asia Pacific was $5,630 million, compared to $6,150 million in the year-ago quarter. Thus. Apple's revenue in the Americas showed a downward trend, while revenue in Greater China increased by about 7.9% year-on-year.
Counterpoint Research's analysis report pointed out that during the 618 shopping festival, Apple is the only major mobile phone brand other than Huawei to maintain growth despite the decline in overall market sales, and Apple's shipments in China this year are expected to increase by 18% year-on-year.
The report also mentioned that India's strategic importance to Apple is increasing, and the iPhone 15 is expected to start mass production in India before its release. Whether the release of the iPhone 15 series can boost Apple's revenue and change the trend of declining revenue for three consecutive quarters will also become the focus of public attention.
On August 3, well-known Apple analyst Guo Mingxi predicted that the demand for the iPhone 15 series will be lower than the iPhone 14 series, and the lower demand may put Apple suppliers under pressure on revenue growth in the second half of 2023.
He also said that Apple's generative AI progress lags behind competitors, and Apple's first headset, Vision Pro, is still expected to ship in 2024 is still quite small, so it is difficult to push up Apple and Apple's supply chain stock price at present.
Huawei just officially announced the Mate 60 series
It may impact overall iPhone sales this year
Not long ago, on September 8, Huawei Mall announced that Mate 60 Pro+ and the new folding screen mobile phone Mate X5 officially joined the "Pioneer Program", and the pre-sale was opened at 10:08, and the two mobile phones were sold out and are expected to officially go on sale on September 26.
On August 29, Huawei Mall issued an article saying that because the cumulative shipment of Mate series mobile phones reached 100 million units, the "HUAWEI Mate 60 Pro Pioneer Program" was launched, and the Mate 60 Pro went on sale ahead of schedule, and the first batch of new machines were quickly sold out in a very short time.
The Mate 60 series showcased six new highlights in the poster, namely satellite talk, ultra-reliable basalt architecture, full-focal ultra-clear images, powerful performance, and HarmonyOS 4.0 system.
The latest Mate 60 Pro+ adopts Danqing arc design on top of this, including two colors of white and inkstone, and is equipped with a 40 million pixel ultra-wide-angle lens, which is the world's first mobile phone equipped with dual-satellite communication, supporting Tiantong satellite phone and two-way Beidou satellite message.
Counterpoint Research commented that the unexpected release of Huawei's "Mate 60 Pro Pioneer Program" has had a positive impact on the market. Before Apple's press conference on September 12, it did a good job of managing the psychological expectations of the target consumer group, and the current market outlook for Huawei's new products is better than expected.
At the same time, Ivan Lam, a senior analyst at Counterpoint Research, told the 21st Century Business Herald reporter, "If the supply is smooth, sales should be higher than the previous version." According to Counterpoint Research, the Mate 50 series sells about 7 million to 9 million units, so analysts expect the Mate 60 Pro series to sell at least 7 million units if supply is not a problem.
Ivan Lam also believes that before Apple is about to launch the iPhone 15, Huawei's launch of the high-end Mate 60 series will have a certain impact on Apple's high-end smartphone market in China.
According to the data provided by TrendForce Consulting to the 21st Century Business Herald reporter, the poor market boom, coupled with Huawei's strong return, may affect the overall sales of iPhones this year, so it is estimated that the total annual production of iPhones will fall at about 2.2 to 225 million, a year-on-year decrease of about 5%.
From the perspective of the global market this year, Canalys data shows that in the second quarter of 2023, the global smartphone market fell by 10% year-on-year to 258 million, and the market recession has slowed down. The top five manufacturers are Samsung, Apple, Xiaomi, OPPO and Transsion, accounting for 21%, 17%, 13%, 10% and 9% of the market share, respectively.
Source丨Public Information, 21st Century Business Herald, Daily Economic News, Pacific Science and Technology
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Editor of this issue Li Yutong
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