The Apple conference seems to haven’t opened it

Wen | Xu Yuanxuan

The annual apple autumn new product launch conference arrives on schedule. The focus of everyone's attention was almost picked up by major media before the press conference. For example, the new 14 Pro flagship series "pills" digging screens replaced the original bangs screen.

As consumers, the most concerned is how much the new iPhone sells.

Apple also gave the official pricing at the first time: from the entry iPhone14 (128GB version) to the top with iPhone14 Pro Max (1T version), ranging from 5999 yuan to 13499 yuan. Compared with the iPhone13 series, product pricing is not much different. It only has a slight increase, which shows that Apple's confidence in its own products.

In addition to the new mobile phones that have attracted much attention, Apple also released watch and headset iteration products accordingly.

From the perspective of product innovation, consumers have almost "desensitized" the innovation of new products under the promotion and press conference of the previous "duck -filled duck -type" promotion and press conference.

But in the context of economic sinking, why is Apple so confident? 14 Pro and Mate50 Pro who can play more? Will the consumer electronics market rise in the second half of the year?

The conference of the routine is still less time to leave the iPhone

When looking back at the press conference video, Financial and Economics found that although the product release order is no different from previous years, the introduction of iWatch is 5 minutes longer than last year. In the introduction of nearly 40 minutes, Apple released the new iWatch S8 and iWatch Ultra.

The new IWATCH S8 adds two new temperature sensors, and the attention of women's health has been significantly improved.

The iWatch, which does not have "Pro", launched the "Ultra" version, which is more targeted at outdoor sports. Under the new low -power mode, the battery life can reach 60 hours.

Today, outdoor sports and camping have gradually become a hot global today, iWatch Ultra's launch is very targeted.

Don't listen to songs during outdoor sports?

Apple spent nearly 1,000 days of "Fruit Fan", which was carefully created by "Fruit Fan", and finally appeared. For the new headphones of "grinding a sword" in three years, Apple's expression is "treble crisp and pure, deep and thick, vivid sounds, vivid sounds, vivid sounds, vivid sounds, vivid sounds, vivid sounds Austerity.

However, the cost of "vivid and pleasant" is 1899 yuan.

At this point, the overall time is 1 hour and 34 minutes. It has been nearly 50 minutes, and the "time is not much" left to the iPhone.

For core product mobile phones, Cook is very decisive this time. The MINI series that has not performed well in the previous two years has been cut off. The iPhone14 is set to the entry model. The model maintains the design of the previous generation, and the refresh rate of 60Hz.

The iPhone14/Plus uses the "full blood" A15, and the chip performance is slightly improved.

The comparison of image shooting has also been improved, from 1080P 30FPS movie mode video to 4K 24FPS.

The main model iPhone14 Pro, as the focus of the most concerned, the most important improvement is to replace the original bangs screen with digging the "pills" screen.

In essence, it is a new "application" that replaces Liu Haiping. The name of this "application" is officially named "Dynamic Island".

As the biggest innovation of new mobile phones, smart island can be regarded as a new attempt to Apple's interactive function in the iPhone interface.

Judging from the information displayed by the press conference, the smart island is an integration of "notification". From information notification, music, volume, APP notification, face recognition, electricity, etc. Mobile phone "second screen".

Regarding the A16 bionic processor of the 14 Pro series, Apple was called "the fastest in history" again without surprise. In the official introduction, the A16 "has up to 16 billion crystal pipes and uses the architecture of 6 -core CPU (2 performance core +4 energy) and 5 -core GPU. Its neural network engine computing capacity per second is close to 17 trillion times."

Earlier, Apple analyst Guo Mingzheng revealed that A16, which adopted TSMC 4nm (N4) process, did not have significant performance improvement compared to A15.

This is also an important reason for Apple's comparison objects at the press conference.

Looking back at this seemingly "passionate" Apple 2022 autumn product conference, it is not difficult to feel Apple's "routine": hardware continues to "squeeze toothpaste", product value "speculation concept", but engraved in Apple DNA What about innovation?

From the launch of personal computer iMac, iPod, MacBok, iPhone to iWatch and Air Pods, the launch of each new product can cause the segmentation circuit industry to innovate the new wave.

I do n’t know when, every year, Apple's product conference has become a “processing process” for old products to “upgrade” a little bit of hardware.

The terrible thing is that such a "routine" happened every year, but consumers still pay for it.

Performance improvement is not significant, but the high -end market is still Apple

Apple, which has not been significantly improved in the core computing power, completes the product upgrade through a smart island?

of course not. In recent years, the improvement of the core processing of Apple's mobile phones is not obvious, nor can it be said to be Apple's "pot". Since the webmight 5nm process commercial use in 2019, mobile chip technology has not yet made a significant breakthrough.

In the case of "lack of cores", Huawei helplessly absent from the battle for the high -end mobile phone market in the past two years, and reversely consolidated Apple's market position.

According to Counterpoint data, as of the first half of 2022, Apple's market share in the global high -end market reached 62%.

In the Chinese market of "more willing" to consume Apple's high -end mobile phones, according to Cinno Research data, in 2021, the domestic high -end machine market of more than 5,000 yuan, Apple's share has increased significantly from 48%in 2020 to 75%.

