Beijing News (Reporters Yang Li and Chen Weicheng) Yesterday morning, Apple’s “biggest change” product in ten years, iPhone X, and four other products were released. However, just after the meeting, Apple's stock price fell, closing at $160.86 that day, down 0.4%. Apple's total market value is approximately US$830 billion. Based on this calculation, US$3.3 billion (approximately RMB 21.6 billion) has evaporated in one day. "Face recognition" turned out to be an oasis, and the stock price plummeted. In the early morning of September 13th, Beijing time, Apple held an autumn new product launch conference at the Steve Jobs Theater in Apple Park, its new headquarters, and released iPhone 8, iPhone 8 Plus, iPhone X, Apple Watch and Apple TV. . Apple CEO Tim Cook called the iPhone X "the biggest leap forward since the first generation iPhone" at the press conference. The biggest highlight of this product, in addition to its full screen, is its use of face recognition technology. However, something went wrong at the scene. Apple Vice President Craig Federighi demonstrated the face recognition function, and the first recognition failed unexpectedly. As you can see in the video broadcast, the words "Please enter the numeric password to unlock Face ID" appear on the large-screen mobile phone. Craig Federighi only succeeded on his second identification. Although Apple claims that the new technology has a recognition error rate of less than one in a million and will only unlock when the user is staring at the phone. However, at the press conference, the scene was very embarrassing when the face unlock demonstration failed. During the press conference, Apple's stock price began to fluctuate, and then plummeted. The opening price of the day was US$162.74, and the stock price once hit a low of US$158.78 around 15:00 local time. As of the close, Apple's stock price fell by US$0.68 to close at US$160.82, a decrease of 0.42%. Apple's market capitalization is approximately US$830 billion, a US$3.309 billion decrease from before the release. iPhone Previously, KGI Securities analyst Ming-Chi Kuo said in a report that the daily production of iPhone Apple usually ships new products within a week or two after release. Apple set the pre-order date for iPhone X on October 27, one and a half months later, which led many people to speculate that Apple's supply was limited. Kim Forrest, senior equity research analyst at Fort Pitt Capital Group, said, “It’s a good thing to have a product like iPhone "Launched in the middle of the month." On September 13, a Beijing News reporter saw on JD.com that the pre-order price for the self-operated Apple iPhone 8 64GB full network mobile phone was 5,888 yuan, and the pre-order price for the 256GB version was 7,188 yuan. The Apple iPhone 8 Plus 64GB full Netcom 4G mobile phone has a pre-order price of 6688 yuan, and the 256GB pre-order price is 7988 yuan. It’s no different from Apple’s official selling price. Suning.com, Tmall Mall, etc. all require an appointment before purchasing, and there is no guarantee that the purchase will be successful. The reporter entered the official website of China Unicom and found that users who successfully made an appointment can have priority to purchase the new iPhone contract plan. However, users with outstanding payment will not be able to handle it. Each ID number can only reserve a maximum of one iPhone8 series contract plan and one iPhoneX contract plan. China Unicom did not disclose specific price packages. It is understood that at present, China Mobile does not have a contract plan, but the official website and the above-mentioned e-commerce platform can accept reservation services. China Telecom has not yet taken any relevant action. Scalpers are speculating on iPhone X, and the price is close to 20,000. Both iPhone 8\8 Plus and iPhone A reporter from the Beijing News found that the price of the iPhone 8 64G version online has increased from 5,888 yuan to 12,888 yuan. The iPhone X, which has a more expensive starting price, costs close to 20,000 yuan in the hands of scalpers.
