Is the iPhone X, which was sold for 20,000 yuan when it was first launched, a form of hunger marketing?

According to US media reports, whether it is the upcoming iPhone X, Nintendo's Switch game console or last year's Google Pixel phone, they are out of stock when they are first released, which has become the norm. The delay in the release of iPhone X has disappointed consumers even more. People may wonder if this problem is really caused by insufficient supply of components?

Recently, the Wall Street Journal published an article that deeply analyzed the reasons why iPhones are always out of stock, especially this year. The article begins by saying that years of experience have taught us that technology companies always deliver according to demand at the right time and place - especially Apple, whose CEO Tim Cook has a reputation as a master of business operations. People may wonder whether the constant supply shortage problem is a strategy of Apple? Or some kind of Machiavellian marketing (Machiavelli is the author of "The Prince", advocating that the end justifies the means)? Or carefully calculated risk management? Or is it because it is really difficult to produce millions of complex electronic products and sell them globally? Maybe a little bit of it.

The article suggests that there are three main reasons that affect iPhone supply (especially at launch): demand forecasting, Apple's pursuit of perfection, and component shortages. When it comes to demand forecasting, pre-order data is very important, from which companies such as Apple can know the demand distribution of various iPhone models. A source of the Wall Street Journal said that it is more difficult to predict demand for devices with new prices. Therefore, Apple may face the most difficult forecasting test since the launch of the iPhone, and the simultaneous release of the iPhone X and the iPhone 8 and 8 Plus (not to mention retaining the SE, 6s/Plus, 7/Plus) makes the task more complicated.

Another factor leading to the shortage is Apple's high standards. The Wall Street Journal pointed out that Apple often changes the design at the last minute, and even small changes have a big impact. Mobile industry consultant Chetan Sharma said that even if it is just adjusting the position of a screw, it may affect the size, position and performance of many other parts. If there is enough time, these changes are not a problem, but smartphone companies, especially Apple, do not have time. The annual upgrade only takes a few months for the design cycle, during which time Apple has to take the equipment out of the laboratory and deliver it to the factory for production.

Then when there are new parts like the OLED display installed in the iPhone X and perfection is required, production becomes more complicated. This is often due to lower production of components than the original products. Component shortages are the factor we hear most about, and this year's iPhone X encountered shortages of both NAND memory and OLED panels. On OLED, Apple relies on Samsung to provide iPhone X panels, but is also seeking help from LG and possibly others to diversify its supply.

In short, manufacturing a product like the iPhone is incredibly complex, and Apple probably just wants to get the iPhone X out as quickly as possible. While delays and shortages are frustrating for consumers in the short term, it’s nice to think that we have access to amazing technology that continues to improve every year.

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.