为了拿下印度市场这块蛋糕,苹果竟不惜自降身价?

Release time:2017-05-10
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source:威锋网
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目前,iPhone 5s已经三岁半了,但是苹果仍然坚持在印度和其他新兴市场销售这款智能手机。现在,为了征服对价格较为敏感的印度智能手机市场,苹果打算给iPhone 5s实行大减价策略。

据了解,苹果将以15000卢比的价格销售iPhone 5s,使其成为目前在印度销售的最便宜iPhone。不过,iPhone 5s的全新折扣价只在网上购买时有效。苹果已经通知经销商,他们将逐步淘汰iPhone 5s。

而在线下渠道,iPhone SE则是苹果在印度销售的最便宜iPhone,其价格为20000卢比。为了吸引消费者,苹果还将通过其销售伙伴提供现金返还服务,将这款iPhone的价格降至20000卢比以下。苹果之所以会降低iPhone SE的价格,是因为从下个月开始,iPhone SE将在印度组装,苹果也将因此而享受10% 到12% 的价格优势。

有消息人士表示,苹果希望在印度拥有一个具有激进定价的iPhone模式,并寄希望于该公司认证的翻新机型。不过从目前的情况来看,印度政府已经否决了这一提议,因此苹果押注于iPhone 5s。

尽管印度大部分智能手机的销售仍然是线下销售,但是这个市场的iPhone销量中有50% 到55% 属于线上销售,因此,苹果希望为用户提供iPhone 5s线上购买优惠来进一步提升在该市场的份额。

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On Wednesday, Apple did something clever with pricing on its new iPhones. It made the cutting-edge technology it introduced in last year's iPhone X available at a much lower price, which could help it sell more iPhones to people who sat out last year's high-end.But it did this while increasing prices at almost every level of its lineup, which will help it keep its average selling price — and profits — high.Apple announced three new iPhone models: the iPhone XR, iPhone XS and iPhone XS Max. All three models include large displays with minimal borders, no home button and the FaceID camera system for unlocking the device using facial recognition. Here's how the pricing strategy breaks down.The entry-level modelThe entry-level iPhone XR, which starts at $749, will likely be a big seller. It has many of the key features found in the high-end X line, including FaceID and a high-powered processor that should make certain tasks faster and more efficient.But costs a lot less than last year's X thanks to features like its cheaper LCD display, aluminum body and single-lens camera. To those who were put off by the $1,000 price tag on last year's iPhone X, this year's iPhone XR will look like a steal. That could help overall unit sales pick up.At the same time, the iPhone XR is more expensive than last year's entry-level iPhone 8, which started at $699. And two years ago, it cost only $649 to get the newest base iPhone model. In other words, the cost of entry to get in on the latest iPhone has increased by $100 over the last two years.The high-endThe mid-range iPhone XS starts at the same $999 price as last year's iPhone X and is functionally similar.But last year, the X was the top of the line, the luxury model.This year, Apple is selling the iPhone XS Max with a 6.5-inch screen, which starts at $1,099 and goes all the way up to $1,449 if you get the model with 512GB of storage. It's the most expensive iPhone Apple has ever produced.Last year, if you wanted a big new iPhone, Apple offered the iPhone 8 Plus, which started at $799. It didn't have the newest iPhone X features like the high-resolution screen or Face ID, but it was also cheaper.As a side note, none of Apple's new phones will include the adapter you need to plug a traditional pair of headphones into the Lightning port on the phones — a necessity ever since Apple eliminated the headphone jack in 2016. That adapter, which used to come included, will now cost buyers an extra $9. Or, you can buy wireless headphones, which Apple also sells.The low-endApple is eliminating its lowest-price option, the iPhone SE, which started at $349. Price-conscious buyers will still be able to get old iPhones at steep discounts from their debut prices — the iPhone 7 will start at $449 (it debuted in 2016 at $649), and the iPhone 8 will start at $599 (down from last year's introductory price of $699).But overall, the price of entry to the Apple ecosystem has gone up.It's the perfect setup for Apple. After proving it could charge more for new iPhones, the company has quietly increased the price to buy into the newest models. We won't know for sure if the strategy will work until Apple reports its December quarter earnings, but based on how successful the pricey iPhone X has been, Apple should be able to keep iPhone sales and profits growing.
2018-09-14 00:00 reading:381
As Apple unveils its new iPhone models, TrendForce has provided the following comments for your reference.Apple unveiled new versions of its iPhone on Wednesday and the specs are consistent with earlier expectations of the new models, says TrendForce. While last year’s premium-priced iPhone X sparked discussion in the market, Apple again moved towards a higher price range, passing the US$1,000 threshold. TrendForce believes that the aggressive pricing point Apple has chosen seems to be challenging the upper limit of prices that consumers are willing to pay for a premium smartphone. New iPhone Xs and iPhone Xs Max feature optimized photo quality, AR experiences, and dual-SIM, but they are less likely to boost the demand significantly due to the higher-than-expected prices, because consumers still need time to adjust to the price set for the premium models.As for iPhone XR, the more budget-friendly model, its pricing point is much lower than its OLED partners, iPhone Xs and iPhone Xs Max. Positioned as Apple’s main product this year to revive its sluggish smartphone sales, the iPhone XR with an LCD display will account for nearly 50% in the production capacity of the new iPhone series. However, this LCD model is also faced with uncertainties related to trade issues, the stronger US dollar, as well as even higher pricing outside the U.S. Therefore, it remains to be seen whether or not this LCD model could help Apple boost iPhone sales growth and profits.Meanwhile, the prices of older versions of iPhone, including iPhone7 and iPhone 8, are adjusted downwards to US$449 and US$599 respectively, which may create higher-than-expected demand for the older models.
2018-09-14 00:00 reading:320
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