Subsequently, the reporter contacted several overseas purchasing agents, and a Japanese purchasing agent said that he did not have the goods in hand. The specific purchasing price cannot be determined until Apple officially launches it. The other party estimates that the purchase price of iPhone 8 64GB is around 100,000 yen, which is equivalent to about 6,000 yuan. An American purchasing agent said that iPhone 8 and 8 plus will be shipped on September 22, the day they are first launched, and the price will be based on the store's quote on the day of shipment. As for the iPhone Online survey results show that among users who want to buy a new iPhone, more than 80% of users expressed their intention to buy iPhoneX, but 70% of netizens’ psychological price for iPhoneX is less than 7,000 yuan. The reporter randomly interviewed ten ordinary urban white-collar workers. The interviewees all said that the price of the new mobile phone is higher than expected, but if they need to replace it with a new phone, they will choose iPhone 8. "The functional configurations of 8 and ■ Character Observation What should Cook do after hitting a trillion-dollar market value and suffering a setback? On September 12, local time in the United States, Apple released the iPhone X. Apple CEO Tim Cook called it "the biggest leap forward." However, just after the meeting, Apple's stock price fell, and Apple's market value evaporated by more than 21.6 billion yuan. This is completely different from the original expectation that Apple would hit a market value of US$1 trillion with the iPhone X. As the successor of legendary leader Steve Jobs, Cook is destined to bear everyone’s expectations and doubts. Cook has worked hard to consolidate Apple's platform advantages. Under his leadership, Apple's market value has continued to rise in recent years. However, some people also believe that Apple under Cook lacks revolutionary innovation. Each generation of products relies on so-called micro-innovation to hit the market, and it has lost its status as a leader in the smartphone trend. In addition, it is relatively conservative in strategic investments. For a long time, Apple, which holds hundreds of billions in cash, has rarely made large-scale investment and acquisitions, and has not made much achievements in big data, cloud strategy, etc. In addition, its proud design and functions are at risk of being caught up, and many people are worried about Apple's future. Market value growth: a safe bet In the six years since Cook took charge, Apple's market value has increased by about $460 billion, reaching a level of more than $830 billion. It beat second-place Google by a full $150 billion. According to Kensho data, from the two weeks before the past 11 iPhone launches to the six months after the launch, the median increase in Apple's stock price was 27%. In view of historical data, if the iPhone Based on the impact of Apple's previous press conferences on the stock price, it should be a high probability event that the market value exceeds one trillion US dollars. But as Apple's stock price fell, this exciting expectation in the industry took a hit. Cook seems to have been unconcerned about Apple's market value. He once said in an interview with the media that the outside world's opinions about Apple's future and stock price are "ridiculous". He emphasized that Apple does not pay too much attention to stocks because he is more focused on long-term development. On August 24, 2011, Cook became Apple CEO. He called that "the worst day." Recalling those days, he said that he even had the illusion that Jobs would come back at any time. But Jobs failed to return in the end. At that time, there were voices saying that Apple lacked a charismatic leader and might repeat the mistakes of 1985 and decline. But now it seems that Apple has basically maintained a stable growth trend. Cook took over management of the company from Jobs three times: once in 2004, when Jobs was recovering from pancreatic cancer surgery; once in early 2009, when Jobs took a six-month medical leave for a liver transplant; and again. In early 2011, Jobs was on sick leave again. Since Apple's performance and stock price have grown steadily during his management period, Cook has been called a "safe bet" for Apple.