Although the mobile phone market has gone through the downturn in the first half of the year, consumers' recognition of Apple products will not increase: According to statistics from Strategy Analytics, during the 618 event this year, domestic smartphones were sold for 14 million units, of which Apple iPhone sales The proportion is nearly half, about 7 million units.

In the first half of this year, according to Canalys data, Apple sold more than 20 million mobile phones in the domestic market, an increase of 17%and 25%from last year in the first and second quarters.

As a result, the life cycle of the iPhone13 was unexpectedly lengthening to 9 months.

Cook, who saw these data, confidently set the first batch of iPhone 14 to 34 million units, and the initial stockings were between 90 million and 100 million units.

No wonder the part of the iPhone14 video shooting was specifically selected in Chinese gardens.

The confidence in the Chinese market is not only reflected in Cook, but before Guo Mingzheng's tweets, according to his investigations with distributors, retailers, and oxen, Chinese channels are generally optimistic about Apple's upcoming iPhone 14 series. They think iPhone 14 The demand for the series will exceed the iPhone 13 series.

However, the new iPhone is not without an opponent this year. On the day before the Apple conference, on the afternoon of September 6, Huawei released a new Mate 50 Pro.

The new Mate 50 continues the design language of the Mate series of iconic mid -axis and the ring camera.

The competition between Huawei and Apple seemed to "imitate chess".

When Apple removed Liu Haiping to the flagship series, Huawei repaired the bangs for Mate 50 Pro.

As we all know, the reason for Huawei's absence of the high -end mobile phone market is the lack of cores, so how can the Mate who joins the Snapdragon 8+Gen1 be able to fight?

The core computing power competes, if you only look at the score of A16, it seems better.

The GEN1 single -core score was previously exposed, and the multi -core was 3938. Compared with the A16 single -core 200 points, the multi -core reached 5,700 points.

The Mate 50 Pro does not support 5G will become an important consideration when users buy.

As the flagship model, both Apple and Huawei have worked hard on their latest products.

The iPhone Pro series will be equipped with a new 48 -megapixel main camera with a four -in -one pixel sensor. The number of pixels has doubled compared to 12 million previous generations.

On the other side, the MTAE 50 Pro starting ten variable apertures. The main camera has the largest F1.4 aperture in the industry, and the shooting effect is more natural.

In addition, security is also considered by both. Huawei's satellite message function is undoubtedly better than Apple's car accident.

The header players are rigid on the front, do consumers pay for it?

At this point, the popularity of the smartphone market has been fired again because of the "step -by -step" of the two head players.

Both new products have new ideas and "slots". The question is that consumers will pay for it.

According to the previous report released by the China Communications Institute, in the first half of the year, the overall shipment of mobile phone shipments in the domestic market was 136 million units, a year -on -year decrease of 21.7%, of which 5G mobile phone shipments were 109 million units, a year -on -year decrease of 14.5%, accounting for mobile phones during the same period, 80.2%of the amount of goods.

The single monthly shipment in June was 28.017 million, an increase of 9.2%year -on -year. The above mentioned, the shipments were 14 million in the 618 period, half of which were Apple mobile phones.

What is consumer attitude towards new mobile phones?

After using the iPhone XR for three years, Xiaowen Xiang Finance Wuji said that he was very concerned about the release of new mobile phones this time. He usually is a mobile phone deep user. Now this XR on hand was purchased in August 19 years. "Diablo Immortal" cannot exceed 20 minutes, and the mobile phone will become hot.

But Xiaowen said that he would not buy the first hair, "it is still possible to use the New Year."

And Xiaoli, who had to buy a Huawei folding screen before, felt that she might choose the "old model" iPhone13, "because the price is reduced."

In addition, after the financially communicated with Wang Jin, an apple distributor on the Pearl River Road on Nanjing, Wang Jin found that he had received a consultation with many old customers on the new machine. iPhoneX is really terrible. "

However, Wang Jin also said that more people are asking the price of 13 Pro. In the early morning of this morning, after the new product was released, Apple has removed the 13 Pro series on the official website.

Throughout the press conference, many media gave an evaluation of "no new".

Recalling the WWDC2022 3 months ago, Apple MR/AR products that have received much attention have not yet appeared at the conference.

As the global market value first company, the outside world's expectations for Apple can be imagined. Especially at the moment when the concept of the Yuan universe is hot, Apple, as a leading science and technology enterprise, has a guiding role in the development direction of consumer electronics products.

However, from the new CarPlay system released three months ago, it is not yet the courage to show the courage of the world's consumer technology products to the new era.

For Apple's current head, Cook, maybe the reality has defeated his dream.

According to Apple's latest financial report, in the third quarter of FY2022, Apple's revenue growth rate was only 1.87%year-on-year, and the year-on-year growth rate of net profit had dropped to -10.59%.

Therefore, through a small price increase, the strategy of preparing the supply of sufficient goods, maintaining the determination of the market to occupy the upper hand with scientific and technological innovation.

Can we still believe Apple's creativity? Yes, but don't expect too much in the short term.

"Xiaowen, Xiaoli, Wang Jin" in the text are all pseudonyms

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