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"We believe that there is always a consumer who is buying innovative technology at an affordable price – Apple has enough customers to make money."
Tim Cook, chief executive of Apple, is down. Tim Cook said in an interview with a stranger shortly after the release of three new iPhone models last September. But two months later, Apple is slow to sell its iPhone and is rushing to fill its volume of short sales by strengthening subsidies and sales policies compensation.
The three new models of the iPhone XR, XS and XS Max introduced by Apple in September of last year have inherited the notch design of the iPhone X 10 years ago last year, and the flagship model reached 2 million won in Korea due to the exchange rate policy. The average selling price of the iPhone during the last quarter was $ 793, up $ 150 from last year ($ 650).
Apple launched the iPhone X last year after expensive prices due to falling prices in the industry have caused concern, but have proved better than expected. Notch Design, which was first applied to the iPhone X, received negative reviews early, but several manufacturers joined the Notch design line this year and took the lead in the trend.
Apple, on the other hand, benefited from an increase in sales of 29%, despite sales of 46.9 million units in September, a level virtually identical to that of last year (46.7 million units). Apple saw its sales increase 1% in the previous quarter, but sales increased 20%. Apple has confirmed its brand loyalty in response to the high price of the iPhone X and is focused on raising prices this year by raising prices rather than increasing the volume of his sales. It seems the same thing is the statement that iPhone sales will no longer be released.
But now the situation is different. Apple's iPhone parts suppliers are slashing their sales forecasts one after the other. Market experts are also reducing iPhone shipments. Apple's stock price also fell, as concerns over the slowdown in iPhone growth increased.
Team Cook Apple CEO (photo)
Apple is not the only maker of phones to suffer from laziness. With the shortening of the smartphone replacement cycle, overall market growth has stopped and competition between companies has intensified.
However, as Tim Cook said, if the new iPhone product meets the innovations expected by consumers, sales will not collapse seriously, even if prices are higher. Despite the decline in quality, it contrasts with China, Huawei, which strengthened its position by launching new technologies and new products at different prices, and then compensated Apple for two quarters.
The iPhone XS has the same size of 5.8-inch screen as the iPhone X and its appearance is similar. The changes include improved performance and memory of the application processor, camera software and an increased battery life of 30 minutes. For its part, Huawei has adopted the triple camera for the first time in the world and is actively engaged in marketing by installing fingerprint recognition on the screen in front of Samsung and Apple.
The prospect that Huawei will surpbad Apple is regularly raised in the middle of this year. Indeed, Apple has steadily reduced its market share, apart from the high sales after the release of the iPhone X. The drop in shipments is a sign of disappearing iPhone users. As a result, Huawei outperformed Apple in Asia, Eastern Europe, and South America, and took Apple's share of Australia, the Middle East, and Western Europe.
In order to overcome these gloomy sales, Apple subsidized Japan Telecom and strengthens its sales of clearing products in the United States. In Japan, subsidies are paid to major telecommunication companies to bring down the price of the iPhone XR, but it is very unusual to lower prices a month after the launch of a new product. In the United States, I chose a strategy that would bring up to $ 100 for an old iPhone and buy an iPhone XS and an iPhone XR.
However, this badysis will not be a long-term solution. Saving money to keep sales is only a question of recovering sales volume in the short term. It has also been pointed out that Apple should stop being shut down and expand the opening of ecosystems such as services.
Apple CEO Kang Jung-hyun said: "Apple has slowed the growth of its iPhone sales because of various factors such as the inability to change the technology felt by consumers when launching new products , the high-priced strategy and the lack of services.We are trying to recover at the sales level, but it is more important to worry about the creation of value than to recover the volume of sales in the short term. "
"It's time to think about the new value that Apple has presented to consumers via smartphones," said Kang. "A collaboration with various sectors can increase this value, We also expect that smartphones showcase the home of Connected Life."
An electronics industry official said: "Due to Apple's shutdown policy, service development is slow and applications support delayed compared to Android, and the workforce in charge of the development of the company's operating systems is iOS 10% and Android 90%. " "Apple will not demonstrate innovation through next-generation technology, such as holograms, but will only reinforce its high price strategy, which will result in a steady increase in the number of dropouts." 39; Apple ".
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