Last week, according to the sales interface of Apple official website, the instant order delivery cycle of iPhone 14 Pro series has now exceeded one month, the iPhone 14 Pro shipment cycle has reached 5-6 weeks, and the iPhone 14 Pro Max has a maximum of 6-7 weeks, setting a record for the longest ordering cycle in the history of iPhone. Not to mention anything else, just this news, Apple has successfully become a hot search (1/10).
This situation indirectly reflects the popularity of the iPhone 14 Pro series. Compared with the previous generation of "Thirteen Fragrances" iPhone 13 Pro series, the iPhone 14 Pro series has a longer delivery cycle. Even if Apple officially takes measures to control the volume, it cannot explain the real sales comparison situation, but online and offline channels are basically "hard to find a single machine", and price-raising sales have become the "normal in the industry." Unless the volume of goods flocking to the market tends to saturate and sales growth is flat, from the current situation, consumers still need to continue waiting for shipments for a long time.
At present, it seems that in front of Apple, there is a great sales situation. I believe that the entire series of iPhone 14 must be widely popular, right? However, contrary to the facts, as the entry-level model of the iPhone 14 series, the standard version of the iPhone 14 does not have any shade. When placing an order on Apple's official website, it was found that the delivery cycle was much earlier than the iPhone 14 series, and some channels even sold at lower prices than the official website. This is completely contrary to the public's past understanding. The generally popular model is not the cheaper iPhone 14, but the more expensive iPhone 14 Pro series.
Although the iPhone 14 Pro series has upgraded functional points such as Lingdong Island, A16, 48-megapixel main camera, satellite communication (not available in China), the overall situation is not much different from the previous generation iPhone 13 Pro. Not to mention that this generation of iPhone 14 standard version only replaces the main camera with A15 full-blooded version and a larger aperture, which is close to the standard version of iPhone 13 and has no highlights at all.
Even so, it cannot stop the market's enthusiasm. Is it said that toothpaste-style updates are not welcome? Why are you rushing to queue up when the sales starts? On the other hand, the sales, brand recognition, premium of a number of domestic manufacturers that emphasize technological innovation are almost difficult to go hand in hand with them. This is not only thought-provoking, but is innovation not effective? Only by keeping it flat can you gain a hot sale? Or is it wrong for domestic manufacturers to explore high-end methods?
is wrongly asked. The crux of the problem is not innovation, but is it really meaningful to consumers? What valuable things can it bring? All manufacturers must answer this question seriously. So, who is really swimming naked and who is really leading the way?
On the surface, Apple has not had any major innovations since the iPhone X series generation, but it is just a minor repair on the ship. In fact, Apple is slowly moving along a certain path, such as better video shooting, stronger processor performance, safer and easier FaceID, and the direction of true full screen. Apple's direction is based on long-term strategy. In other words, practicality must be prioritized in existing practicality and upgrades. As for upgrades, they cannot have a negative impact on practicality, even if they are not upgraded.
Mobile phone size is limited. A small innovation is very likely to bring about an internal structure change, and this change will sacrifice existing practicality. Moreover, Apple's product strategy is "extreme, simple and easy to use". It is arbitrarily added fancy functional innovation, bringing users an inconvenient experience. It is better not to innovate than to add a little more redundancy.
From the perspective of Apple's product, the innovation of domestic manufacturers is also in the short term opportunistic . Sometimes the telephoto is popular, and the telephoto function is increased in a rush; sometimes the super large bottom sensor has become a consensus, and I try my best to stuff a big bottom sensor into the flagship; sometimes I pursue faster charging, and rush to launch increasingly outrageous charging speeds. In the end, such innovations cannot leave a deep impression on consumers, because there are too many labels, too fancy and emphasis on parameters, which cannot really touch consumers to react Lenovo with the real experience.
Why is it said that Huawei can take the high-end path to compete with Apple? It is not about the "gradual upgrade" like Apple, but about the extremely strong sense of functional innovation.
If you have carefully learned about Huawei's Mate series and P series, you will find that Huawei first made efforts in the direction of communication, lightness and battery life. These points were all pain points that affected consumers' use in Android phones in their early years, such as the Internet disconnection, the phone is thick and heavy, the battery is not durable, etc. Huawei not only did these basic actions well at that time, but later continued as inheritance genes, forming consumers' memory points for Huawei's Mate series and P series. The
Mate series and P series are getting bigger and bigger, and the problems that come soon become more and more prominent. In addition to the thin, small screen and design of the two product series, it is difficult to widen the gap between the two selling points. Therefore, in terms of release time, product positioning, and marketing methods, the Mate series injects heavy black technologies that focus on business positioning and improving safety and efficiency, such as wireless reverse charging, 3D face recognition, and air-to-air gestures. The P series focuses on fashionable positioning, highlighting photography and trendy designs, such as periscope telephoto lens , electrochromic technology, and four-curve overflow screen design.
product positioning is clear, and the user group is clear at a glance. The cross-coverage of the dual flagship strategy has formed a wide audience map. The long-term accumulation of reputation and high migration costs (including usage habits, specific functions such as knuckle screenshots, and a large amount of data storage), as well as low usage costs and stable system experience, further consolidating the cornerstone of Huawei's brand. Unless there is a major event in Huawei and cannot continue to meet consumer needs, it will basically not shake Huawei's position.
It is not difficult to understand why Huawei, which has been out of business for two years, once again launched the Mate series new product - the Mate 50 series, which will cause a shocking buying trend. From online to offline, almost all people are empty and empty in seconds. Except for Apple, this grand event has not yet happened to other mobile phone brands' new flagships.
Similar efforts have not been tried by other brands, such as creating technical barriers and insisting on brand impression portrayal, and there is still no clear sign of clarity. The only improvement in vivo is moving forward with confidence, launching a series of actions such as cooperation with Zeiss and self-developed imaging chips. It has basically stabilized at the price of 4,000-5,000 in China, and it is just around the corner to enter the high-end market.
The so-called high-end brand is a systematic problem. Various factors in the system are related to each other and affect each other. Some factors that seem irrelevant, such as consumption habits and design, are most likely to have an impact in a certain time and space. Solve one or two of these elements, such as self-developed chips and main images, and cannot lead the brand to completely reach the high-end.
To put it bluntly, only innovation that truly solves user pain points is the key to profoundly affecting the user's mind. This includes systemic questions. Which factors should innovation be based on to play a role? What kind of trade-offs are needed in the system to play its influencing role?
All innovations that do not focus on consumers' pain points for marketing gimmicks always ignore the starting point of consumers voting with their feet, that is, why do I spend more money and pay for this function? Why do I spend a lot of extra money and give up certain functions? It is impossible to perceive user needs through pain points. All pseudo-innovations are nothing more than seeking fish in a tree, and it is impossible to leave strong memories for consumers.
The road to high-end is a long way to go. Innovation in solving user pain points is an important proposition. All brand manufacturers have been moving in the right direction they think. Looking forward to Apple's brilliant glory is not just a one-man show, but a game of heroes contending among hundreds of schools of thought. Only in this way can the mobile phone industry usher in a warm spring.
