Cook finally realized!
This wave of Apple’s all-round press conference is all drama.
Referred to as the whole drama conference.
In the early morning of October 14th, Apple held an online release, and launched four iPhone 12 series 5G mobile phones, Magsafe series wireless chargers, HomePod mini speakers and many other new products.
At the meeting, Cook danced with long sleeves and performed hard, just because Apple came too late.
Due to well-known reasons (no chips), Apple finally kicked off its own 5G one year after its friends collectively entered the 5G era, and all of them entered the 5G era.
Due to another well-known reason (epidemic), after many online conferences held by friends, Apple finally released this wave of new iPhone machines, which was much later than before, but it was still online.
At the same time, there are also a few more models, which can be regarded as Cook’s compensation.
4 times the meat shield, Nokia possessed.
In terms of the number of products, this year is the largest: four products were released at once, named iPhone 12 mini, iPhone 12, iPhone 12 Pro and iPhone 12 Pro Max.
In addition to finally being able to 5G, it is slower than friends for a whole year (this really doesn’t blame Apple), leaving the "big selling point" of anti-falling.
According to the introduction of the press conference, this time, Apple also added a skill point to the outer glass of the iPhone screen, named "Ceramic Shield", using ceramics as the glass substrate to increase the screen hardness and the anti-drop ability of the mobile phone.
According to the official, the falling performance can be improved by four times, which is just four times as resistant to beating, and it has the property of meat shield brick machine.
Once upon a time, this was the exclusive label of Nokia, the overlord of the feature machine era, and Apple really realized this time. After defeating the feature machine for ten years, the iPhone also returned to the main theme of Nokia.
Why? Because although it supports 5G, although the camera seems to have an ultra-wide angle with a sensor displacement system, it can be disguised as a pan/tilt, but in the final analysis, this late iPhone is lacking in technological innovation.
Can resist beating: it can be seen from a distance and can also be used for fun.
How to break it? The "distraction" method used by friends to solve the lack of technological innovation is to toss the camera.
For example, Huawei’s Yuba design, Nokia 9′ s "rear five-shot" design shower head shape; It is said that some brand-name mobile phones have been set in the "honeycomb coal" type of advanced 78 photos …
The core essence is to let users directly feel the change and iteration. If they really can’t feel it, at least they can feel the benefits of the camera.
According to the ranking of most surveys, the ranking of mobile phone functions that consumers attach importance to is mostly design, screen size and battery life, followed by camera.
As a result, Apple, which has established the standard shape of smart phones, decided to show its extraordinary eccentricity (beating) in the number one design and screen size.
How to get? The narrative described by Ailien can be expressed as follows:
From a distance (design):
IPhone 12 has changed its design. Simply put, it is divided by 3 directly as 12 to form 12÷3=4. That is, it is the same as the most popular classic iPhone 4.
After many years, Apple abandoned the "arc" again, and the border design was no longer round but adopted the straight-edge design like iPhone 4.
More ridiculous (screen size):
Take the iPhone 12 mini as an example. Compared with the 4.7-inch iPhone 8, the 5.4-inch screen is smaller, but the screen is bigger.
You know, ultra-thin, ultra-breathable and super tactile, which used to be a routine that condom Jun liked.
Then, these two points are really not eye-catching. After all, the design is retro, and the screen size is only compared with its own, which is not a unique advantage, so the powerful body of 4 times anti-beating is on the scene.
At that time, Nokia went to the "giant drop" in the era of function machines, and the difference between function machines was getting smaller and smaller. In the past, Motorola’s proud signal strength had no advantage, so the giant drop became a last resort.
If this is not the case, how can the iPhone easily crush Nokia, which is already intelligent?
Now, time has never let go of anyone, and the iPhone has taken on the baton of giant falling, becoming the first self-proclaimed brick machine in the era of smart phones.
Can consumers buy it? In order not to spend the screen, not to change the screen, and to save some money, you may chop your hands.
