Will the rear fingerprint recognition of iPhone 8 ruin Cook's growth expectations?
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Apple is currently in a dilemma of declining sales and profits, and the growth rate is not up to expectations. The iPhone 8, which is about to be released, is Apple's best trump card to boost sales this year. However, Samsung, which has always wanted to surpass Apple, has already reserved the Note 8 for the iPhone 8. The most frightening thing is that Samsung's dream may become a reality this quarter. According to Reuters data, Samsung Electronics' operating profit in the second fiscal quarter will reach 132.9 trillion won (about 11.5 billion US dollars) and revenue will be 587.9 trillion won. During the same period, Apple expects revenue of 44.9 billion US dollars and operating profit of 10.49 billion US dollars. After the profit exceeds Apple for the first time, it means that Samsung's performance in this quarter is better than Apple. If Apple's iPhone 8 cannot resist the interception of Samsung's note 8, then Apple will have a hard time in the future. The most intense competition among mobile phone manufacturers in the second half of the year is not only because the iPhone 8 was released in the third quarter, but also a series of high-end models such as Samsung note 8, Huawei mate 10, Xiaomi note 3, etc. were also released in the second half of the year. No matter who is competing with whom, the competition between models will undoubtedly rise to a higher level compared with the first half of the year. Of course, iPhone 8 comes with expectations. In the past six months, Apple's revenue and profit have been lower than the same period. Compared with Apple, which once grew rapidly, the market has reached its peak and products are highly homogenized. In particular, the performance difference between Android and IOS systems is getting smaller and smaller, and the user experience is also increasing year by year. The cost issue that cannot be ignored has also become a difficulty that restricts Apple from continuing to expand its market share. Qualcomm will launch the Snapdragon 836 processor with a higher configuration of 10nm level in the second half of the year, and MediaTek's X30 will also enter the market. These will greatly reduce the product cost of Android models, and the advantages will be more obvious in comparison. Why do users dislike rear fingerprint recognition? Speaking of Android phones, users are particularly disgusted with the rear fingerprint recognition function, but mobile phone manufacturers have to give up the front Home button in order to increase the screen-to-body ratio or to make ultra-thin bodies. In this way, the related Home button front fingerprint recognition function can only be forced to give up. Most solutions put the front fingerprint recognition on the back, located below the camera, so when we operate, we can only set a specific finger fingerprint for verification, and the general choice is the middle finger. If you collect fingerprints with your thumb, it is difficult to press the fingerprint when holding the phone with one hand. You have to turn over the body to touch and press, which greatly reduces the user experience. According to statistics, IOS users unlock the phone more than 80 times a day on average, and light up the screen more than 150 times a day on average. For such high-demand fingerprint recognition, if it is front-mounted, you only need to press it lightly, but if it is rear-mounted, you need to pick up the phone first, then turn the phone over to touch the fingerprint reader, or simply operate it blindly. On the other hand, if the fingerprint recognition is rear-mounted, when the phone is placed on the table, the fingerprint reader will face down and touch the table. It is still uncertain whether it will be worn out in the long run. In addition, the rear-mounted fingerprint recognition must open a hole on the back shell to place the fingerprint reader, which affects the beauty of the phone body. When the phone is disassembled and repaired, the hole on the back must also be considered, which increases the difficulty of handling. Therefore, the rear-mounted fingerprint recognition not only affects the user's operation, but also has a significant impact on the phone itself. Both users and maintenance personnel do not like the rear-mounted fingerprint recognition function. In addition to the rear fingerprint recognition, iPhone 8 also has these bad news 1. The price has increased. If you want to buy iPhone 8, you have to save up a few months' salary. Multiple sources have shown that the price of iPhone 8 will rise to more than 6,800 yuan, or even 7,000 yuan. In addition to the cost increase of product accessories, there is also Apple's profit demand. If you choose to replace this new phone, according to a monthly salary of more than 10,000 yuan, excluding daily consumption, if you set aside 2,000 yuan per month as a new phone fund, you will have to save at least 3 to 4 months of money, not to mention the salaried workers who only have a monthly salary of 7,000 or 8,000 yuan. 2. The in-screen fingerprint recognition is replaced by facial recognition, and the security performance is worrying. The in-screen fingerprint recognition technology of iPhone 8 has been tested and implemented, but before the security, recognition rate and other technical problems are solved, Apple decided to temporarily abandon the use of this technology in iPhone 8 and use facial recognition instead. We all know that facial recognition is much less secure than fingerprint recognition. In order to solve this problem, Apple must invest more in research and development testing. When users use it, it is very likely to increase the recognition time, which is much slower than fingerprint recognition. 3. Insufficient production. The iPhone 8 will use an OLED screen, but due to the production efficiency of the screen panel, the first batch of iPhone 8 stock is only 3 million to 4 million units. Facing the needs of the global market, these supplies are obviously unable to meet the needs of users. The Chinese market alone may not be enough, not to mention the huge demand in the European and American markets, the Indian market, etc. In addition, with the price increase, the new iPhone may be hyped, and it is even possible that the price will exceed 8,000 yuan and reach 10,000 yuan. Then, according to the consumption level of market users, most users can only stay away. iPhone 8 will face the strongest attack. If the explosion of Samsung Note 7 had not affected the sales of this model last year, I think the market response to Note 7 would have exceeded that of iPhone 7. This year, Samsung Note 8 will definitely not make such a mistake again. How will the market respond to iPhone 8 facing the double attack of Samsung refurbished Note 7 and new Note 8? This may also be the problem that Cook is most worried about. The brand value of iPhone is decreasing year by year, and its innovation ability cannot withstand the bombardment of Android camp, and it is already showing signs of fatigue. Domestic models such as Huawei, Xiaomi, and OnePlus are also growing rapidly. Although they are not at the same level as Apple in terms of product price and brand positioning, they have poached many iPhone market users, and more and more users are starting to switch to Android phones. I think that the iPhone is now facing not only growth problems in the domestic market, but also user loss. The new iPhone 8 has a long way to go, and Android models are fighting back like crazy. Thirty years of east and thirty years of west, perhaps it is time for Android to "unify". 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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