On September 22, the iPhone 15 series officially went on sale. On the same day, the price of iPhone 15 and iPhone 15 Plus models in the dealer channel has been lower than the official website price, and the premium of iPhone 15 Pro and iPhone 15 Pro Max ranges from 300 yuan to 1200 yuan, far lower than the premium of 2000 yuan when the new iPhone 12, iPhone 13 and iPhone 14 are listed.
On the morning of the 22nd, "iPhone 15 and iPhone 15 Plus broken" and "iPhone 15 Pro series orders scheduled to winter" information was on the hot search at the same time, some people believe that "break" is the world of merchants, "orders scheduled to winter" is the world of users.
The sales growth rate of takeaway platforms is nearly 1,000 timesJudging from the queues in Apple Stores around the world, the enthusiasm of "fruit fans" is undiminished.
At 6:30 on the 22nd, more than 10 consumers lined up at the entrance of the Apple Store in Jinan Henglong Plaza to pick up their goods. At 7:45, consumers who have reserved iPhone 15 series products on the official website are allowed to enter the store after presenting their reservation vouchers.
On the 22nd, there was a long queue outside the Taikoo Li Apple Specialty Store in Sanlitun, Beijing, photographed by Wang Zhanghua, a reporter from New Yellow River
Public reports show that a consumer in Beijing queued in front of the Sanlitun Apple retail store at 1 a.m., which at one point lined up from the first floor to the second floor. There are also long queues at Apple stores in Shanghai, Shenzhen, Hangzhou and other places. On the evening of the 22nd, the Ningbo Apple Retail Store was still crowded with consumers who experienced the new machine.
It has also been found that with the development of instant retail platforms, in-store queues are no longer the only option for consumers, and many people have seen many Ele.me and Meituan riders take new iPhones from Apple Stores and deliver them to consumers' doors.
Meituan flash sale data shows that the sales of new products of the iPhone 15 series increased by 13 times compared with the iPhone 14 series, and the sales of Beijing, Shanghai, Guangzhou, Hangzhou and Shenzhen ranked among the top five in the country, with an average sales growth rate of nearly 1,000%, and sales in third-tier and below lower-tier cities increased by 23 times. Ele.me data shows that within two hours from 8 a.m. to 10 a.m. on the 22nd, the iPhone transaction volume of the whole site exceeded the usual day by 100 times.
From the consumer experience, the iPhone 15 Pro and iPhone 15 Pro Max need to wait after purchase. Buy iPhone 15 Pro on the official website on September 22, showing that it will be shipped at the end of October; The estimated delivery date for the iPhone 15 Pro Max is mid-November. Some people tried to place orders from other e-commerce platforms and found that buying the iPhone 15 Pro Max on Tmall and the official website would take two months to receive the goods. On the same day, the news of "iPhone 15 orders scheduled for winter" was once on the hot search.
The premium for the new product is the lowest in the past 4 generationsDue to the long wait time after ordering the iPhone 15 Pro and iPhone 15 Pro Max, the product has a premium space. On the morning of the 22nd, after consumers picked up the goods in the store, a large number of scalpers gathered at the door waiting for the goods.
iPhone 15 standard version products are not within the scope of the acquisition of scalpers, taking the 256G iPhone 15 as an example, the official website price is 6999 yuan, and the price of some e-commerce platforms after subsidies is only 6598 yuan. An Apple clerk in a city even admitted that the iPhone 15 is not as cost-effective as the iPhone 14 Pro.
The news of "iPhone 15 and Plus breaking" was also on the hot search, and it was difficult for netizens to understand for a while, "Apple's two hot searches on the same page, the other is that iPhone 15 orders are scheduled for winter, which is true?" "
Tianfeng Securities analyst Guo Mingxi said that iPhone 15 and iPhone 15 Pro sales are lower than expected, if Apple does not reduce sales, there may be cuts.
Compared to previous years, the iPhone 15 Pro and iPhone 15 Pro Max have lower premium space. Some scalpers receive goods live in the live broadcast room, from the perspective of the market, the iPhone 15 Pro price increase is relatively small, some color matching price increase one or two hundred yuan, blue original price purchase.
A scalper who bought a new machine at the door of the Apple Store in Guangzhou revealed that the iPhone 15 Pro Max 1TB version was added up to 800 at the moment of sale, and the price of 500 was added 512GB, and as time went on, more and more people got the machine, and the premium began to fall.
