The price of the iPhone 15 series has fallen, and the Chinese people don't seem to buy it
According to the mobile phone industry market research briefing released by foreign media from January to the Spring Festival this year, during this period, the demand for Android models with a price of 3,000 yuan to 4,000 yuan has recovered steadily, and the shipment volume in the first quarter of 2023 has a low base, so the domestic Android mobile phone shipments are showing stable growth compared with last year.
However, the shipments of Apple models in the domestic market showed a year-on-year downward trend, and the "historically low price" at the beginning of the year did not seem to have contributed significantly to boosting shipments. Apple's revenue in Greater China in the first fiscal quarter was 20.82 billion yuan, down nearly 13% year-on-year. Previously, due to the sharp decline in sales in China, Apple's largest overseas market, which directly affected the sales performance of the iPhone 15 series, so, following the price reduction on Apple's official website, the official authorized channels also reduced the price, and the iPhone 15 fell by 1150 yuan for the whole series, which is the largest decline in history. However, IDC data on January 18 showed that although Apple was under competition from Huawei, through a series of marketing and planning, high-end devices still accounted for more than 20% of the global market share. Therefore, it seems that Apple can't sell anymore, in fact, potential users are almost out of bought, and a large number of new mobile phones will come out in 2024, Apple's "squeezing toothpaste" may have made consumers sluggish.
On the contrary, Samsung, which was taken away by Apple to rank first in global smartphone shipments in 2023, directly lowered its shipment target for folding screen mobile phones, setting the shipment target for 2024 at 12 million units, which is relatively conservative. At the same time, it will also focus on the mid-to-high-end market, and Samsung, which has lost the low-end market, will inevitably decline in shipments and lose its position as the first in the global market. However, the capital market does not believe that Apple can continue to maintain the momentum of the first shipment in the future, but the advent of Samsung's AI mobile phone has rekindled the market's confidence in Samsung, and the Samsung Galaxy S24 series mobile phone benefits from generative AI, and the shipment is estimated to increase by 5-10%. S24 already has the basic concepts of future AI phone design, including integrating cloud and on-premise LLMs, leveraging GenAI to enhance the existing application experience (functions and interfaces), and providing key applications (instant translation).