A lane rope, the price of Apple's official website was 98 yuan, and the stock was out of stock for 3 days. Netizens: I was shocked ...
Author:Daily Economic News Time:2022.09.11
For some "fruit powder", the iPhone 14 starting from 5999 yuan may still feel acceptable, so do you feel cheap for Apple's latch rope at 98 yuan?
A lanyard sells 98 yuan
You have to wait for 5-7 weeks to be available
At the Apple Autumn Conference last week, Apple released a bunch of new products. The cheapest product was the INCASE lanyard from third -party brands, priced at 98 yuan.
At that time, many netizens talked about "too expensive", but only three days after launching, this lanyard has been sold for the first time.
Every time I switched to Beijing, Shanghai, Shenzhen and other addresses on Apple's official website, I found that the current Incase launch is expected to ship 5-7 weeks. And the offline stores are not available. When it was launched before, the product could be shipped in only one working day. Changing the delivery time means that all the inventory of this lane rope has been exhausted.
According to the official introduction, this rope is 23.5 cm long and 4.54 grams, which is suitable for AirPods Pro 2. You can wear the soft woven rope like a bracelet on the wrist. You can also use your own card clip to fix the lane rope on the backpack or handbag.
For this lane rope, netizens from all walks of life have also opened a ridiculous mode: "He obviously can snatch me 98 yuan, but also send me a rope", "This is not ordinary rope, this is an IQ detection rope."
According to the official website of Incase, Incase is a light luxury brand with digital accessories designed as a driving force. It was established in the United States in 1997 and registered in China on October 3, 2007. The brand mainly sells laptop bags, inner bilots, protective cases, storage bags, bags and accessories products. He has won the iF and Reddot Design Awards.
Currently on the official website of Incase China, there is no sales of this lanyard.
The 145 yuan polishing cloth, the connection line of 1169 yuan, etc.
Coincidentally, in October last year, Apple also launched a polished cloth price of 145 yuan, which was once spit out by netizens as "sky -high rag".
According to Apple's official website, this polished cloth is made of non -grinding materials and can be used to clean any apple display, including nano -texture glass, and Apple's logo is printed in the lower right corner of the polishing cloth.
In addition, Apple officially label its applicable product types, including Apple's iPhone, iPad, MAC computers, and Apple's most expensive screen Pro Display XDR.
Once this polished cloth was launched, it was also sold quickly. At that time, it took 6 to 8 weeks to be delivered on the same day.
At this year's spring conference, the Studio Display released by Apple was attached to a 1M Thunderbolt 4PRO connection. The official website also launched a 1.8 -meter Thunderbolt 4PRO connection line, priced at 949 yuan, and the 3 -meter Thunderbolt 4PRO connection was sold to 1169 yuan.
According to the product introduction of Apple's official website, the biggest highlight of this line contains difficulty entanglement.
This 1.8 -meter connection line is designed with black weaving, which is not easy to tangled when rolled up, and supports Thunderbolt 3, Thunderbolt 4 and USB 4 data transmission (the highest speed can reach 40GB/s), USB 3.1 second -generation data transmission (The highest speed can reach 10GB/s), DisplayPort video output (HBR3) and up to 100 watts of charging capabilities.
And the ceiling of Apple's sky -high accessories is the roller kit of the Mac Pro. The main function of this stainless steel roller kit is to make your Mac Pro more convenient to move on the ground. The material is mainly stainless steel and rubber. Buying with Mac Pro requires an extra+3,000 yuan; if you buy it alone, the price is 5249 yuan.
The business of apple accessories
Behind Apple's polishing is Apple's huge accessories business. Apple's official accessories are expensive, and it is no longer a new thing.
A 20W charger sells for 149 yuan. If the MAGSAFE charger, it will take 329 yuan, and add another Magsafe dual charger with a charging module. In order to achieve the best charging effect.
In addition to the charger, the price of the protective shell is also expensive. According to Apple's official website, on the column of protective cases and protection equipment, the lowest price is Belkin anti -glare screen protective film, which can be as high as 2699 yuan. ) Miao control keyboard, the maximum mobile phone screen protective clip/protective cover reaches 999 yuan, the lowest is 248 yuan, more concentrated between 300 and 500 yuan, for example, a iPhone 13 Pro special Magsafe silicone protective case needs It can only be bought at 399 yuan.
Apple has canceled the charger and headphones at the iPhone 12, and according to the statistical institution's Counterpoint's BOM cost of iPhone 128GB, each iPhone 12 is 4.2 dollars (about 27 yuan) than the previous generation iPhone 11 (about 27 yuan). This part is mainly the main part. It is in terms of packaging and accessories, which is also the one with the most cost in all materials. For Apple, after canceling the charger and headphones, the user needs to pay the corresponding accessories to buy, which is obviously a large income.
However, it is worth noting that the revenue of Apple wearable devices, home and other products (hereinafter referred to as the "WH & A" business) has fallen year -on -year in the third fiscal quarter this year.
According to the financial report, Apple's first fiscal quarter in 2022, wearable equipment, home and other products (hereinafter referred to as "WH & A" business) revenue reached $ 14.70 billion, an increase of 13%year -on -year.
In the second fiscal season, the revenue from wearable equipment, home equipment and accessories was US $ 8.806 billion, compared with US $ 7.836 billion in the same period last year.
In the third fiscal season, other wearable products revenue was US $ 8.08 billion, less than US $ 8.86 billion in market expectations, a year -on -year decrease of 8%.
The explanation given by Apple is mainly due to the supply restrictions and the strengthening of the dollar. Cook acknowledged: "There are signs that the economic situation is affecting the sales of products and services such as wearable equipment and advertising."
However, the continuous weak performance of wearable devices may be more fundamentally that the problem is that these products have not showed indispensable to users. This kind of dispensable existence makes them have no reasons and motivation for purchases when the economy is weak.
And this will also be unfavorable for Apple's next wearable device's market performance.
The "WH & A" business has been the most beautiful sector in Apple in the past few years. Some data show that from 2016 to 2020, the compound annual growth rate of Apple's WH & A business reached 28.78%. From 2016, it only accounted for the total total in 2016 5.2%of sales rose to 10.8%in 2020.
Edit | Sun Zhicheng Gai Source
School Division | Wang Yuelong
Daily Economic News Comprehensive Orange City interaction, public information, Weibo, etc.
Daily Economic News
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