I don’t know when, Apple’s new product launch event in the fall has become the Spring Festival Gala of the technology circle. Whoever it is will pay attention to this event either intentionally or unintentionally. This year, Apple will hold the Apple Autumn New Product Launch Conference at 1 am on September 13th, Beijing time. Regarding the new phones that Apple will launch this year, I believe that various media have already exposed them in terms of appearance, configuration, and sales price. The bottom is upside down. So the new iPhone series is coming soon. For the iPhone X released last year, does it shorten the life cycle of the iPhone X?
Last year was the 10th anniversary of the iPhone. Apple also broke its own naming rules, skipping iPhone 7s and iPhone 7s Plus, and released iPhone 8 and iPhone 8 Plus, making them the successors of iPhone 7 and iPhone 7 Plus. . In order to commemorate the 10th anniversary of the birth of the iPhone, Apple launched the 10th anniversary version of the mobile phone "iPhone X". Unlike the previous iPhone, the iPhone X is a new model released by Apple at the Steve Jobs Theater at the new headquarters of Apple Park. The "X" means the Roman numeral "10", which represents Apple's tribute to the tenth anniversary of the iPhone. In this respect, the iPhone X is actually unique, because it does not belong to Apple's regular iPhone series, but as a gift to the 10th anniversary of the iPhone, it is in front of everyone.
Therefore, the arrival of the new iPhone did not shorten the life cycle of iPhone X, because the new iPhone series, as Apple’s regular replacement product series, may have the same appearance and functions as the iPhone X, but the new iPhone series is brought by Apple. The meaning of coming is not the same. So iPhone X is still a unique product.
According to the current news, Apple will launch three iPhones this year, namely the 5.8-inch iPhone Xs, the 6.5-inch iPhone Xs Max and the 6.1-inch LCD iPhone. The naming of the new iPhone above is derived from the current news, and there may be discrepancies in the final naming method.
Among the three new models, they all use the same design language as the iPhone X, with a front and rear glass and metal middle frame sandwich design style, and the front panel adopts a notch-style full-screen design, and all have 3D facial recognition. Among them, iPhone Xs is regarded as the successor of iPhone X because it has the same size and shape as iPhone X. So with the arrival of the iPhone Xs, are people really not buying iPhone X anymore?
The editor believes that the arrival of the new iPhone will not affect the sales of iPhone X, and even a wave of iPhone X purchases will be ushered in during the first release period. For a product, its life cycle should be divided into two parts, one is the sales cycle of this product, and the other is the life cycle of this product. So for iPhone X, how long will its life cycle be? The editor believes that the life cycle of iPhone X should be around three years.
It has been eleven years since the iPhone was launched. During these eleven years, Apple has adopted a flagship strategy of one year for a long time. Therefore, the release cycle of each iPhone will become very long, because users even There is a need for replacement, and it will also face a situation of inorganic replacement. Starting with the iPhone 6, Apple has adopted the strategy of dual flagships for one year, but still maintains the habit of releasing phones once a year. The dual flagships have more enriched people's purchase options, and have no impact on the sales cycle of mobile phones. In the same way, the three iPhones released last year only enriched Apple's product line, but did not shorten the product sales cycle.
So, judging from the 11-year period, except for the iPhone 4 to iPhone 4s due to the death of Steve Jobs, the two devices have been separated by more than a year, the sales cycle of the other new iPhones are all A year or so, so the arrival of the new iPhone this year, in terms of time, does not prove to shorten the iPhone X sales cycle.
Secondly, in terms of product sales time, since Apple does not produce low-end models, there are only two mid-end models, iPhone 5C and iPhone SE. So for Apple, every time a new machine is released, the old mobile phone released last year will be dealt with to a certain extent, and the flagship machine of last year will be used to compete in the mid-range market.
With the good product power of the iPhone and Apple's own brand effect, Apple has made these previous-generation flagship models recognized by many users in the mid-range market. For many users in economically underdeveloped countries, buying a new iPhone is still too expensive. The previous generation of iPhones can rely on outdated performance, outstanding cameras, good system ecology, and excellent user experience. And the price that consumers can accept. Make them the first choice for this group of people to buy iPhone. Therefore, Apple does not need to launch cheap mobile phones to reduce the value of its own brand, but relying on the previous generation of flagships to support the mid-to-high-end market.
The iPhone 7 is a very typical example. Last year, Apple only upgraded the iPhone 8 with some minor upgrades, but it still used the design style that has remained unchanged for four years since the iPhone 6, so many consumers, no matter from the appearance of the phone or In terms of replacement cost, it is more inclined to replace iPhone 7 instead of iPhone 8. Of course, this is based on data. According to data from market research institutions, iPhone 7 had 5.6 million quarterly shipments in Q1 2018, ranking fourth. And iPhone X shipments reached 16 million units, ranking first. Therefore, iPhone X has a long life cycle in terms of shipments and holdings. And this year, if the new iPhone does not change much on the iPhone X, it will stimulate some consumers to choose the iPhone X.
Take the current Apple Chinese official website for example. Although the iPhone 6s and iPhone SE are both phones launched two or three years ago, they are still on sale on the official website. And these two models are not inferior to the current thousand yuan machine and two thousand yuan machine in terms of system, camera, performance and so on. This is also Apple's strong point. Relying on its huge cash flow, Apple's mobile phone's processor, system, camera and many other aspects of software and hardware can be specifically designed and optimized for Apple's mobile phone. In addition, Apple has a high right to speak in the supply chain, and can also get the best parts in the first time. Therefore, after two or three years, mobile phones still have enough product power, rather than becoming a mass of e-waste.
Picture for iPhone 7
In the era of smart phones, ecological applications are the top priority for every system. The current mobile phone market iOS and Android systems are competing for hegemony because the two have a sufficiently rich application ecosystem from the beginning and developers who continue to inject fresh blood into this environment. For other failed systems, a large part of the reason for the failure is the failure of the ecology. There is no enough application environment to retain users. If the simplest use cannot be guaranteed, the use of this system can really only be said to be faith. .
Since Apple has sufficient resources and voice, and there are not many mobile phone models, developers can make better optimizations for different models. Take the latest iOS 12 for example, it supports iPhone X, iPhone 8, iPhone 8 Plus, iPhone 7, iPhone7 Plus, iPhone 6s, iPhone 6s Plus, iPhone 6, iPhone 6 Plus, iPhone SE, iPhone 5s and many other products. iPhone5s, as a mobile phone launched by Apple in September 2013, is also among them. Although the hardware may be outdated now, for many people, the iPhone 5s is still in a usable state. After all, many people's use of smartphones is still at the stage where they can make calls and WeChat video chats. iPhone 5s is in 4G. And fingerprint unlocking and other functions are not lacking. So iPhone X may be used by people for three years, five years or even longer.
Although there is news that Apple has discontinued the production of the iPhone X, and currently only sells the stock produced before, but for such a memorable product, its mission will continue...
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