Everything is only for sales, Apple is working too hard for sales, and CEO Cook can be called a model worker. On March 20, he appeared in Shanghai to meet with the heads of Chinese supply chain companies, and then participated in the opening ceremony of the new store in Shanghai, and went to Shanghai Jiao Tong University to communicate with college students to shorten the distance with Chinese consumers. After the trip to Shanghai, I rushed to Beijing to attend the 2024 annual meeting of the China Development Forum. In the face of media interviews, he even put "I love China, I love Chinese" on his lips, and I was moved and almost believed it! Cook made a series of actions in China, with only one purpose, that is, to increase the sales of Apple products in China, especially the sales of the iPhone 15 series. After all, after Huawei's return, Apple's domestic market share has been declining, and the iPhone 15 urgently needs a booster to increase sales.
On March 26, Apple's official website launched the "Reasons for Generation" page, inviting old iPhone 11, 11 Pro, 11 Pro Max, iPhone 12, 12 mini, 12 Pro and 12 Pro Max users to upgrade to the latest iPhone 15 series. Through comparison, the page shows in detail and intuitively what upgrades are available after the old model is upgraded to the iPhone15, but these upgrades may not be trivial for most users! In order to let the old users buy the new iPhone15, Apple can be said to have worked hard!
Apple's official website launched the "There is a reason for the generation" page, which really brings convenience to old users to buy the iPhone 15, and can intuitively display the new features. However, old users of fruit fans did not buy it, and they said that they should quickly turn off the automatic update of the old model, and the bug that the old model was too smooth has been arranged, and it is estimated that the upgrade will be pushed and repaired in the near future. After all, Apple has a history before, in order to let old users buy new mobile phones, the performance of old devices is reduced through system updates, resulting in a decline in the user's old device experience, and there is a lag, thus prompting old users to buy new phones.
Apple's iPhone 15 series sales are not as expected, on the one hand, due to the return of Huawei mobile phones, mate60 and Pocket2 hot sales have robbed some users, and more because of the lack of innovation in the iPhone 15 series. After Huawei was sanctioned, Apple's innovation seemed to have stalled, and each new generation of iPhone upgrades were like we get up every morning to brush our teeth, squeezing out only a little bit of toothpaste. The lack of innovation of the new iPhone, the performance and experience are not much improved compared with the old models, coupled with the economic recession in recent years, the spare money in the hands has become less, the pessimism has risen, and there are fewer people who naturally change their phones.
In other words, there is no mobile phone that can't be sold, only the price that can't be sold! If you don't buy it with a price reduction of 500, then I will reduce the price by 1000, until you buy it! For sales, Apple's iPhone15 started a big price cut at the beginning of the year, and the 4 models have dropped by more than 1000, which is unique in the history of Apple's mobile phone!
Let's take Apple's JD.com self-operated store as an example, currently:
The iPhone 15 starts at 4923
iphone15Puls起售价为5768
The starting price of the iphone 15 Pro is 6812
The iphone 15 Pro Max starts at 8652
Compared with the offer price, the drop is between 1000-1400, which is more than 10%, and the price of third-party stores is even lower.
For consumers who are waiting, the price reduction is equivalent to a booster and can promote them to place an order as soon as possible. But for old users who have already purchased the Apple 15, it is equivalent to being stabbed in the back by Apple. The reason why Apple's mobile phone can firmly occupy the high-end market, in addition to the strength of the brand and the product itself, another key factor is the value retention rate, which has always been the highest among major brands. Now in order to reduce the price of sales, the myth of value preservation has been broken, and the complaints of old users are just the beginning, and the negative impact on the brand will gradually be amplified.
Apple wants to increase the sales of the iPhone series in China, it is not enough to reduce the price, and it is useless to shout 2 slogans to fool the Chinese people, but to use practical actions to improve the relationship with China, improve Apple's image in the minds of the Chinese public, and then continue to maintain a leading position in technology and innovation by strengthening research and development, and strengthen cooperation with the local supply chain, and launch more products that meet the consumer needs of the Chinese people, so that consumers can give their wallets.
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