Goodbye 16GB iPhone: Is it the capacity or the strategy that has changed?
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Consumers have just jumped out of the joy of finally not having to worry about whether to buy 16GB or 64GB, and are now trapped in the painful entanglement of whether to buy 32GB. This entanglement is not a bad thing for Apple. It is part of its sales strategy. The new pattern can both please users and continue its usual market strategy. It is perfect. Preface The complaints about the 16GB iPhone have never stopped, but Apple seems to have never paid attention. If the iPhone 7 starts at 16GB again, it will really ignore the user experience. Fortunately, there is finally news that Apple will change the starting capacity of the iPhone 7 from 16GB to 32GB. According to the Wall Street Journal, two of the three known capacities of the iPhone 7 are 32GB and 128GB. There have been many rumors that the 5.5-inch iPhone 7 Plus will have a large capacity option of 256GB, but it is not known whether the 4.7-inch model will also have a 256GB capacity. In comparison, the three capacity options of iPhone 6s/6s Plus are 16GB, 64GB and 128GB, and the official prices are 5288, 6088 and 6888 RMB respectively. The news caused quite a stir online, and some websites even used "great joy" to describe the mood of the majority of users. Market changes In the past two years, the global smartphone market has begun to enter a saturated state, and the demographic dividend of major sales countries/regions has disappeared. Naturally, iPhone cannot avoid such environmental restrictions. Taking Apple Greater China as an example, Apple's revenue fell by 26% in the last quarter, and Apple suffered its first quarterly revenue decline since 2003 in the quarter (ending March 26). Revenue in the second fiscal quarter fell 13% year-on-year to US$50.6 billion, and net profit fell 23% year-on-year to US$10.5 billion. When the market and user groups are basically stable, the number of users who "need to buy an iPhone" that Apple lacks is getting smaller and smaller, while the number of users who "need to upgrade their iPhones" is increasing. The consumer psychology and habits of users have also shifted from being sensitive to low prices to being sensitive to cost performance. In short, users are more rational when buying new iPhones. On the other hand, the iPhone 6s series and iPhone SE have lost the attention of many users due to the lack of appearance design and functional highlights that the market expects. In addition, with the eye-catching publicity and upgrading of domestic mobile phones, Apple's competition in the Greater China market is obviously somewhat weak. In order to change this disadvantage, Apple must take action. It is not known whether it is possible to expect iPhone 7 to have a shocking new design, but the smart Apple has already started with capacity. User voice As early as the year before last when Apple launched iPhone 6 and iPhone 6 Plus, many users were puzzled by the fact that Apple retained the minimum 16GB product. Because while the product performance has been comprehensively improved, the memory required by the iOS8 system is also very large, and the 16GB capacity is suddenly stretched. Since last year, Apple has raised the size limit of iOS applications to 4GB, which means that for a 16GB iPhone, a single application may take up 1/4 of the space. Some large mobile games often have installation packages of nearly 2G, and the game process requires continuous download of the physical package, which unknowingly takes up more and more space. At the same time, 12-megapixel photography, LivePhotos, and 4K videos can consume your 16GB capacity in minutes, and iCloud is of no help. When performance and apps are beginning to develop "big", the user experience of buying 16GB is greatly reduced due to capacity limitations. If users who are sensitive to low prices will still choose the 16GB version for the low price, now people who have experienced the iPhone being blown up are no longer willing to consider the low-capacity version, but it is not psychologically acceptable for ordinary consumers to pay an extra $100 to buy 64GB. Everyone has suffered from the strange disease of "there is always not enough mobile phone memory". Of course, the one who can cure us in the end is Apple. The wish of many users is that Apple can consider setting the 32GB version as the minimum capacity. According to statistics from a statistical company, fewer and fewer people choose the 16GB basic iPhone. Perhaps the poor sales of iPhone 6s are forcing Apple to face up to consumer needs. Smart strategy Abandoning the 16GB version of the iPhone and launching the 32GB version can greatly increase the competitiveness of iPhone products. For users who want to buy the basic version, 32GB can undoubtedly provide a better user experience. Compared with the flagship of the Android camp, it stands on the same starting line in terms of capacity, erasing a disadvantage and adding a lot of points to the iPhone. However, from the perspective of Apple's sales strategy, the product structure has changed from the previous 16GB, 64GB, and 128GB to 32GB, 128GB and 256GB (the same structure as iPadPro). The capacity is changing, but how much has it changed in essence? No. The purpose of the difference between 32GB and 128GB is the same as that of the difference between 16GB and 64GB. This is Apple's trick. The existence of small capacity can stimulate the sales of the only medium-sized model. Compared with the previous 100 US dollars to upgrade from 16GB to 64GB, now you can upgrade from 32GB to 128GB by spending 100 US dollars more. 128GB! Almost equal to 100GB more! It is too tempting for consumers. Will 32GB capacity be enough in the future? Not necessarily. It is difficult to say whether the latest version of iOS will increase the RAM capacity of mobile phones again in the future. There are also capacity killers such as 12 million pixels, LivePhotos, and 4K videos. The existence of 32GB may make users happy for a while, but in the end, it is likely to play the embarrassing role of 16GB. Consumers have just jumped out of the joy of finally not having to worry about whether to buy 16GB or 64GB, and are trapped in the painful entanglement of whether to buy 32GB. This dilemma is not a bad thing for Apple. It is part of its sales strategy. The new pattern can please users and continue its usual market strategy, which is perfect. Of course, we are optimistic that Apple has given up the higher profit margin of 64GB (the purchase cost is basically the same as that of 32GB memory chips), and if the iPhone 7 continues to increase the price of iPhone 6s without increasing the quantity, users will generally feel Apple's conscience. Do you remember that Cook once said that the price of iPhone will be appropriately lowered in the future? This is probably the move. Although Apple's innovation ability has declined slightly under Cook's rule, its sales have increased year by year, which has also made Apple a lot of money. Increasing the storage capacity will undoubtedly make the new generation of iPhones more popular, and it is likely to become a catalyst to revive the sales of Apple phones. This move is still worth a thumbs up. 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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