Apple "rot", the ox suffered

Almost all the customers who grabbing the starting are potential scalper. Let's talk about it first. The fierce competition for the participation of the people misleads those real scalpers. They did not realize that Apple's increasingly accurate supply management and upgrade strategies are returning iPhone consumers to rationality. When Apple's innovation is getting less and less, the power of fruit fans is not enough to recharge the faith. Only the oxs are still immersed in the past.

Wen | Cao Mohan

Edit | Zhao Lei

Operation | Painting Fire

The day of the ox collapsed

"Powerful Circle" is the slogan planned by Apple to give the latest flagship iPhone 14 Pro series.

However, after the new product was released, the first to be strongly came out is a story with a story -the side of the flower bed and grass, sitting rows of young people who took slippers and lost their heads, one of them covered his face with his left hand, and his expression was distressed. They are full of unpacking iPhone 14 series phones.

▲ Figure / Network

"The richest people came here to set up stalls ... All of them are all tens of millions of people." On the B station, a video of more than 600,000 playback was played, and the exaggerated narration filled the drama effect. The title states clearly: The ox of the fried Apple 14 was miserable.

This is the second day when the iPhone 14 and PRO series were officially released on September 17th.

The collapse came too fast and too anxious. The day before, Yuan Wei spent 17,000 yuan in the morning and received a 14 Pro Max of the dark purple 1TB from the starting user. At that time, the market price had soared to 18,000 yuan, and its original official website price was 13499 yuan.

Yuan Wei guarded the market price and looked forward to it quickly getting off after climbing up, but the changes in the next few hours made him directly dumbfounded -at noon, it fell to 16,400 yuan, and then refreshed to 15,400 yuan. 13,800 yuan, the premium is only a few hundred. If you sell one at this price, he has to take more than 3,000.

At this time at this time, it is the "carnival" of the oxen. A standard process is: watch the "Technology Spring Festival Gala" Apple conference on time, go to the circle of friends to release new machine information, and at the same time store the spot from various channels. On the day of the official release, I went to the Apple Direct Store in the early morning to queue up, dragging every customer holding the shopping bag to ask: "Is it the top version of Pro Max? High -priced recycling!"

Yuan Wei has been in Beijing for many years of electronic product recycling business. He has already sent a circle of friends and shouted: "Dark purple iPhone 14 Pro Max 512G and 1TB, whoever seized me, at least +1000 recovery!" According to his experience last year, The top version of the new color scheme is not compensated. When the most pretty time is poured, you can earn thousands of money.

But this year, the reality hit the ox's face fiercely.

"Good guy, add 2,000 yuan for a while, slap for a while, and drop more than 1,000 yuan. Ah is better than stocks!" Zhang Lei blurted out. He rented a piece of about 10 square meters on the second floor of the Science and Technology Electronic City of Zhongguancun. Although he did a business that sells new mobile phones, he emphasized that he is a regular channel dealer, which is different from those scalpels. Enlightenment ".

In his opinion, stir -frying Apple mobile phones is less than expected to make compensation. This year, if you look at this year's market, "lost". Especially those oxes with the standard version of the iPhone 14, on the day of pre -sale on September 9, when the entire PRO series of various channels is sold out, the official website can be easily booked. After the sale, the ox that accidentally received the goods quickly bowed his head to reality, anxious to sell these hot -handed potato. In order to stop the loss in time, it was not allowed to "lose money" in his own hands to spend 100 yuan.

Therefore, like the iPhone 13 last year, the iPhone 14 was released on the day of its release, and it was hundreds of hundreds of hundreds of cheaper to the channel dealer than the official website.

From the perspective of experience, because of the concerns of market feedback, the expensive high -end models are inevitable in the early days of the period. The time of unbalanced supply and demand for one or two weeks after sale is the opportunity of the ox. In 2021, after the release of the iPhone 13 Pro series, it experienced a long period of out of stock. The ox gambling trended in the scalpel who dared to stock up the goods, and made a lot of money.

The official website of this year was collapsed on the day of the pre -sale, and the first batch of the PRO series was fiery in a few minutes. Essence This is his big list in the second half of this year. According to the past, it is not a problem to make tens of thousands and ten thousand.

However, the oxs did not expect that after the release on September 16, when people got the mobile phone experience, the new style of the new product suddenly became poor and the heat dissipated quickly.

