While such a brand-new iPhone touches the nerves of countless fruit powders, another thing that makes most people feel like blood is its breathtaking price. The latest news of anecdotal exposure is that there will be three versions of the OLED iPhone, namely 64GB, 256GB and 5 12GB, and the prices will be 999 US dollars (about 7629 yuan), 1099 US dollars (about 8400 yuan) and199 US dollars respectively. An apple with a price as high as 10,000 yuan, the mainstream consumer of Apple, that is, the general white-collar middle class, is believed to be somewhat discouraged. Almost everyone wants to ask a question, is Apple going to kill the goose that lays the golden egg? What is the price of this robbery?
1. Apple in the post-Joe Wang era
A generation of Tianjiao Jobs, I believe everyone will be familiar with it. It can be said that whether it is computers, mobile phones, tablets, MP3 or cartoons, Joe Wang has created an era. In the era of Joe Wang, Apple represented subversion and refreshing design. Indeed, taking the mobile phone industry as an example, the appearance of Apple's mobile phone completely subverted the whole market and broke the mobile phone industry occupied by Nokia and Motorola for many years. The world suddenly discovered that the original mobile phone has grown into this appearance. Since then, large-size touch screens have become the real mainstream of the mobile phone industry. When your overlord Nokia has completely disappeared and the mobile phone business has been sold to Microsoft, Microsoft, which has been in a bleak business for several years, has completely withdrawn from the mobile phone market. Some time ago, Microsoft Mall completely removed the mobile phone, which made many mobile phone enthusiasts feel heartbroken. On the other hand, Motorola has changed hands several times. After it was sold to Google, it was transferred to Lenovo, a computer giant in China. It can be said that its fate is bumpy.
But from the perspective of mobile phone, the change of Apple's mobile phone is based on the death of Joe's boss. On 20 1 1 year, the great Steve Jobs died. As the legacy of Joe's boss, iPhone4s seems to have become a masterpiece of the Jobs era. No one can deny that in Joe's era, Apple was a great company and an outstanding company. However, Apple, which has lost Steve's reality distortion field, has become more and more mediocre in the hands of Tim Cook, the head of this generation. Every generation of Apple phones after the iPhone4s has almost no commendable bright colors except that it is thinner and bigger. Recently, Apple's profit growth largely depends on Cook's unparalleled supply chain management ability and cost control ability, rather than relying on Apple's soul innovation ability.
The most typical case is the performance of China market. According to Apple's just-released third-quarter financial report, Apple's performance in Greater China continued to decline, with revenue of only $8.004 billion, down 65,438+00% from $8.848 billion in the same period last year. This is the sixth consecutive quarter of decline in Apple Greater China. A few days ago, the independent analysis company Konas Company pointed out in its report that the market of Apple mobile phones in China in the first quarter of this year. Although Apple's financial report does not disclose the sales of tablets and laptops in China separately, it can be judged from the performance and sales of smart phones that the sales of Apple hardware in China are still declining.
It can be said that Tim Cook's Apple is definitely not a bad company in terms of operating performance. It is excellent among the major technology companies in the United States, but it is only excellent. Compared with the Excellence in Jobs' hands, Apple today can only be described as mediocrity.
Second, why did Apple dare to sell it so expensive?
In the era of Jobs, I believe everyone bought an Apple mobile phone. At that time, some people even sold their kidneys to buy mobile phones. Now the apple is not the apple of that year. What makes Apple dare to sweep the world and sell such a high-priced mobile phone? What is Tim Cook's virtue?
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 you 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 phone rivers and lakes.
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?
Viewing Jiang Han, the official account of World WeChat from an economic perspective ID: jianghanwiew