appleThe myth of iPhone sales in China is dying.
Apple, which has always been "noble and cool", has also begun to play price-cut promotions, presumably because the sales of new products that are highly anticipated are not satisfactory.
According to the data released by the Institute, the total domestic mobile phone market in 2018 was 414 million units, down 15.6% year-on-year, but the decline in domestic brands was slightly lower than this figure, and accounted for 89.5% of the same period of mobile phone shipments. The overseas giants represented by Apple and Samsung have lost in the Chinese market.
Domestic mobile phones have leaped forward in 2018, but the iPhone has fallen into an embarrassing situation of selling. A few days ago, Apple lowered its first-quarter revenue forecast, announcing that revenue for the first quarter of 2019 is expected to be $84 billion, down from the original estimate of $89 billion to $93 billion. With the rise of domestic mobile phone manufacturers, Apple's sales in the domestic market are often cold. Apple is trying to save Chinese consumers by cutting prices.
iPhone price cuts fierce attack
Huaqiang North lowered the wholesale price of iPhone
Shenzhen HuaqiangNorth is known as the “barometer” and “wind vane” of the Chinese electronics industry, and is also known as “China Electronics First Street”. Recently, a quotation from Huaqiang North Electronics Market shows:
iPhone XR 64GB wholesale price fell 450 yuan, the current price of 5250 yuan;
The wholesale price of iPhone X 64GB fell 100 yuan, the current price is 5630 yuan;
The wholesale price of iPhone 8 64GB fell by 420 yuan, of which 3 are currently 3880 yuan;
The wholesale price of iPhone 8 Plus 64GB fell by 450 yuan, of which the current price of two models is 4,800 yuan.
According to the daily economic news report, a few days ago, Huaqiang North channel dealers received price adjustment information from the US, and iPhone XR, iPhone8, iPhone 8 Plus, iPhone X, iPhone XS and iPhone XS Max and other products began to cut prices. Among them, Huaqiang North's iPhone in the Yuanwang Digital City Wholesale Market has experienced a full-scale decline in all levels.
However, some media responded when interviewing a store in Huaqiang North. "This is an rumor. Apple's official website does not have this statement." In this regard, the daily economic news was verified again, and the other party responded: "Many upstream agents are actually getting more favorable prices, but many downstream businesses are not aware of the price cuts.
JingdongBig price cut, 8Plus is 1200 lower than the official website!
According to media reports, starting at 0:00 on January 11, the price of the iPhone8 on the Jingdong platform will be lowered to 3,999 yuan, which is 1,100 yuan from the official website of Apple's official website at 5099 yuan.
The price of the iPhone8plus of the Jingdong platform was lowered to 4,799 yuan, which is 1200 yuan from the official website of Apple's official website at 5,999 yuan.
However, the most expensive iPhone XS Max has no price cuts.
According to the news report, Jingdong said that this time the price cut is Apple's price cut. At present, it should not be a time-limited promotion. This also means that after the iPhone suffered a sales decline in the Chinese market, Apple adopted an increasingly flexible pricing policy to stimulate consumer purchases.
Suning Relay! Sharply downgrade iPhone XR
Just before the press release,Suning Online MarketAlso significantly reduced the price of iPhone products, of which iPhone XR 128GB version of the hand price is only 5799 yuan, compared to Apple's official website 6999 yuan price is 1200 yuan cheaper.
At the same time, Suning Tesco has now launched an iPhone XR redemption campaign, using the iPhone 7P for iPhone XR, the price is as low as 3,500 yuan to start XR.
Suning said: "Friends and friends, come together to cut prices!"
Apple lowered its revenue forecast for the first time in 17 years, blaming China?
On August 3, 2018, Apple's share price stood at $207.39, making it the world's first listed company with a market capitalization of more than $1 trillion. However, the good times did not last long. In the fourth quarter, the company's share price fell more than 30%.
What really ignited the negative sentiment in the market was that Apple CEO Tim Cook earlier this month cut the company’s first quarter of 2019 (the fourth quarter of 2018 Nature) in a letter to Apple investors.PerformanceIt is expected to reduce revenue from the previously forecasted $89 billion to $93 billion to $84 billion.interest rateFrom 38% to 38.5% to about 38%.
