standard aims to analyze the changes in Apple's pricing strategy and the price trends of future products.
immediately caused a sensation in the mobile phone industry after the first-generation Apple mobile phone was launched. The mobile phone has also been loved by the public, and its sales and popularity have skyrocketed.
's rapid sales increase, high premium in the early stage of
, but the sales increase at this time relied on the novel appearance and excellent system, as well as the high price to bring a "high-end" image. Looking back at the time, domestic smartphone manufacturers were still in their infancy, or in the exploratory stage after starting, and there were big problems in product positioning and strategy.
There is no doubt that no one can collide with Apple at this time. The decline of , Nokia, , Motorola and other established manufacturers can illustrate this point, and directly suppressed the limelight of , Samsung and .
A few days ago, the market research agency Counterpoint announced the ranking of the top ten best-selling smartphones in the world in April 2022. Only the iPhone took the lead, with a total of 5 models on the list; second was Samsung, with 4 models on the list; The only domestically produced product is Redmi.
It should be said that from the moment of its birth, Apple mobile phones have been the representative of high-priced mobile phones, much higher than other brands. But a few years later, Apple's sales encountered great resistance. They came from several major domestic manufacturers, which not only reduced the size of the domestic iPhone, but also internationally.
There is no price increase for increasing the quantity, market segment
iPhone XS was launched by Apple on September 13, 2018. iPhone At this time, Huawei also released its flagship machine--- Huawei mate 20 series, starting at 3,999 yuan. At that time, many friends were interested in Huawei's models, resulting in iPhone XS sales being very unsatisfactory, which can be called a failure of the pricing strategy.
had no choice but to change the price of the iPhone 11 released in 2019 to 5499, so iPhone sales increased again. In addition to lowering the price, there is also the product segmentation, and the products released are also "large and small". iPhone 11 includes three models: iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max.
In fact, all this is pressure from domestic manufacturers. It can be said that Apple learned a lesson at this time. The iPhone 11, which does not support 5G functionality, has become one of the best-selling models in the history of Apple mobile phones.
In order to compete with domestic manufacturers in the mid-range market, Apple launched its low-end iPhone SE in 2020. This model is currently in its third generation. Although the sales volume is not great, it has occupied a place and won over some users, making the overall sales of Apple mobile phones still in the leading position. The credit is still there, although it is also called an imperfect series of works.
iPhone 14 may increase the starting price
In the past few years, the collision with domestic manufacturers has made Apple realize that if it continues to compete with domestic manufacturers in the same way, it may lose itself in the near future and its brand advantage will be lost. Some analysts believe that the future iPhone 14 will start at 6,199 yuan, and the top-end iPhone 11 Pro Max may reach 14,000 yuan.
Where is the breakthrough point for domestic manufacturers? In addition to benchmarking Apple, there is also the goal of transcending, developing chips and systems, and competing with Apple on new tracks.
