Apple rarely discounts in the Chinese market?Cook denies the inventory, should Apple discount?

In the world, if you want to ask which electronic products are sought after by almost everyone, Apple mobile phones are undoubtedly the best among them. This has created a phenomenon of rarely discounting Apple mobile phones. However, some people have recently discovered that Apple phones have begun to discount? Even Apple's CEO Cook has denied that he is cleaning up the inventory, and many people are asking Apple's rare discounts to look like this?

1. Apple with a decline in net profit and discount

According to Silver Studio, Apple recently announced the financial performance of the third quarter of fiscal year in fiscal year as of June 25, 2022. The reporting period has achieved a total of US $ 83 billion in operating income, an increase of 1.9%year -on -year, and its net profit was 19.442 billion US dollars. , Decreased by 10.6%year -on -year.

From the perspective of products, iPhone is still the main source of income for Apple. In the quarter, operating income was US $ 40.665 billion, accounting for nearly 50%. At the same time, iPhone is also the only hardware product in Apple's income. Others such as Mac, iPad, wearable devices, etc. are negative growth. In addition, Apple's service revenue remained rapidly growing, a year -on -year increase of 12.1%year -on -year.

In order to boost performance, Apple China ’s official website has recently launched price reduction promotion activities. From July 29th to August 1st, if consumers pay in a specified manner, when purchasing the iPhone13 series, it can save 600 yuan, and other products also have a discount of 150 to 500 yuan.

Some consumers believe that the reason why such activities are likely to be because Apple needs to clear inventory, so as to give way for the iPhone14 released in autumn. Regarding doubts, Cook bluntly said that this discount activity "has nothing to do with the cleaning inventory". At the same time, although "some areas are weak", revenue in the fourth quarter will accelerate.

According to Canalys data, in the second quarter of 2022, the smartphone market in mainland China performed weakly, shipping 67.4 million units, a year -on -year decrease of 10%.

2. What should I think of the discount of Apple?

We see that Apple rarely has the phenomenon of discounts in the Chinese market, and it is even more rare to have the phenomenon of declining Apple's net profit level. What should we think of these two phenomena? How should we analyze Apple discounts?

First of all, it is also expected that Apple's net profit decline is also expected. At present, the entire consumer electronics industry is facing relatively large market pressure. We see the consumption situation of mobile phones. To a certain degree of excess, under the current background of the current era, the difference between the experience of 4G mobile phones and the experience of 5G mobile phones are relatively small. Therefore, for the current users, everyone originally changed mobile phones every year. Now many mobile phones may not be much behind for two or three years of performance. On the other hand, as more and more mobile phones are constantly increasing their prices, the price of high -end flagship machines is getting higher and higher, thereby dispeling consumers' ideas to change their mobile phones frequently. Apple is not spared in this regard.

Secondly, in the face of the relatively stressfulness of the entire market, it is normal for Apple to discount certain discounts. Originally, Apple was in short supply, and naturally there was no need to discount, but now the entire Apple market is still in a relative. From the perspective of further improving its performance market competitiveness, this market strategy of Apple's discount is also normal and in line with Apple's market development direction. Therefore, from the perspective of the overall market, we are It is normal for Apple to discount in the Chinese market.

Third, from the perspective of long -term market development, the current discounts of Apple are actually not surprising. If Apple's overall sales in the future are still unsatisfactory, Apple's discounts and discounts may be further improved. In fact, not only Apple, other mobile phone manufacturers may also have to face this problem. This is the relative decline in the needs of the entire market. What should we do? How can we analyze and judge the development of the entire market. For major mobile phone companies, how can we develop in the face of the overall market decline in order to truly promote the long -term sustainable growth of our own business? These questions are all major mobile phone manufacturers.

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