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The iPhone SE is gone, but Apple still needs an iPhone to inherit it.

via:威锋网     time:2019/9/4 1:01:59     readed:133

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But a large group of potential iPhone buyers are still interested in SE.

Why will the iPhone SE be remembered by the fans? Because it follows a fairly solid principle: insert relatively new components into old designs and sell them at a discount price. As the price of the iPhone gets higher and higher, even the XR, which Apple has positioned as the second-class iPhone, fails to satisfy the public. To updateMobile phoneWhen the cost began to approach or even exceed the user's psychological acceptance, everyone's voice for the cheap entry-level iPhone re-emerged.

Why does Apple change its route now?

Apple will no longer follow the old design principles of the iPhone SE. It will not restore the 3.5mm headphone jack or produce a 4-inch, 16:9 aspect ratio phone. The iPhone will not go back to the era of Touch ID. Without discounts and discounts, no new iPhone will have a price of $299.

But Apple can specially design a mid-range iPhone and make it popular -- provided that Apple is willing to give up a small percentage of its high margins and turn its target to market share.

The more affordable iPhone is good for Apple. The success of the iPhone will not allow Apple to develop a strategy for pursuing its profits. The company wants to be a loyal user. The way to turn users into profits is much more than just upgrading the iPhone. In 2019 alone, Apple introduced three major new services designed to enhance its ecosystem: Apple TV+, Apple Arcade and Apple Card. There are also iCloud storage subscriptions, Apple News+ and Apple Music, and more services are coming soon.

Not to mention the supporting hardware that iPhone users buy, such as AirPods and Apple Watch, and most of Apple TV and HomePod users are converted from iPhone users.

In short, Apple's current ecosystem determines that the potential value of new iPhone users is much higher than ever, so it's worth Apple to make less money on the iPhone and expand the ecosystem through iPhone unit sales. The scope.

More importantly, competition is intensifying. As the smartphone market is becoming saturated, the iPhone's expansion space is decreasing. In contrast, the performance of Android phones with a price of 4,000 yuan or less is also very bright. Apple needs a new product, although not necessarily like an Android competitor. That's the bottom price strategy, but at least it feels easy to reach, and then walks into the core experience that Apple provides.

price

The iPhone SE starts at just $399, but this price may never happen again.

According to our hypothetical specifications, a price of $549 is possible, and over time, Apple will “recover lost ground” in terms of services and other hardware.

The $500 may not be a "mid-range" or "fair" phone for many people, but compared to the iPhone XR, this price is already very good. And the iPhone in this stall allows operators/distributors, including the Apple Store, to have more promotional space and offer a good discount service, which is enough for a price-sensitive market.

processor

If Apple wants to build a new mid-range mobile phone, it needs strong backward support, that is, enough capacity to run iOS 13, 14, 15 systems and all the popular new software functions, which means that it has to load a strong CPU, GPU, nerve engine and RAM.

But building a mid-range iPhone around the new A13 chip (the iPhone 11 will carry the A13 this fall) may be too expensive. Apple may launch an A12 entry machine, but we think the better solution is to build a special version of the A13 chip.

For a long time, Apple has been part of it.The "X" variant of the higher-performance A-series processors, as well as the "E" variant for this mid-range iPhone. We assume that the A13E will have the same image processor, neural engine, and rumored "AMX" (coprocessor), but the CPU and GPU cores are reduced accordingly, such as from four high-efficiency cores to two.

Assume that the A13E's maximum clock speed may be lower, further limiting performance, thereby saving battery life, while increasing TSMC's output, making the chip cheaper and virtually flattening the cost of the iPhone chip.

In this way, Apple can guarantee that the A13E's CPU and GPU performance is 60% of A13 without sacrificing custom hardware, such as the neural engine and image signal processor that help implement the core functions of the iPhone, still providing a first-class overall experience and a large lifetime. At the same time, this mid-range iPhone can be distinguished from the more powerful products of its kind in terms of cost.

screen

We believe that a small percentage of iPhone users really want a 4-inch iPhone, just like the iPhone SE. But to be honest, this is just a sentiment. In the real market, big-screen phones are much more popular.

At present, the popular practice of mobile phone manufacturers is to open the gap between high-end flagship and mid-range machines with the size and quality of the screen. Apple can't be excused.

If we can see the rumored entry-level iPhone this year, it will use a high-quality LCD screen with a resolution comparable to that of the iPhone XR, which is 326 pixels/inch resolution, which is equivalent to a 5.5-inch display with 750x1624 resolution.

body

If Apple wants to make a phone that's $200 cheaper than the iPhone XR, and doesn't cut all the important features, it might just choose a plastic case. It's ok. With surface treatment and texture, plastic can also be very advanced. Of course, in order to be durable, there is still a metal frame inside the phone, but the body is plastic. Witty Apple won't sell the phone in the name of "plastic", they will replace the "plastic" with a tall description like "advanced thermoformed polycarbonate polymer."

The 5.5-inch screen is much larger than the 4-inch iPhone SE, but because of the higher aspect ratio, the phone itself is not too big. It will still be significantly smaller than any modern iPhone, and it may be small enough to soothe the fruit powders that bring the iPhone SE back.

But it should be slightly thicker than most modern iPhones, after all, Apple needs enough space to install all the necessary components, as well as a battery that is reasonably priced and reasonably priced.

Feature retention and missing

Some of the features are at the heart of the iPhone experience, and since Apple X opened a new chapter in iPhone history, Apple has determined the direction.

The first is Face ID, which is the entry point for Apple's multiple experiences. Losing it is tantamount to cutting off the technological innovations that the iPhone has brought in the past two years. So, regardless of the cost, Apple still wants to add Face ID to the iPhone. The entry-level iPhone can be equipped with a single camera behind the camera. The camera sensor and lens performance will be the same as the standard angle camera of the new iPhone this fall, giving users the highest quality camera experience, but with fewer lens cameras. The function will be relatively reduced.

It still runs AR apps like An iPhone XR, Animoji and Memoji, which is at the heart of the iPhone experience.

But a lower price means that production costs must fall. In addition to the smaller, lower resolution display, plastic body and reduced processor, the iPhone will have to give up some other features. For example, 3D Touch, because iOS 13 greatly expands the touch technology, and even this year's high-end iPhone will give up this technology.

The icing on the cake, such as wireless charging and waterproofing, can also be abandoned.

Apple may also have to cut storage capacity to reduce costs. This new mid-range iPhone may have a 32/64/128GB option (iPhone XR is 64/128/256GB). In 2019, will 32GB storage be a little smaller for the newly released iPhone? The problem is small, iOS 13 itself helps to reduce the size of the app, and Apple just sells and upgrades iCloud as a cloud repository for small-capacity iPhone users.

Smaller, simpler, cheaper iPhone

So in summary, we can see that the new mid-range iPhone will essentially be a shrinking version of the iPhone XR. The screen is smaller, the storage space is smaller, the body material is cheaper, there is no wireless charging, and the camera is slightly modified.

According to Apple's new product release rules in previous years, if this iPhone exists, it is likely to be launched in the spring of 2020, when the three new services have been introduced to the market and completed the early integration with users, the emergence of cheap hardware can be more More users are brought into Apple's ecosystem.

In the best of circumstances, Apple will soon be able to sell enough popular hardware and services that rival the iPhone's revenue capabilities, making the value of just adding a new iPhone user more than any potential profit from iPhone sales. Now, it is time to abandon the need to continue to sell the old iPhone to solve the needs of the middle and lower reaches. Instead, design a new iPhone to fill this gap and give more choices to ordinary users.

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