Recently, in addition to the new iPad Pro and Macbook Air, Apple has released another piece of news that Apple fans "love to hate". The iPhone 11 series has dropped in price.
For those users who bought the iPhone 11 series on Apple’s official website or e-commerce platforms before April 2, 80% of them will regret buying it too early, because the iPhone 11 price reduction is quite large this time, and the most basic iPhone The 64G version of iPhone 11 can be purchased for less than 5,000 yuan, and the iPhone 11 pro max series has been discounted by up to 1,600 yuan.
The iPhone series of mobile phones has been known for its "preservation of value", but at the beginning of last year, the iPhone XR/XS series launched a wave of major price cuts on e-commerce platforms, attracting fruit fans from all walks of life to shout "really delicious". The iPhone XR, which had been complained about before, sold like crazy. Rising, Cook is also blooming.
This time, the iPhone 11 series has once again launched a "big move" to reduce prices. Against the background of the impact of the epidemic and the intensive launch of new 5G phones in the Android camp, is Apple panicking?
iPhone 11 series prices reduced by up to 1,600 yuan
html On April 2, Suning Mobile’s official Weibo stated that iPhone 11 has launched price cuts across the board, with the highest price reduction reaching 1,600 yuan, and the lowest price of iPhone 11 is 4,999 yuan. On the official website of Suning.com, the prices of all iPhone 11 Pro Max models have been reduced by 1,600 yuan, and you can buy them as low as 7,999 yuan; the price of iPhone 11 Pro has been reduced by 1,200 yuan, and the 64G version has been reduced by 7,499 yuan; at the same time, the iPhone 11 has also been reduced by 500 yuan, with the lowest 64G version The price is 4999 yuan. In addition, previous-generation models such as iPhone XR also saw price reductions to varying degrees.html On April 3, following Suning, JD.com announced price cuts across the iPhone 11 series. The JD.com platform shows that you can get up to 1,600 yuan off the entire line of iPhone 11 products with coupons, of which iPhone 11 can get an instant discount of 500 yuan, as low as 4,999 yuan, and iPhone11 Pro Max can get an instant discount of 1,600 yuan, as low as 7,999 yuan. In addition, the previous generation iPhone model, iPhone
Jingdong said that this is the first large-scale and large-scale price reduction in China since the iPhone 11 was launched. Suning also said that this is the first large-scale price reduction in China since the release of iPhone 11.
In addition to Suning and JD.com, channels such as Gome have also joined the ranks of price reductions, and the reduction is equivalent to the above two platforms.
html On April 7, on the above-mentioned e-commerce platforms, price reduction activities continued, but some versions of iPhone 11 were already out of stock.Red, yellow, and purple are shown to be out of stock
It is worth noting that currently, Apple’s official website has not yet reduced the price of the iPhone 11 series products.
According to Sino-Singapore Jingwei, on April 3, Apple stated that there was no response to whether the price reduction of iPhone 11 series products through e-commerce channels was officially authorized by Apple. The shipment volume of
has dropped significantly. Is the price reduction effective?
Judging from past experience, every price reduction of iPhone products can boost sales. Industry insiders said that this substantial price reduction should also have a considerable promotional effect.
Last year, the iPhone XR series was priced relatively high when it was first launched and was lukewarm in the market. However, after subsequent price reductions, sales have continued to soar.
In January 2019, e-commerce platforms such as JD.com, Tmall, Suning, and Pinduoduo successively lowered the prices of iPhone series products, including the latest models at the time such as iPhone XS and iPhone XS Max. Subsequently, Apple officially launched a promotion and lowered the price of iPhone XR by issuing vouchers to trade-in users.
In March 2019, the prices of iPhone products, including iPhone XS MAX, iPhone XS and other new models at the time, reached a record low. The price reduction and promotion effect of
is obvious. According to Tmall information at the time, from the price reduction on March 5, 2019 to 12:00 on March 7, the overall sales of iPhones on the Tmall platform increased by 150% month-on-month. Among them, iPhone XS Max sales increased by 230% month-on-month.
Apple has tasted the sweetness. When it launched the iPhone 11, the initial price in the Chinese market was reduced by 1,000 yuan compared to the iPhone XR. Not surprisingly, it was popular among consumers, and sales exceeded expectations.
However, due to the impact of the new coronavirus epidemic, iPhone sales in China have declined significantly this year. Data released by the China Academy of Information and Communications Technology shows that the overall domestic mobile phone market shipments in February were 6.384 million units, of which only 490,000 were iPhones, accounting for only 1% of the domestic mobile phone market. The overall mobile phone market shipments accounted for 8%, a 60% decrease compared to the same period last year.
htmlCan the 65G iPhone be released as scheduled?
In September last year, after the release of the iPhone 11 series, Apple’s stock price rose for two consecutive days, and its market value once again exceeded the trillion-dollar mark. Since then, the hot sales of iPhone and other hardware and the popularity of service products have caused Apple's stock price to continue to rise, rising from US$151 to nearly US$328, more than doubling. However, the spread of the COVID-19 epidemic around the world has had a huge impact on the global capital market, and Apple, the leader of U.S. stocks, has also plummeted.