Chen Yi, who got a new mobile phone on September 17, experienced the most surprising "smart island" at the press conference for the first time. After watching the press conference, he was also poked up late, and the interactive effect of changing freely between different apps in the video was cleverly used by the criticism of the criticism, which made people feel cool and apple.

▲ Customers experience smart island functions in Apple shops. Photo / Visual China

But when he really experienced, Chen Yi's excitement disappeared quietly. There is a difference in the demonstration effect of the demonstration effect. The "island" of the pills looks like a special interaction effect in the application that comes with Apple. In an app that has not yet been adapted, it is like a black hole. There, you ca n’t go away when you take a screenshot, and sometimes you still cover the information.

Not only was he disappointed, Luo Yonghao, who has been in the mobile phone circle for many years, also boasted that the function was "very smart" at first, and he would like to like the UI designer and product manager. He felt that this was because Apple ’s industrial design has been too bad over the years, and UI designers have to“ evil tricks ”.

But after getting the real machine, he began to bombard Apple's "promotional video fraud". "You can see the components inside. It is not as beautiful as the promotional video. feel sad".

When people generally returned from the surprise of the press conference, they suddenly found that the new machine didn't seem to be expected to be worth it. It was still the "Thirteen incense" in their hands. Added the ranks of backwards, with bad reputation and collapse. Last year, the premium of the 13 Pro Max maintained at a high level of thousands or two. This year, from the news of "buying an apple" to the beef on the ground stall this year, it only took a short day.

Apple seek stability and continue to "swing bad"

Zhang Lei bluntly stated that he had to be fired with 13 markets, and he had to suffer this year. One of the reasons was that the ox and customers did not expect that Apple was shipped in advance.

Chen Yi grabbed two 14 Pro on the official website. The system showed that the first delivery time was between September 26 and September 30, and the second one was later. But until the 16th on the 16th, his first order suddenly shipped and delivered it on the 17th.

His experience is not an isolated case. On the social platform, users have exposed freshly unpacking videos, and most people have received their mobile phones before the system prompting time. As a result, more and more people poured into the topic of "iPhone 14" on the topic of "iPhone 14", and a wave of "metaphysics" that raised a wave of screenshots for delivery. I hope that their orders will be arranged as soon as possible.

Apple sales in direct stores also revealed that this year's waiting time will not be particularly long. Although the spot in the store is still inaccurate, "it has been there for half a month to a month."

▲ On the evening of September 16, the Apple iPhone14 series was officially released. Outside of a retail store in Hangzhou, more than 100 people lined up and waited to enter the store. Photo / Visual China

When the iPhone 13 series was released last year, Apple had suffered a loss that caused insufficient stocking due to the epidemic of the supply chain. The average waiting time of the user after the release of the new product was extended to 4 to 6 weeks. The longest waiting time. At the financial report in October 2021, Cook admitted that the supply restrictions on the supply had the impact of about $ 6 billion to Apple. This year, the stocking is obviously sufficient.

Although it is a little disappointed, Chen Yi believes that it won't be long, Apple will update iteration to improve the experience of the smart island through the system. With Apple's appeal to developers, most mainstream apps will follow up and develop and adapt. What really made him feel worthless is that, except for the smart island, other updates and upgrades of the flagship machine this year are not good, and many of them are crowded toothpaste innovations.

When the opponents of the Android camp rolled the pixels of the mobile phone camera to hundreds of millions of levels, the main camera of this generation of Apple PRO models finally bid farewell to the 12 million pixels of the "ancestors" and rose directly to 48 million. However, in general, the default is only 12 million. Only when you open the Pro RAW mode can you take a 48 -megapixel photo. One can occupy a space of 50 to 70MB, forcing people to buy a large -capacity version or open the iCloud cloud space.

In addition, Apple also realized the "all -weather display" function later. This is not new, and Android mobile phones have launched a similar functional "interest screen display" many years ago.

The annual upgrade chip has not been so much improved this year. On the one hand, TSMC's 4nm process used by the A16 chip is not obvious than the 5nm process of the A15 chip. It is too strong and excessive, and there is no physical difference in A16 than A15.

