Apple's iPhone has significantly decreased in attractiveness, and the golden age of the Chinese market is a thing of the past?
According to the UBS report, Apple's iPhone sales in February 2024 fell by 4% year-on-year (17.4 million units worldwide, down from 18.1 million units in February 2023), with the decline mainly concentrated in the U.S., India and China. By contrast, China's homegrown smartphone brands such as Huawei, Xiaomi, vivo and Oppo continued to gain market share, leading to a 16 percent year-on-year decline in iPhone sales in China, while Huawei's sales nearly doubled.
In fact, there are many reasons for the decline in iPhone sales. The first thing you can know is,Compared with the iPhone 14 series,iPhone 15 series improvement is more obvious,Especially iPhone 15,But after the release of the iPhone, all kinds of squeezing toothpaste and other news,Even if squeezing toothpasteiPhone 15 is still a very good product,4800W pixels+Dynamic island interaction+second-generation portrait mode, etc.。
But users don't buy this level of improvement, and the phone close to 6K doesn't support 120Hz high brushing, which is indeed accurate, and also uses the A16 of the iPhone 14 Pro series stock. Users perceive that the iPhone 15 series has not improved much, and the price has risen a little bit, so they are disappointed, and the iPhone 16 series is also normal.
Another point is the impact of domestic brands, especially the return of Huawei Kirin. As we all know, at the end of August last year, Huawei made a strong comeback with the self-developed and self-made Mate 60 Pro. The 10th Economic Observation Office checked the relevant data and found that in the fourth quarter of last year, Huawei's mobile phones, which made a strong comeback, achieved sales of 11.46 million units in the Chinese market, a year-on-year increase of 79.3%, while Apple achieved sales of 15 million units, a year-on-year decline of 10.6%.
You know, the fourth quarter of each year is the peak sales season for Apple's new phones, and this year's Apple, in order to meet the challenges of Huawei's mobile phones, carried out an unprecedented price reduction promotion, but it still can't stop the decline in sales. Obviously, China's high-end mobile phone plate is so big, Huawei sells one more, Apple buys less, it is a very fierce zero-sum game. In the first week of 2024, Apple's mobile phone sales plummeted by 30%, which is just a continuation of Apple's continued decline in sales last year.
It can be said that the impact of domestic high-end mobile phones has a certain impact on Apple. If the iPhone is still squeezing toothpaste as always, perhaps more iPhone users are choosing the Android brand.
In the era of overperformance of smartphones, the life cycle has become longer, and the replacement time has also been extended. In the general environment, it is difficult for everyone, how to pry the user's pocket, it depends on how the manufacturer deals with and innovates.