Behind Xiao Gui Cao Sui: Lack of Product Passion As the successor of legendary leader Steve Jobs, what should Cook do to gain recognition or avoid infamy? Cook once told CBS TV how he came to work at Apple in 1998. He originally worked at Compaq and was doing very well, but after meeting Steve Jobs, "In less than five minutes, I decided to give it a go." "Suddenly, I had an idea in my mind, 'I want to go to Apple.'" After officially taking office, Cook followed the strategy established by Jobs and continued to move forward. Hardware innovations are gradually incorporated into various series of products, consolidating Apple's advantages in operating systems. However, it also leaves the outside world with the impression that "upgrades have been achieved, but innovations are not enough." After the industry believed that Apple had not launched an important innovative product for three years, the release of the large-screen iPhone 6 and smartwatch in 2014 once again attracted the world's attention. This was also regarded as Cook's first step into a new product field. When Cook made the iPhone screen bigger, mobile phone sales greatly increased. In 2011, 44% of the company's sales came from iPhone, and by 2016, the proportion was close to two-thirds. The large-screen iPhone 6 also helped Apple become the "most profitable company in the world." However, even the iWatch did not reshape the product category in the same way that the previous generation iPhone did. Phoenix Technology’s CEO once compared Cook to Ballmer, Bill Gates’ successor, believing that Cook lacks enthusiasm for products and therefore lacks the ability to bet on the right products. Conservative investment: Apple’s strategy is far from worrying. The financial report released in August this year showed that Apple’s cash reserves have reached 261.5 billion US dollars. It is reported that among the few mergers and acquisitions, Cook likes to acquire start-up companies, usually spending between tens of millions and hundreds of millions of dollars each time. Most acquisitions are directly related to Apple's products and services. Several previous "big" investments include: spending $3 billion to buy the music equipment brand Beats in 2014 and joining Microsoft in 2011 to snap up thousands of Nortel Group's patent portfolios for $2.6 billion. Some voices believe that Cook has continued the conservative strategy of the Steve Jobs era. Apple lacks strategic investment and has not made much achievements in big data, cloud strategy and other aspects. Apple's most well-known equity investment is only about 30% of the shares in the GPU R&D company Imagination. Imagination is the sole GPU supplier for iOS devices, and there has been speculation that Apple would seek to acquire the company. Looking back in recent years, Apple has made almost no large investments in smart assets, and there is a risk that Apple will be subverted due to its backward strategy. However, changes may be happening. Last year, Apple suddenly announced that it would invest $1 billion in Didi. The Financial Times published an article at the time that analyzed that the logic of this investment was different from previous mergers and acquisitions to strengthen its own ecosystem. According to analysis, Didi has surpassed the super portal characteristics of entry-level applications and is essentially an AI-level application. Apple's move may be a ticket to purchase the next-generation ecosystem. Beijing News reporter Jiang Bo ■ Industry analysis Full-screen mobile phones are being released in droves, and the industry chain is undergoing a reshuffle. "In society, I am Brother Lei, but there are not many ruthless people and goods." Xiaomi founder Lei Jun told the truth when he released the full-screen mobile phone MIX2. The industry interpreted this as saying that due to production constraints, the stocking of full-screen mobile phones will be affected. However, full-screen will be the key word in the mobile phone industry in the second half of this year. In addition to iPhone X, more than 10 Android phone manufacturers such as Samsung, Huawei, Gionee, Xiaomi, and vivo are also launching full-screen phones. Luo Zhongsheng, global CEO of Sharp Mobile Phones, believes that full-screen displays are the biggest outlet before the advent of 5G. The debate over "real and fake full-screen" Minsheng Securities believes that as international brands such as Samsung and Apple adopt full-screen in high-end models, domestic mainstream mobile phone manufacturers will actively follow up, and full-screen mobile phones will accelerate their penetration into the smartphone market. It is expected that in 2018 The penetration rate of full-screen mobile phones is expected to exceed 30%. Consumer electronics industry observer Liang Zhenpeng said that full-screen mobile phones will definitely occupy a certain share of the high-end mobile phone market in 2017, and the proportion will become higher and higher. "Major mobile phone manufacturers are also pursuing this concept. For young consumers who like new trends, full-screen mobile phones are a new thing and more attractive." For most consumers, full-screen is nothing more than screen-to-body ratio. Higher.