Whether the innovation of new products is attractive enough. Every user who experiences it has its own answer, but the sales data will not lie. From an industry perspective, Guo Tianxiang, a senior analyst of IDC China, believes that the lack of innovation of the iPhone 14 series has indeed affected the actual sales situation. The market response to the first week of the first week of sales is obviously not as good as last year's iPhone 13 series.

Especially the actual sales of the Standard Edition iPhone 14 are significantly lower than expected. Compared with iPhone 13, it only uses the full version of A15 chip, but the size remains unchanged, the camera does not change, even the appearance has not changed, and the user is not as good as buying the price price A cheaper iPhone 13.

According to Apple's previous usual approach, the iPhone 14 series released this year should be equipped with the latest chips. Even if the iPhone13 is equipped with A15's castration version, it is also A15. The iPhone 14 is even used by the previous generation 13 Pro A15 chip. This is the first time Apple uses old chips on the new model. Only the higher -end but more expensive iPhone 14 Pro and iPhone 14 Pro Max are equipped with the latest latest ones A16 chip. Although both chips represent Apple's high -end hardware level and can hang mobile phones from other manufacturers on the market, many users have questioned Apple's "squeeze toothpaste". In this regard, the famous apple "prophet" in the circle, Tianfeng International analyst Guo Mingzheng's point of view is that although TSMC's high -end technology supply is tight, this is more like a marketing or financial -oriented decision -a cheaper iPhone 14 The 14 PLUS models use A15 chips, which can reduce cost pressure and achieve more differentiation with the two Pro models.

There are also people in the industry. In addition to the use of costs, the old chip can be reduced, but also because the opponent's Android camp performs too weakly in the chip. After all, at the press conference, Apple directly compared the performance of the A13 bionic chip three years ago with the latest A16, saying that the competitors did not catch up with Apple's data that year, and it was not proud. Because there is no opponent, Apple's self -confident upgrade can continue to occupy the market.

Although the specific sales figures have not yet been released, as early as the official release, Guo Mingzheng gave his own judgment -the pre -order results of iPhone 14 and iPhone 14 Plus were "bad" The positioning may have failed.

There is no doubt that squeezing toothpaste innovation is a strategy for Apple to stabilize. How much each model is upgraded, how much sales can it bring, how to make different models distinguish, and increase the sales of a certain model in the comparison, so as to increase the increase in increase Apple will have strict calculations on the unit price and the goal of increasing profits. But this year, the upgrade of the iPhone 14 standard version can be ignored, and it has been persuaded to retreat consumers at this price. In contrast, although the upgrade of the iPhone 14 Pro series is not so great, the performance is still better. Essence

According to Guo Mingzhang, Apple has asked suppliers Hon Hai to switch the iPhone 14's production line to the iPhone 14 Pro model, which is equivalent to increasing the iPhone 14 Pro shipments in the fourth quarter of about 10%. After the production line conversion, the iPhone 14 Pro series shipments in the second half of the year will account for 60%to 65%of all model shipments of the iPhone 14 series.

In recent years, Apple has increasingly liked the Android camp to explore the road in industrial design and software experience. When a function is mature, it is used, instead of liked to do subversive innovation like Jobs era. After all, accompanied by disruptive type Innovative, either a blockbuster, or a full loser, the risk is too great. It maintains competitiveness in the quality and core components, use its own influence and product market share to educate users and drive the trend, which is more secure for Apple. To some extent, Apple is more and more like Nokia on the eve of the smartphone era.

▲ iPhone 14 series slogan: strong out of circle. Photo / Visual China

The chills of the industry, Apple also felt

Many netizens, including senior fruit powder, are disappointed with the new difficulty of this time, tease the Apple "swinging", and busy "clearing inventory". But in the high -end market, Apple is indeed no enemy.

According to IDC data, in the second quarter of this year, Apple accounted for approximately 70%of the high -end mobile phone market in China (about 4200 yuan) or more in China, and the remaining mobile phone manufacturers only occupied 30%.

This is not the highest proportion of Apple mobile phones in the high -end mobile phone market in China. At the end of 2021, Apple's market share in China's high -end mobile phone was as high as 77%, a record high.

But this does not mean that Apple can be at ease. The broader market of the entire smartphone is shrinking, and the chills pass to every player on the field.