For this downgrade, Cook said that one of the main reasons is that the macroeconomic downturn in the Greater China market exceeded their expectations.
Cook complained in the letter: "This effect is also beginning to manifest in consumers, and fewer and fewer people are going to our retail stores and dealers in China."
The sales of the three major hardwares led by the iPhone were not as expected. Starting in the next quarter, Apple will no longer release sales data for iPhone, iPad and Mac. Declining sales do not affect the income of company CEO Tim Cook.
In a recent filing, Apple said that in the 2018 fiscal year ending September 29, Cook received $3 million in salary, $12 million in year-end bonuses, and $121 million from his 10-year stock award. The stock of the dollar.
In response to negative market comments, Cook responded in an interview with the media that Apple’s long-term health status “has never been as good as it is now”. He believes that the most important indicator for observing Apple is not iPhone sales. Apple's core strengths are innovation, customer satisfaction and loyalty, and ecosystems.
Innovation is not high, the iPhone is criticized by the market!
Not optimistic in 2019
In the case that the iPhone was suspected of lack of innovation, and the iPhone XR's materials were alleged to be "cheap", Apple still chose a high-priced strategy, which was widely criticized by the industry and the market.
IHS mobile phone market advancedAnalystLi Huaibin said:
"Apple's new mobile phone launched this year is only based on last year's continuation, not much change, less innovative, but maintained high pricing, which is not recognized by the market."
"Domestic mobile phones have grown very fast, and even surpassed Apple in some functions. The price is much lower, posing a serious threat to Apple. It can be seen that Apple's high-price strategy continues to be a misstep."
Famous investment in JapanbankNomura analyst AnneLeeI believe that she does not expect the appearance of the new iPhone in 2019, its latest releaseresearch reportPoint out that the appearance of the new iPhone will not change.
Nomura said that Apple will sell 204 million iPhones in FY 2019, and will further decline to 200 million in FY 2020.
The industry believes that Apple's early expectations are too high, forming a huge inventory, Apple needs to digest inventory through promotions and other means.
iPhone demand is sluggish, implicating Foxconn?
On January 10th, Foxconn, the main OEM of Apple Inc., released its December 2018 and full-year results. Due to weak market demand for electronic products, Foxconn's revenue fell by 8% in December and dragged down its overall performance in 2018.
According to documents submitted by Foxconn to the regulatory authorities, the company's revenue in December last year was NT$619.13 billion (US$20.12 billion), down 8.3% year-on-year. This is also the first time since February last year, Foxconn's monthly revenue decline.
In contrast, Foxconn's December 2017 revenue was NT$675.1 billion, up 50% year-on-year. A decline in revenue in December, a Foxconn representative explained: "mainly because consumer demand for products has fallen sharply."
Throughout 2018, Foxconn's revenue grew by only 12.5% year-on-year.
Apple's market value has evaporated by nearly $400 billion
Compared with the rapid innovation of Apple products in the Steve Jobs era, how long can the performance supported by the “rapid price increase” last in the past? The capital market has given the answer.
In October last year, Apple achieved a miracle with a market value of 1.12 trillion US dollars with a score of 233.47 US dollars per share. This moment should be regarded as the highlight moment in Apple's history.
But in the following months and now, Apple's market value has fallen all the way. As of January 10, Beijing time, Apple's stock price was only 153 US dollars, a drop of more than 34%, and the market value evaporated by nearly 400 billion US dollars.
A picture comparing Apple's past and present
As the saying goes, in the 30 years of Hedong in the 30 years of Hedong, once upon a time, the iPhone completely "killed" any mobile phone, the scalpers earned a lot of money, but now they have to cut prices to go to stock.
The Apple Flagship Store of the Shanghai IFC Center, after the launch of Apple's new machine, is in stark contrast to the door-to-door display of the iPhone 8.
On October 26, 2018, Apple's new iPhone XR was on sale for the first day, and sales were cold.
(Article source: China Business News)