Recent data revealed that in the first six weeks of 2024, Apple's share in the Chinese smartphone market plummeted to 15.7%, marking a 24% year-on-year decline and dropping from first to fourth place compared to the previous year.
Analysis indicates that the lack of AI functionality is a significant factor behind Apple's lagging behind domestic brands. As of 2024, Apple has resorted to multiple rounds of promotions, with price reductions becoming a routine tactic in their marketing strategy.
Despite Apple's underwhelming performance, analysts suggest that there is still significant room for a turnaround in the short term. Various marketing tactics, including price reductions and promotions, may help mitigate the decline in shipments. However, this does not address the core issue of diminishing product competitiveness. In the long run, it may damage the brand image and disrupt the previously established positioning and marketing strategies.
The price of the iPhone 15 has dropped below 5000 CNY on various e-commerce platforms, including Apple's official channels. Recently, even the Apple products flagship store on JD.com has been consistently lowering prices. Apart from major promotional events, there have been significant price reductions in daily prices, allowing consumers to purchase at more favorable prices through official channels at any time.
Currently, the discount exceeds one thousand CNY, with the iPhone 15 starting as low as 4949 CNY. Additionally, consumers can enjoy a six-month interest-free installment plan and AppleCare+ services starting from 549 CNY. The iPhone 15 Pro is priced at 6949 CNY on JD.com, with benefits including a six-month interest-free installment plan and AppleCare+ services starting from 749 CNY.
As usual, in the era where domestic smartphone manufacturers are aggressively "piling up" features and engaging in fierce competition, Apple's steady-as-she-goes approach in the high-end market in China will gradually be challenged by domestic rivals. Facing criticism for declining product competitiveness, Apple has had to resort to price reductions to maintain sales, but industry insiders believe that given Apple's scale, this strategy can only go so far.
As for the analysis pointing out Apple's lag behind domestic brands due to the lack of AI features, there are actually more factors at play. Issues like unresolved signal problems, call recording, dual app usage, etc., if addressed or if Apple listened more to user feedback, could negate the need for price cuts.
Moreover, last year's release of the iPhone 15 series didn't offer significant upgrades compared to previous versions. Performance and power efficiency of models like the A17 Pro fell short of expectations, and features like periscope zoom, already common in Android flagships, were missing.
In comparison to the technological innovations in imaging, high-power fast charging, AI, communication, folding screens, and operating systems by competitors in the Android camp, Apple's upgrades in its smartphone products seem too "conservative." Its lack of innovation and sincerity leaves consumers without the urge to upgrade, hence the biting comment from netizens: "If you don't buy, I won't buy; Apple, you could reduce the price by another seven or eight hundred and I still wouldn't buy."
Additionally, according to the latest reports, Apple is planning to launch new iPad Pro and iPad Air models "around the end of March or early April." It's understood that the new iPad Pro series will feature the M3 chip and switch to OLED displays, with options available in 11-inch and 12.9-inch sizes, and no major design changes expected. The new iPad Air, apart from the 10.9-inch version, will also introduce a 12.9-inch variant.
The 10.9-inch version will still use an LCD panel, while the 12.9-inch version will adopt a full-screen "Oxide panel" with fingerprint unlock, and adjustments to the rear camera module. The processor is expected to be the M2, with upgrades to WiFi 6E and Bluetooth 5.3, along with a USB-C interface and a starting memory configuration of 8GB.
At that time, Apple is expected to release the iPadOS 17.4 update for the iPad series, along with new Smart Keyboards and Apple Pencils tailored for the respective iPads. The product lineup may also potentially be unveiled through a press release format.