According to data released by Cinno Research, in the first half of 2022, the sales volume of smartphones in the Chinese market was about 134 million units, a year -on -year decrease of 16.9%. This number set the lowest value since 2015, compared with the sales of 239 million units in the same period in 2017, a 43.93%of the sales volume.

The financial statements of several main mobile phone manufacturers are also sorrowful. The Canalys report shows that in the global smartphone market in the second quarter of 2022, the market share of vivo, OPPO and Xiaomi fell 19-25 percentage points, respectively.

The mobile phone can't be sold, which is mainly reflected in the overall environment. The consumer's replacement cycle is constantly stretched, and the willingness to buy is also declining. The data of Counterpoint shows that the current average conversion cycle of mobile phone users has exceeded 31 months. The market research institution Strategy Analytics said that the average replacement cycle of Chinese users is 28 months.

Young people do not like to change their mobile phones. They are bad news in front of the industry. Users such as Chen Yi to change an apple year do not consider the price, and it is still limited. More people will weigh their wallets and make economic practical choices. ▲ Figure / Vision China

The post -90s Mu Mu is now using the iPhone 11 Pro bought two years ago. Without 5G, I did n’t say it. The space of 256G was also bloated. After taking a few more photos, WeChat will pop up the prompt of insufficient memory. Essence In the past two years, the battery life has shrunk a lot, and often can't stand it for half a day.

For her, buying a new mobile phone now depends on whether it can be used. Instead of memory, you can delete not commonly used APPs, and you do n’t need photos in the mobile phone. In order to fight the anxiety of the power, when she goes out, she carries a charger with her, and always pays attention to where there is a charging socket. Occasionally forgot to bring, you can only use shared charging treasures. A few dollars in an hour are very distressed, but it is much lower than the cost of changing mobile phones -a little high -end models are equipped with thousands of thousands or even tens of thousands of even thousands of thousands. If you want to update your watch and headphones, you will get in one month.

At the same level of mobile phones, the price is getting more and more expensive. Mumu's first mobile phone was vivo X1 ten years ago, and it was also the first smartphone launched by vivo. She had just went to college that year, and more than 2,000 yuan of mobile phones was already the top match for Android machines. But after she worked, she had "freedom of replacement". This price could only barely buy a mid -range model, and even the low match of the flagship camp could not be touched.

Even if Chen Yi, he will not "brainless configuration". 256G is enough for him. It is pure waste for 1TB. The difference between the two is 3,600 yuan. New Air Pods Pro headset.

Guo Tianxiang believes that insufficient innovation is the challenge facing the entire mobile phone industry and one of the reasons for the industry's downturn this year. Apple has no great changes. It has no opponents in the Android camp. Some of them are only "rolled" such as camera avatar pixels, screen refresh rates, and charging power. To the highest -end configuration, you can't feel the specific difference.

In an interview last year, Zhao Ming, CEO of Honor Terminal Co., Ltd., also stated that the market lack of products that caused consumers to buy impulse continued to repeat at low levels. If you don't really pay attention to consumer experience and product functions, this road is unreasonable. "

If the buyer asked Yuan Wei at home, what is the latest Apple mobile phone? He will throw a common publicity picture in the scalpel circle, which is full of specific functions and parameter upgrades, indicating that the other party is watching. After a few days of blow, he has no intention to introduce it enthusiastically.

But he didn't take any idle at all. On September 21, Huawei's latest flagship mobile phone Mate 50 series began to buy again. The night before, Yuan Wei shouted in the circle of friends, "The owner of the smart island has not passed, and the head of the Kunlun school is coming." The picture is full of Mate 50 Pro with a full wall.

Another scalpel that was "hurt" by Apple also re -supported and issued a screenshot of the design version of the price of 12999 yuan Mate 50 RS Porsche. The copywriting was very excited. Apple is much fierce, grabbing high -priced collection ", and three exclamation marks at the end.

▲ In the latest circle of friends of the ox, the latest iPhone is rarely mentioned, more of the old two mobile phones. Figure / Phone Screenshot

I don't know if they will return full of loads, but the reality is that everyone does have no money, and consumption is becoming more and more rational. "It's just a mobile phone. It is not impossible to wait a few days. Why do you have to buy a price to buy, the money is burned?" Even the apple is no longer faith. product.

(Except for Guo Tianxiang, the rest of the interviewees are a pseudonym)

The article is original of daily characters

Infringement must be investigated

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