Apple is also messing around. Why is the iPhone 6 32GB a bad move?
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Earlier this week, without any official publicity, advertising, or promotional videos, the new gold iPhone 6 32GB was quietly released. So far, the phone is only for the Asian market. When the iPhone 6 was first released, it only offered 16GB, 64GB, and 128GB versions. Now it has 32GB (no configuration changes), and the price is much cheaper. In fact, at the end of last month, major domestic e-commerce companies opened pre-sales, priced at 3,399 yuan, which is basically the same as domestic mid-to-high-end mobile phones. Now, the Taiwanese market has also opened pre-sales for the phone, with Taiwan Mobile offering limited-time reservations and the official release on March 10. It is understood that the gold iPhone 6 32GB released this time is only for operators and third-party e-commerce channels, and is not available through Apple's official channels such as the official website and Apple retail stores. As a 2014 model, the core configuration of the iPhone 6 no longer has any advantages. The 4.7-inch screen, A8 processor, and 8-megapixel camera are slightly backward. The only thing left is Apple's quality and iOS experience. Of course, even so, the price of 3399 yuan is still attractive for an iPhone, and there will be no shortage of buyers. It can only be said that Apple is too smart, but is there no risk behind choosing the 32GB iPhone 6 as an entry-level device? In the road of choosing entry-level products, Apple has always been quite conventional. Maybe different people choose Apple products because they like the user interface, ecosystem and design. In addition, there are many users who automatically choose to buy Apple products just because of its premium brand. They don’t care about the specific benefits that Apple products can bring, but they believe that "the most expensive is the best", and the more money you spend, the better things you buy. In fact, in many places, iPhone, iPad and Mac are still inevitably associated with social status by people. For these people, Apple products are out of reach and highly sought after. Apple cannot launch low-end products because this will have a great impact on their premium image, which Apple does not want to see and cannot afford, but at the same time they need to attract new customers to maintain growth. So far, I think Apple has been pretty smart, but launching a 32GB iPhone 6 as an entry-level device in 2017? I'm not sure if that's a good or bad approach. In the past, Apple has taken a two-pronged approach to satisfy the market demand for entry-level devices. For example, in the Mac products, Apple previously launched the 11-inch MacBook Air, which was relatively cheap and helped Apple attract a lot of users into the Mac ecosystem with this affordable product. Although there is no 11-inch MacBook Air now, the price of the 13-inch version has been adjusted to $999, which is also quite attractive. In the iPhone and iPad products, Apple's usual practice is to adjust the price of older devices so that they can directly serve as entry-level products. Generally, older iPads and iPhones can still get the latest version of iOS after their release, so there is nothing wrong with Apple's approach. Although sometimes it is a bit difficult for older iPhones and iPads to run the latest version of iOS, at least users still have a choice. But Apple chose an unusual path last year and launched a new, lower-priced product: the iPhone SE. I think launching a new iPhone SE is a smarter approach than continuing to sell older models. First, consumers with limited budgets can finally buy a brand new iPhone, and the functions and features are similar to those of the flagship models, and the performance and service life are not as good as the old iPhone. Second, consumers who want to experience the latest functions and features but do not need a large screen can finally buy the model they want. Although the iPhone SE does not have 3D Touch and a barometer, at least it is still a top-of-the-line phone when it was released, and it is cheaper and more portable. According to data released by statistical agencies, the iPhone SE is also a successful product. It ranked third among the best-selling smartphones in the United States in September last year. There are reports that Apple will launch a 128GB version of the iPhone SE this year. If the news is accurate, it means that Apple also knows that the iPhone SE is not only purchased by users who want a cheap iPhone. It is actually a good idea to continue to update the iPhone SE, and consumers can still buy a newer iPhone at a relatively low price. Replacing the iPhone SE with an old model that has been on the market for two and a half years does not seem to be a very desirable approach. Compared with iPhone SE, iPhone 6 has been on the market longer, and will be listed as obsolete and discontinued earlier in the future. Its performance decline will be more obvious, which means that the user experience it brings cannot satisfy users very much. While Chinese smartphone manufacturers are accumulating strength to enter the premium market, Apple is doing the opposite. Perhaps this is Apple's helpless move, perhaps because in the Chinese mainland and Taiwan markets, consumers pay more attention to screen size than performance, and Apple can only launch at least a 4.7-inch model to compete. Although Apple's helplessness can be understood, this approach is still too risky. Buyers with a limited budget will use a mobile phone for a longer time. Apple needs to consider how the iPhone 6 will perform in the next 3, 4 or even 5 years. If buyers come to the conclusion that "it will not perform well" when considering this issue, then the possibility of them choosing this product will be very low. Do you think it is wise for Apple to launch a 32GB iPhone 6 as an entry-level device? As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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