According to industry insiders, full-screen technology does not use technical means to remove the bezel of the screen, but uses technical means to perfectly solve the problem of how to cleverly place components such as fingerprint recognition, earpieces, front cameras, and light sensors around the screen with as little effort as possible. Changing or even not changing the location of these components. Li Nan, senior vice president of Meizu Technology and president of the Meizu Business Unit, said that Sharp and Xiaomi are not full-screen phones, they can only be considered full-screen phones at the front. They gave up the symmetrical design and cut off one end to increase the screen-to-body ratio. This is just an ID design. Choice is not a technological breakthrough. Samsung S8 improves the bezel width from a fundamental technical level to increase the screen-to-body ratio. Various compromises behind full-screen technology Li Nan, vice president of Meizu Technology, once told the media that full-screen is a trend, and front-facing fingerprints are also a trend. However, at present, these two technologies cannot be well integrated, and you can only choose one of them. In order to achieve a more ideal screen-to-body ratio, the Samsung S8 mobile phone placed the fingerprint recognition on the back, side by side with the camera. Some users said that the rear fingerprint recognition is not accustomed to using it and is inconvenient. Therefore, Samsung S8 takes one step ahead of Apple iPhone X and introduces facial recognition, iris recognition and other biometric recognition methods. However, the security of the newly introduced biometric identification method needs to be verified. Some foreign netizens said that the facial recognition of Samsung S8 is very easy to be deceived. After entering personal facial information, the phone can also be unlocked by taking a selfie. Apple uses 3D facial recognition technology, which it claims is better than flat recognition. However, at the iPhone X launch event, Apple’s 3D facial recognition also failed. In addition to the recognition function, there is a component on the front of the phone that is difficult to put on the back, which is the front camera. Xiaomi MIX’s approach is to place the front camera at the bottom. Sun Yanbiao believes that this is a low-cost reference solution that does not require much technical research and development. In contrast, Sharp's AQUOS S2 adopts camera miniaturization and puts the earpiece and antenna into this small hole, which is more technically difficult. The problem of broken screens is also a more serious problem for full screens. Liang Zhenpeng pointed out that full-screen mobile phones are not very resistant to drops. The glass on the surface of the mobile phone has reached the frame and covers the frame. Its shock resistance and drop resistance are also not good. It is easy for the corners of the screen to be cracked during shocks. Condition. Li Chunli, research director of Xuri Big Data, believes that full-screen displays have brought new challenges to the mobile phone industry. First, the main radio frequency antenna at the bottom of the machine is extremely sensitive to the metal part, and the full-screen display leaves less space for the antenna, making the design more difficult. Second, due to the larger size of the full-screen glass, during the reliability acceptance process of the whole machine, "falling of the whole machine", "environmental impact", etc. can easily cause the risk of glass breakage, which requires higher internal structure design. Will the full screen bring about a reshuffle of the industry chain? Li Chunli believes that the full screen will bring more business opportunities to upstream mobile phone suppliers and downstream terminals, which is of great significance to the mobile phone industry entering the era of meager profits. Panel companies are undoubtedly the most direct beneficiaries. Sun Yanbiao believes that the price increase of mobile phone panels will be between 10% and 15%. Li Chunli said that in addition to traditional straight-line cutting, the cutting of full-screen panels also requires C-shaped, R-shaped and U-shaped cutting processes, and laser cutting equipment will also benefit. In addition, the space for placing cameras under full-screen displays will be further compressed, and cameras will need to be miniaturized, which will bring new room for growth to the camera industry chain. However, the changes brought about by full-screen technology will be transmitted to upstream modules such as touch displays, fingerprints, and cameras. At the same time, the financial barriers and process barriers in the module industry will be raised, and a round of reshuffle will then be promoted: small manufacturers will gradually be eliminated in the reshuffle, while module factories with core equipment and processes such as laser processing will take the opportunity to re-establish themselves. Divide market share. Although full-screen is a hot topic at the moment, some people believe that full-screen is not the only direction for future mobile phone development. Liang Zhenpeng said, "When OLED screens become more and more flexible, they can be bent and deformed at will. In fact, there are still many unknowns about the future direction of the mobile phone industry." Wu Yiwen, an analyst at research organization Strategy Analytics, told the Beijing News reporter, After several years of precipitation and development, the full-screen technology has reached mass production standards. In the next five years, mobile phones will tend to be more bendable and foldable. In the years when flexible OLED screen production capacity has been limited, full-screen displays have relatively large room for development.