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In 2023, the iPhone 15 encountered an overwhelming number of negative reviews and false accusations on the Internet, but unexpectedly achieved great success in the pre-sale stage. Apple's official website once collapsed, and major e-commerce platforms have also witnessed this boom. This phenomenon has triggered people's thinking about consumer preferences and Apple's market position, and also revealed the huge gap between domestic smartphones and Apple.
Let's explore this striking phenomenon and see the details and why.
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Since the release of the iPhone 15, the internet has been flooded with negative reviews and false accusations against it. However, the pre-sale stage of the iPhone 15 surprised everyone. It's shocking that Apple's official website crashed within seconds of just starting sales. This seems to indicate that this year's iPhone 15 sales may surpass previous generations. Apple fans and boutique consumers seem to be enthusiastic about the new phone.
However, this boom is not limited to Apple's official website, and major e-commerce platforms have also personally experienced the iPhone 15 rush to buy. One e-commerce platform reported that iPhone 15 bookings have exceeded 3 million in a short period of time, and the combined number of bookings from other platforms is estimated to reach 6 million. The number is jaw-dropping, highlighting consumers' loyalty to Apple and desire for the iPhone 15.
At the same time, it is interesting to note that even the iPhone 15 ProMax, the most expensive model of the iPhone 15, has more than 1 million pre-sales, which exceeds even the most optimistic expectations.
In contrast, the more affordable iPhone 15 also attracted 500,000 pre-orders. This trend clearly shows that consumers tend to choose models in the higher price range and are willing to pay for more features and performance.
However, at noon on the 15th, the supply of iPhone15ProMax and iPhone15Pro appeared on the e-commerce platform in Guangdong, and the pre-sale had to be stopped. At the same time, the iPhone 15 and iPhone 15Plus can still continue to be pre-ordered, suggesting that Apple underestimated the popularity of the higher-priced model, leading to the problem of low inventory.
Although the pre-sale of the iPhone 15 showed surprises, surprisingly, it did not achieve the major technology upgrade that many expected. The performance of the A17 processor has improved by only 10%, below the goal that consumers want to improve by 30% by introducing 3nm technology. Each generation of processors is a slightly more than 20% improvement over previous generations. This is in stark contrast to earlier processors such as the A14, which achieved more significant performance gains.
Although Apple introduced the Type-C charging interface to meet consumer expectations, it used an encryption chip to limit the compatibility of the universal USB-C cable when charging the iPhone 15.
This means that users must purchase an official Apple data cable or an Apple MFI certified data cable to charge the device. In addition, Apple has also raised the price of battery replacement, from the iPhone 7 to the iPhone 13 price increased by about 30 to 60 yuan. Even the cheapest iPhone 7 battery replacement now costs nearly $600. This price increase reflects Apple's profit-oriented approach, aiming to generate more revenue from accessories and services.
However, although these negative news failed to affect the pre-sale of the iPhone 15, we cannot ignore the huge gap between domestic smartphones and Apple.
Domestic smartphones mainly use Qualcomm chips, so the differences between flagship models are small. There is fierce price competition between these domestic brands, often reducing prices by 1,000 yuan or more within six months of launch. This sharp depreciation has led to a decline in consumer perception of domestic flagship phones. However, the impact of domestic brands on Apple still exists, and in the second quarter, a domestic brand's share of the domestic high-end smartphone market reached 15%, higher than last year's single digits. As a result, Apple's market share in this area has fallen from 77% to 67%. The performance of domestic mobile phones may be comparable to the iPhone 15, but the price is 1,000 yuan higher than the latter.
Finally, it's worth noting that the iPhone's unique system can raise usability issues abroad, limiting its reach. However, the strong demand for the iPhone 15 is a powerful rebuttal to those who criticize Apple. Apple enthusiasts, unswayed by allegations of fake 5G or poor signal, continue to show their loyalty. The quick pre-sale response of the iPhone 15 highlights the high importance that Chinese consumers attach to Apple. However, while iPhone 15 sales have started on a high note, the momentum is taking place
Probably won't last.
Similar to the previous iPhone 14Pro, the iPhone 15Pro series is the outstanding model this year, while low-end models such as the iPhone 15 and iPhone 15Plus have received a mediocre response. This trend may eventually lead to a price cut for the iPhone 15, much like the price cut for the iPhone 14 Pro last January.
In conclusion, despite the negative reviews and false accusations that the iPhone 15 faced with negative reviews, it had an impressive success in the pre-sale phase of the Chinese market. This phenomenon reflects consumers' high loyalty to the Apple brand and strong demand for high-priced models.