At 11:40 on the 22nd, the purchase price of a third-party channel in Hunan showed that the iPhone 15 Pro primary color, white, and black were only 100 yuan more expensive than the official website, and the blue price was the same as the official website. A few minutes later, the purchase price of some models of iPhone 15 Pro was lower than the official website of 50 yuan or even 100 yuan. During the same time period, in front of the Jinan Hang Lung Apple Retail Store, scalpers bought the iPhone 15 Pro Max at a surcharge of 500 yuan, and sold it to consumers at an additional price of 100 yuan.
Some scalpers refused to buy the blue iPhone 15 Pro, and some people found that the 256G version of the iPhone 15 Pro was sold 50 yuan cheaper than the official website on site. From the color point of view, the primary color is the most sought-after, netizens ridiculed "blue is the worst, this year scalpers shake their heads when they see it".
Even the iPhone 15 Pro Max, the highest premium is only about 1200 yuan. Taking the most popular iPhone 15 Pro Max 256G as an example, the purchase price of primary color scalper is up to 11200 yuan, which is 1200 yuan more expensive than the official website. The premium for the 512G and 1T versions ranged from 500 yuan to 800 yuan, and by the afternoon, the premium for these two products was reduced to about 300 yuan to 600 yuan.
Obviously, the iPhone 15 Pro and iPhone 15 Pro Max premium is significantly lower than the new machines released in previous years. Some models of iPhone 14 Pro once increased the price by 1500 yuan; On the first day of iPhone 13 release in 2021, the new color of that year, Yuanfeng Blue, increased the price by about 2,000 yuan; In 2020, the iPhone 12 Pro model can increase the price up to 3,000 yuan.
The most intuitive feeling of consumers and scalpers is that the price increase of new iPhone products is not as much as in previous years. Mr. Liu, who runs an electronic product stall in Jinan, also has the same feeling, the sales of iPhone products on the 22nd are not as good as in previous years, "not as much as in previous years, from the situation of the film, the activation rate is also low." Mr. Gao said that some past iPhone users are waiting to see the release of Huawei's new machine.
"The iPhone 15 series is not selling well this year." After analyzing the market situation, some scalpers do not even dare to buy unopened machines, and the original price does not dare to charge, especially the iPhone 15 Pro series.
iPhone 15 series product premium is not as good as in previous years, some netizens believe that the reason is that the improvement of iPhone 15 Pro is relatively limited, "even the upgraded A17Pro chip, energy consumption is greater than 16", Apple's new product upgrade is not large enough, so that everyone loses interest.
Different from the feelings of consumers and scalpers, based on the initial sales of iPhone 15 and iPhone 15 Pro, in the early morning of September 23, Guo Mingxi analyzed that Apple's iPhone business revenue and profit in the fourth quarter of 2023 will be better than expected, believing that Apple's iPhone 15 model shipments in the second half of 2023 will be 80 million units, while iPhone 14 series models will ship 76 million units in the second half of 2022. "According to the order of the telephoto camera module, the largest bottleneck in the supply chain, the order of the iPhone 15 Pro Max has been raised to 35 million units this year, and the iPhone 14 Pro Max shipped 28 million units last year." Guo Mingxi believes that this is the biggest driver of this year's fourth quarter performance.
After the release of the iPhone 15 series, as of September 22, 2023, Apple's market capitalization was $2.73 trillion, down 10.8% from its highest market value before the conference.
After the iPhone opens pre-sale, it is more and more difficult for scalpers to get benefits on iPhone products, and the official website will clearly indicate the time of receipt, and it is basically accurate, "and Huawei's mobile phones do not give consumers the opportunity to buy at all, scalpers earn the most money on this mobile phone." ”
In the market, more and more eyes are turning to Huawei. Some netizens found that Huawei chain is still recruiting workers at a high price, and the Apple chain has been maintained at about 25 yuan, and the higher the wages usually mean the more urgent the production task. According to the Securities Times, the salary of the FIH department that worked as a temporary worker in Longhua Foxconn and worked for Huawei's mobile phone OEM once reached 26 yuan per hour, which greatly exceeded the hourly wage of 21 yuan for the IDPBG department that made mobile phones for Apple.
Reporter: Du Lin Proofreader: Dongping Editor: Du Yahui