Can Cook's surprising move to resell iPhone 6 bring Apple back to life?
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There has always been such a joke that in the summer, people with tattoos say they are hot and need to take off their clothes and bare their chests, and people with Apple phones say they have no pockets to hold them in their hands. It has to be said that Apple, as a high-end product in the industry, has always been sought after by many people. But since the release of iPhone 7, users have started to complain. This year's Apple phones have been plagued by problems. Apple is no longer as high-end as before, but domestic brands are rising rapidly. Since the death of Steve Jobs, Apple's halo has been fading little by little. It has been a long time since we have seen a new product line as lethal as the iPhone or iPad. The successors have been "living off the old", and their R&D and innovation capabilities are not as good as before, and product sales have also declined significantly. Faced with such a dilemma, the shrewd Apple recently came up with a solution, which is to refurbish the iPhone 6 and add a 32G version again. Compared with other iPhone models, this iPhone can be regarded as the most cost-effective iPhone currently on the market. What’s the point of reopening the sale? According to data, the annual shipment of iPhone in the Chinese market was only 43.8 million units, down 18.2% year-on-year, and the financial report for the first quarter of 2017 was also down 12% from the same period last year. These data show that the market dividend occupied by the iPhone series is gradually disappearing, and the sales peak has passed. And because the iPhone 7 is approaching saturation in the market, Foxconn has to stop producing the iPhone 7 series, and workers have been forced to transfer to other mobile phone production lines. As a result, Apple, which has been slow to update its flagship, will naturally have to think hard if it wants to continue to maintain sales in the next few months. In addition, the dominance of domestic mobile phones is also a factor that made Apple determined to recast the iPhone 6. Compared with Apple's new iPhone, many domestic mobile phones rely on the Android system, and their own secondary development of the Android system has rapidly improved the overall performance of Android phones. After many generations of product upgrades, domestic mobile phones are no longer inferior to iPhones in performance, and are much easier to use than iPhones. In addition, domestic mobile phones are well aware of the usage habits of domestic users and have launched various subtle innovative functions for domestic users. On the one hand, they can make users simple and convenient to operate, and on the other hand, they can save time and trouble. Once you like these subtle functions, you will never fall in love with iPhone again. Faced with these two situations, Apple decisively revived the iPhone 6. This revival can not only guarantee sales in the next few months but also keep the iPhone competitive again, which can be said to kill two birds with one stone. Will iPhone 6 take over the iPhone SE and seize the mid-range market? In recent years, Chinese mobile phone manufacturers have developed rapidly, and Apple's market share in China has also been squeezed by domestic mobile phone manufacturers. Relatively speaking, the price of iPhone is still relatively high, and mobile phones priced at 3,000 yuan are now the hottest in the domestic mobile phone market. Looking at the popularity of Vivo and Oppo, you will understand why the iPhone is in such an awkward situation. In addition, the Chinese smartphone market has passed the period of competing for low prices. People are willing to pay more money to buy mobile phones with better experience. The 3,000 yuan range will be the territory that major manufacturers will compete for in the future. Apple has also seen the dividends of this mid-range market. The iPhone SE is a good example. However, the sales of SE are not satisfactory. Therefore, facing the domestic mid-range market, Apple has always hoped to have a product to replace SE and open the door to the domestic mid-range market. And from the positioning of 3,399 yuan, this model is a cheap model in Apple's iPhone series, but in emerging markets such as China, this price range is a mid-range model. In 2016, the Chinese mobile phone market can be said to be dominated by the mid-range. OPPO and vivo have risen to become market leaders with mid-range phones. Will users buy it? The original iPhone 6 only had 16GB, 64GB, and 128GB options. Anyone who has used an iPhone knows that as the clarity of applications and pictures and videos improves, the iPhone's demand for storage space has become increasingly greater, and 16G is simply not enough, so one can only passively choose 64G, but the price is much more expensive, so it is difficult to accept. But the new iPhone 6 unexpectedly added a 32G version, although it is only available in gold, it has satisfied many users' wishes for many years. The new iPhone 6 has no obvious difference in appearance and configuration from the old version, and the relatively low price still has a lot of appeal to some consumers who follow the herd mentality. In addition, friends who have used iPhone 6 have all experienced this: abnormal battery display, abnormal shutdown, and abnormal charging when using iPhone 6 in cold conditions! If the new version of iPhone 6 can solve these problems, I believe the new version of iPhone 6 will be another entry-level choice besides iPhone SE. Every time Apple launches a new product, it can attract a certain number of users to buy it. I believe this new product will be no exception. It is hard to say what effect the 32GB iPhone 6 will bring, but it has already shown that Apple is unwilling to give up any opportunity to boost sales and compete for market share. 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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