Can't sell it? Apple's initiative to cut production of the new iPhone
On November 2, Apple released its fiscal fourth quarter results for fiscal year 2018 as of September 30. Apple's share price fell more than 7% after its earnings report, as the company failed to meet its expectations for iPhone shipments.
In addition, Apple decided not to disclose specific sales of the iPhone.
Analysts believe that the new iPhone is a good driver of the average price, but sales growth is weak and the average price is difficult to sustain the growth of performance.
According to the Wall Street Journal, in mid-November, Apple informed its suppliers to reduce the production plan for the iPhone XR again.
Reported that, in particular, the sales expectations of the iPhone XR are problematic. That cuts Apple's plan to produce nearly 70 million finished products by February next year by a third. Apple has resumed production of the iPhone X because of the unsatisfactory sales of the XR.
Meanwhile, analysts downgraded sales of the iPhone to 213 million in 2018, 208 million in 2019 and 217 million in 2020.
Industry insiders believe that Apple's high-price strategy is no longer viable in the Chinese market. Apple product innovation and price positioning do not meet the current psychological needs of consumers, word-of-mouth is affected. Apple will experience a long downturn in the Chinese market and even in the global market.
Is it related to the Chinese market? Apple downgraded its performance expectations
Cook wrote to investors acknowledging that there were four factors affecting the company's performance, and announced a downward revision of the first quarter's performance outlook.
Face-saving in anxiety? Apple price reduction in disguised form
The weak sales of the new generation of iPhones have really become a headache for Apple, but the cold new opportunities for Apple are no longer news. The key is to get through the "dark moments". Apple has been trying various measures to boost sales, and the opening of trade-offs is a rare step for Apple, which has been boosting revenue and profits in recent years by raising equipment prices.
In early December, Apple was therewebsiteAt the top, the iPhone XR was promoted at an ultra-low price of $499, a wholly $300 lower than the official price tag. And the ads are marked on the page, requiring consumers to use the high-end mobile phone 7 Plus that they bought two years ago.Replace old ones with old ones。
According to media reports, in late December, Apple's official website in China launched a trade-off campaign. Users can trade in their old iPhones to buy two new models, the XR or the XS, at a more favorable price.
Industry analysts say that Apple's promotional campaign is aimed at preventing the loss of old iPhone users, and that sales of new iPhones may be limited.
On December 27, media reports said that after the launch of the "old for new" campaign on Apple's official website, the preferential campaign also came to the official flagship store of Apple Skycat. On December 27, Apple opened a new and old service in Tianmao, the iPhone in Apple Store's official flagship store.IPadMac products support offset activities.
Some media commented that it is not clear whether Apple's price reduction strategy can restore the market. While overall growth in the mobile phone market slows, Apple is looking for space outside the mobile phone business.
Stimulate consumer buying? Domestic iPhone Prices Falling
After the decline in sales of the iPhone in China, Apple has adopted more and more flexible pricing policies to stimulate consumers to buy.
On Jan. 9, a media reporter learned about the adjusted channel price of Apple products from a seller in Huaqiangbei, Shenzhen. On the evening of January 8, Huaqiangbei's channel merchants received price adjustment information from the United States. The price of the products such as the iPhone XR, the iPhone 8, the iPhone 8 Plus, the iPhone X, the iPhone XS and the iPhone XS Max all began to drop, and the channel price of the highest single product dropped 450 yuan.
On the evening of Jan. 10, there was a media slave.JD.COMIt was learned that the price of the 8/8P of the Jingdong platform will be reduced to 3999 yuan and 4799 yuan from 0:00 on January 11, 600 yuan and 800 yuan respectively, which are 1 100 yuan and 1 200 yuan different from the quotation of 5099 yuan and 5999 yuan on Apple's official website. Beijing Oriental said to the media that the price reduction is Apple's price reduction, and it is not a time-limited promotion at present.
In January 11th,SuningAccording to the official microblog of mobile phone, Suning Easy-to-buy has dramatically lowered the price of its iPhone products. Among them, the price of the XR 128GB version of the iPhone is only 5799 yuan, which is 1200 yuan cheaper than the price of Apple's official website, which is 6999 yuan.
In addition, starting at 0:00 on January 11, Apple slashed the price of its iPhone on Tianmao Platform. The prices of the iPhone XR and 8/8P in Tianmao Suning's flagship store were lowered to 5549 yuan, 3899 yuan and 4788 yuan, respectively, with a maximum price of 1200 yuan lower than Apple's official website.
On the same day, the new e-commerce platform Pingduoduo announced a further reduction in the price of the latest version of the iPhone. Among them, the price of popular models such as the iPhone XR, the iPhone XS and the iPhone XSmax has reached a new historical low of 5099 yuan, 7299 yuan and 8099 yuan respectively, and some products have dropped by 1500 yuan compared with the price of Apple's official website.
However, Apple officials did not respond.