Apple's data for the first quarter of fiscal year 2024 shows that revenue in the fourth quarter of last year was $119.6 billion, of which the revenue in Greater China was $20.8 billion, which is about 150 billion yuan in yuan, and in comparison, the revenue in Greater China last year was $23.9 billion, which is about 17 billion yuan in yuan, compared with the same period last year, Apple's revenue in the fourth quarter decreased by 13%.
Regarding the decline in Apple's revenue, Kotaku believes that it should be viewed from two aspects.
First, consumption downgrade; last year, the development of the entire market was sluggish, and many consumers were unwilling to spend money to buy relatively high-priced products, but instead bought low-priced "flat replacements"; if they were only used as communication tools, many cost-effective mobile phones were also very good choices, for example, last year, more than 2,000 yuan could buy a lot of 1TB mobile phones, but more than 2,000 yuan could not buy a new iPhone, and the old ones were almost impossible.
In the case of economic upturn, many consumers are replacing iPhones every year, but in the case of economic downturn, some consumers choose to endure and are not in a hurry to replace the new iPhone;
Second, the standard version of the machine beggars, the top machine is sold for money! Apple launched last yeariPhone15The standard version is not significantly improved compared with iPhone14, but the starting price is still 5999 yuan, and even 128GB starts; in additioniPhone15It is still a 60Hz refresh rate screen、20W fast charging technology,These configurations will even only appear on entry-level Android smartphones,More than 1,000 Android mobile phones are almost all popularized with high refresh rate screens and high-power charging technology。
As for the top iPhone15 Pro Max, although it is 256GB starting, the starting price has risen to 9999 yuan, and the price of mobile phone storage has almost fallen to the freezing point in the past two years, Apple still sells large storage as gold; last year, most of the mobile phone manufacturers started with 256GB on flagship mobile phones, and some high-end flagship mobile phones directly started at 512GB, although Apple has increased the amount of starting storage, but the starting price is also expensive.
It is precisely because of the lack of sincerity of the iPhone15 series,The series of machines will be reduced in price soon after the launch,Take iPhone15 as an example,The price of the machine at the end of last year has fallen below 5000 yuan,More than 4,000 yuan can be bought;Even the more popular iPhone15 Pro series,The decline in many channels is as high as 1,000 yuan,Now the price reduction of the iPhone15 Pro series has been as high as 1500 yuan。
Kotaku believes that due to the independent research and development of the iOS system and A series chips, Apple still has a great advantage in the integration of software and hardware, but the practice of squeezing toothpaste is not good;The iPhone15 series released last year is really unsatisfactory in terms of innovation, but the latest news shows that the iPhone16 series is expected to introduce a larger main camera and a new AI chip, and the experience may bring a huge improvement.