How did the iPhone 6 break the record by pre-selling 4 million units in one day?

Apple said in a statement last Friday that the iPhone 6 and iPhone 6 Plus had set a new record within 12 hours of opening pre-orders, but did not disclose specific figures. On Monday, Apple announced that the first-day pre-orders for the iPhone 6 and iPhone 6 Plus exceeded 4 million, setting a record. The first-day pre-orders for the iPhone 5 released in 2012 were 2 million.

On the 12th, Apple's official website launched the first round of iPhone 6 pre-orders in the United States, France, Hong Kong and other countries and regions where the new iPhone will be released. Many Apple official websites around the world, including Apple's Hong Kong official website, were overwhelmed by "Apple fans" during pre-orders, and the Apple official website pre-order page crashed several times, which shows that the new iPhone is widely sought after.

Large-screen iPhone unleashes consumer demand

Consumers' expectations for the large-screen iPhone 6 are an important reason for the record-breaking pre-sales of iPhone 6.

Samsung vigorously promoted large-screen devices in 2011. Large screen became the differentiation path of Samsung Galaxy Note series and an important reason for many consumers to choose Samsung. In contrast, Apple has been independent of this large-screen trend until the release of iPhone 6.

In an exclusive interview after this year's press conference, Apple CEO Cook explained: "We started developing large-screen mobile phones many years ago, but we have never made a large-screen iPhone. We are concentrating all our efforts on launching a better phone." In Cook's view, Apple needs to ensure that it develops suitable displays, batteries and software for large-screen mobile phones before selling them.

The demand for large-screen smartphones has been strong. According to data from market research firm Canalys, smartphones with screen sizes larger than 5 inches accounted for nearly 40% of global smartphone shipments in the second quarter. In particular, larger-screen smartphones are very popular in China and other emerging Asian markets.

Many consumers want to buy large-screen mobile phones, and this year there have been more and more rumors that Apple will launch a large-screen iPhone, which has whetted consumers' appetite. When the iPhone 6 and iPhone 6 Plus were officially released, with two specifications of 4.7 inches and 5.5 inches, consumer demand was released.

Coolpad Vice President Cao Jingsheng said after the Apple conference that due to consumers' expectations for Apple's large-screen mobile phones, the iPhone 6 will still be a hot seller and will have a huge impact on Samsung.

Compared with Apple, Samsung Galaxy S5 shipments reached 10 million units in 25 days, setting a record for the fastest sales of the Galaxy S series. Although it is also a good result, it does not seem to meet Samsung's expectations. Compared with the 4 million pre-orders of the new iPhone in one day, Samsung is still slightly behind.

Apple's brand effect

It has to be said that the iPhone is still a very useful phone, but the space left for innovation is getting smaller and smaller, which is also a problem faced by the entire smartphone industry. When the iPhone's Siri, fingerprint recognition and other features were launched, many mobile phone manufacturers followed suit, not to mention that it defined the appearance of smartphones.

In fact, the sales of the early iPhone were not large. The first-day pre-orders for the third-generation iPhone 3GS were only 60,000. However, Apple provided consumers with an all-round excellent experience, not only in terms of mobile phone craftsmanship, but also in terms of iOS system and a large number of available apps. The stickiness of this experience was converted into purchases, which promoted the growth of iPhone sales every time.

In addition, after Apple ID is bound, many original iPhone users are reluctant to choose other phones, after all, there is a lot of migration cost. This has built a relatively solid barrier for Apple.

Statistics show that more than 50% of Android users said they would try iOS in the future, while less than 20% of iPhone users said they would switch platforms during the same period. This shows that iPhone users have a very high loyalty.

When Apple releases a new product, there are always a lot of negative reviews and complaints, which also shows that Apple products have received great attention, so the public opinion is spread more widely and deeply. Despite the dissatisfaction and complaints, a considerable number of consumers still made their own choices with money, which led to the huge number of pre-orders for the new iPhone.

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.