On March 14, Beijing time, Apple’s official website published a letter from CEO Cook to Apple employees around the world. Cook announced in the letter that Apple will close all retail stores outside Greater China until March 27. However, as the epidemic develops, the time for retail stores to reopen has been delayed. According to foreign media reports, Deirdre O'Brien, Apple's senior vice president of retail and talent, said in a memo to internal employees that the company expects "all offices to maintain flexible work arrangements and all retail stores in the United States to remain closed." status until early May. "
Apple's largest OEM factory in the world is Foxconn . Recently, according to the Ministry of Industry and Information Technology, 810,000 people in Foxconn's 27 major factories have resumed work, and the overall resumption rate is 93.7%. However, due to the impact of supply chains in various industries, it will take a certain amount of time to restore production capacity, so there is still a certain impact on the shipments of Apple mobile phones.
From February 12 to April 5, Apple's stock price has fallen all the way from US$327.22 to US$242.41, reaching its lowest point of US$212. On April 6, local time in the United States, Apple’s stock price surged 8.72% to close at $262.47.
html On April 7, most Apple concept stocks rose. Lens Technology rose 7.14, Huagong Technology rose 6.26%, Guangyunda rose 8.94%, and Han's Laser rose 6.48%. html On April 3, Morgan Stanley analyst Katy Huberty reiterated an "overweight" rating on Apple stock in a report, but he lowered the target price from $328 to $298. This year, Huberty has lowered Apple's sales and profit forecasts for the third time. In the latest report, Huberty took a severe recession into consideration. Huberty believes Apple will rebound once the coronavirus-induced recession ends. She pointed out in the report: “Apple’s customer retention rate is at the leading level in the industry and its balance sheet is solid. Even if the recession is prolonged, Apple can maintain stable investment compared to its competitors, so Apple has the best chance of returning to its previous long-term performance. Revenue and profit growth track." Huberty also believes that during the recession, Apple customers will own mobile phones for longer, and the iPhone replacement cycle will exceed 4 years.
Cowen analyst Krish Sankar also lowered his price target on Apple to $335 from $370, maintaining an "outperform" rating. Sankar pointed out in the report: "The impact of the new coronavirus is spreading from the supply chain to the demand side. Since iPhone and iPad sales will decline, we have lowered our mid-term expectations."
According to Sino-Singapore Jingwei, in fact, due to the impact of the epidemic, Whether Apple can release the 5G iPhone as scheduled this fall has been questioned.
However, it is reported that Foxconn said in an internal conference call with investors that the new iPhone will be trial-produced on time in June and mass production will begin in August, and there will be no delay issues.
In order to ensure that the 5G iPhone is released as scheduled, Apple is also taking some "unconventional operations." According to foreign media reports, due to restrictions on business travel during the epidemic, Apple’s engineering team is currently unable to travel to China. Instead, they use online video calls to guide Chinese colleagues in the assembly of new mobile phone prototypes.
In an unprecedented move, Apple is allowing hardware engineers to take home prototypes of new, unreleased phones. Previously, Apple had always implemented a strict confidentiality culture, and it was even impossible to access the company's internal systems and important resources when working from home.However, facing the impact of the epidemic that will not end in a short period of time, Apple is making adjustments to adapt to the new rhythm of working from home.
Tianfeng Securities analyst Ming-Chi Kuo issued a report saying that China's A-share electronics sector is expected to rebound across the board in April with an increase of about 30-60%, with the Apple industry chain and semiconductors being the top choices. He gave three reasons:
Global electronic stocks have rebounded in the past two weeks. The key is that the previous sharp correction in stock prices has reflected the market's concerns about the new coronavirus causing 1H20/2Q20 fundamentals to be lower than expected. It can be proven that any recent negative news about the epidemic in 2Q20 (such as Apple Store closing until May) will have a significant negative impact on the stock price.
There is a low chance that Apple will fall below the previous low of $212 recently, which will be beneficial to the rebound of A-share Apple industry chain stocks.
The weakest stocks have begun to strengthen, and there is no reason to be pessimistic about the A-share Apple industry chain in the near future.
Tianfeng Securities believes that the Apple industry chain is superior to the Android industry chain because suppliers are expected to benefit from iPhone specification upgrades, while most components of 5G mobile phones launched by Android brands may not necessarily have specification upgrades. In terms of semiconductors, it benefits from the clear trend of domestic substitution. Tianfeng Securities predicts that the industry chain will receive clear 3Q20/2H20 order demand from brand customers as early as early May. If the 3Q/20/2H20 order demand improves better than market expectations by then, the rebound will be sustainable and turn into a reversal. .
(This article does not constitute investment advice, and you are responsible for operating at your own risk)
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Column Chief Editor: Qin Hong Text Editor: Li Linwei Title and Picture Source: Xinhua News Agency Picture Editor: Zhu Quan
Source: Daily Economic News
