Earlier, Apple officially admitted that due to price factors, the three iPhones released last year were in a downturn. To cope with the sluggish iPhone sales, Apple has launched a large number of price cuts in the Greater China market for several consecutive times. After the price cut, iPhone XR sales increased, and Apple decided to increase production for this phone.
The industry chain gave news that Apple's core suppliers have received news of iPhone XR production increase. From the end of March, they will gradually increase the production of parts required for this mobile phone to meet Apple. Absolute demand.
According to the industry chain, Apple will add 20 million iPhone XR orders, and the first orders will be issued from the end of March. The author analyzes that Apple's additional iPhone XR order may be to get more iOS users.
According to previous disclosures, the protagonist of this conference is not hardware, but streaming video services and Apple News. In the case of declining hardware revenue, Apple intends to transform content services, using the powerful ios ecosystem, to continuously provide high-quality paid content for iOS users. Therefore, Apple may continue to introduce cost-effective iOS devices for some time to expand the ios camp.
At present, domestic mobile phone manufacturers such as Huawei, OPPO, and Vivo are also hitting smartphone products for 5,000 yuan. And Apple also hopes to rely on the iPhone XR and the old iPhone to defend the smartphone market at 5,000 yuan. As Apple gradually transforms content offerings, the increasingly affordable iPhone XR will compete directly with these domestic giants in the Chinese market.
Since the beginning of 2019, Jingdong, Tmall, and many more domestic mainstream e-commerce platforms have repeatedly reduced the price of iPhone XR, and the intensity has been very large. The minimum has even dropped to 4,899 yuan, which is 1600 yuan cheaper than Apple's official website. According to the data provided by the e-commerce platform, after the price cut, iPhone XR sales increased by more than 80%.
In some domestic core channel providers, to boost iPhone sales, Apple canceled the original price red line, which better allows dealers to price themselves. After the sales volume has been completed, Apple still has subsidies. This is Reduces the price to sell sales, to prevent the loss of users. After all, the release of Huawei's Mate20 series last year robbed a large number of old Apple users.
Although the iPhone XR cut prices, its sales have rebounded significantly. However, there are reports that in February this year, the demand for iPhones in the Chinese market fell by nearly 70% year-on-year (this decline is similar to the decline in sales in December last year and January this year). Although Apple has implemented a price reduction strategy, However, there are still many users who do not want to be Apple's customers.
According to data from research firm Longbow Research, in February of this year, the number of Chinese consumers searching for iPhone through search engine Baidu fell by 48%. In January of this year, the search volume fell by 50%. This situation is very rare in previous years, the industry people will Baidu's iPhone search trend is the weather vane of the iPhone market demand.
Overall, Apple's current situation in the domestic market is not optimistic. Huawei, OPPO, Vivo, Xiaomi, the four domestic mobile phone manufacturers have firmly grasped the 80% share of the domestic market, and are all impacting on the high-end market, which has seriously threatened Apple's position in the high-end market. From this point of view, the iPhone XR price cuts are also inevitable, because it is necessary to maintain the mobile phone market at the price of 5,000 yuan.