Seeing the pricing of Apple's mobile phone, Han Ge couldn't help but think of a sentence: "Routine has won people's hearts since ancient times", which is really full of routines. Speaking of this, we have to start with the industrial potential energy in industrial economics. Any product has potential energy. What is potential energy? In physics, the higher a thing is lifted, the greater its energy. When an egg falls from the sky, its attack power will even exceed that of a bullet, which is the mutual transformation of potential energy and kinetic energy. By the same token, a company can stand out in the low-end market only by enhancing its brand image as high as possible, improving its potential energy and grasping the hearts of high-end users.
Once upon a time, Apple's mobile phone represented a high-end image, and all the people who used Apple's mobile phone were high-end people. However, with the continuous decline in the price of Apple's mobile phone and the increase in the inflation level of RMB, Apple's mobile phone has become an arcade. Even Tencent's big data report some time ago even said that most people who use Apple's mobile phone are low-income people who have no house or car.
This is the problem. The popularity of mobile phones makes consumers buy feelings instead of mobile phones. Only by expanding its potential can mobile phones represent high price, high quality and high image. Although the latter two are not directly related to high prices, they are still related to some extent. Originally at the price of five or six thousand yuan, Apple's mobile phone can be said to be a ride. Except for a few high-end mobile phones like Samsung, most Apple mobile phones themselves represent high prices. However, with the great development of domestic mobile phones, many domestic mobile phones are comparable to Apple in price, and flagship machine like Huawei has even surpassed Apple in price, which makes Apple no longer have unparalleled potential in the high-end mobile phone market.
Then, if Apple's mobile phone wants to win further in the mobile phone market, it must further boost its potential energy, enhance its brand image, and let everyone know that the new iPhone8 is not affordable for ordinary wage earners. Only in this way can we maintain our high-end image, so it is Cook's plan to further climb to the high-end market, and it is one or two different from the usual Apple mobile phone. The new Apple phone still has the so-called LCD screen, 64GB version, deep space color matching, A 1905 model and other information, which seems completely different from the extremely high-end image above. It can be expected that when Apple introduces high-end organic light-emitting diode models, there will be some low-end products with prices slightly lower than those of high-end models and similar to those of ordinary domestic high-end machines. This is the routine mentioned before. By boosting potential energy, and then using some low-end products closely related to high-end models to generate low-end kinetic energy to attack the market on a large scale, this is the standard gameplay. Playing high-end brands and hitting the market with low-end products are the real rules of mobile phones.
It seems that Cook has finally figured out the rules of mobile phones, and Apple has begun to play routines, but whether consumers will buy this routine depends on the performance of the market. You may wish to leave a message to discuss, will you buy a new iPhone for 10,000 yuan?