Sales have declined for five consecutive years, so I can only bow.
According to IDC data, the shipments of iPhone in China have gradually decreased in the past five years: in 2015-2019, the shipments were 58.4 million, 44.9 million, 41.1 million, 36.3 million and 32.8 million respectively, with market share of 13.4%, 9.6%, 9.3%, 9.2% and 8.9% respectively.
As the first market of iPhone and the biggest support for the rise of iPhone that year, China market can’t decline any more, which has become Cook’s curse.
And the solution to this curse, Cook has two tricks, one is called price reduction, and the other is called mini.
In the price reduction, Apple chose something that it used to be proud of as it would never do-to be gentle, it is called bending over, and in layman’s terms, it is bowing.
For example, this year, Apple officially announced its participation in Tmall’s "June 18th" promotion for the first time, and the full range of products in Apple Tmall’s official flagship store supported cross-store full reduction (40 yuan reduction for every full 300 yuan).
At the same time, on the platform of JD.COM, a number of Apple mobile phones are welcoming price reduction promotions. Among them, the iPhone 11 series is as low as 4599 yuan, and the starting price of the iPhone SE series is as low as 2899 yuan.
Prior to this, Apple also cut prices in the China market several times. Also this year, in April, after Apple released the new iPhone SE, the e-commerce platform once set off a round of price wars, in which Pinduoduo and Juhua cut prices in 400 yuan and 500 yuan respectively in the form of grabbing coupons.
The result is good.
In the 6.18 War, the price was reduced for sales. On the first day of 618, it took only five hours, and the turnover of Apple iPhone in Tmall exceeded 500 million yuan.
On the JD.COM platform, the turnover of Apple’s whole series was three times that of the same period last year in one hour after the opening ceremony at 0: 00 on June 1.
If one mini doesn’t work, then two.
However, relying on abnormal price reduction can’t solve the problem after all, so Cook released the second big move: mini.
In the early morning of October 14th, Apple held an online release, and launched four iPhone 12 series 5G mobile phones, Magsafe series wireless chargers, HomePod mini speakers and many other new products.
The most current is the four letters mini.
One is the appearance of "mini" on iPhone 12.
IPhone 12 mini, 5.4-inch screen, starting at $699. Aluminum alloy matte frame, colors are black, white, red, blue and green. Memory capacity can be selected as 64/128/256GB.
Basically, you can think of it as an advanced version of iPhone 4, retro and ultra-low version.
A mini may not solve all the problems, so cook gave the mini the long-term unsalable speakers and wanted to combine the two swords.
Nearly three and a half years after the release of the original HomePod, the HomePod mini finally arrived.
Compared with the mini-phone, the sound system is completely mini-phone. Compared with the original generation, the weight is reduced by more than 7 times, and the weight is less than one catty (345g), and the price is only a fraction of the previous generation-99 dollars (HomePod is now priced at 299 dollars in official website).
At the press conference, Apple showed many scenes of using HomePod mini, and as always, it showed that the usage information will be anonymous and not bound to AppleID.
The purpose is to tell users that this is actually not a stereo, but a super smart home control center, and even smart travel, such as asking about travel routes, which will push map navigation data to vehicles that support CarPlay.
It is small enough for easy placement, which is the original intention of the design.
Mini new model, sales will also be mini?
But the problem is that in the era of big-screen mobile phones, it is just another SE iPhone 12 mini. Besides giving users a choice of small cups, what else can they have?
Previously, the average sales volume of SE has explained that this is an alternative, as a spare tire, and it is easy to be regarded as a superficial evidence of the failure of loading.
In smart home, the price may be a little sensitive, but if the smart home scene application can be achieved, no matter the size or price, it will not be an obstacle.
The only obstacle is how many smart devices can be connected, whether it is smart home or smart travel.
Obviously, the mini can’t achieve this effect.
Therefore, it is used as a key killer to solve the sales decline, and the effect that mini may play may be very mini.