No surprise, the iPhone 12 series will meet us in two or three months. Different from the era of jobs, todays new iPhones have almost no privacy to speak of. All kinds of information is always picked up before they are released. Recently, it has been reported that the iPhone 12 series will not come with headphones and chargers. Many netizens have expressed that they are difficult to understand, and even ridicule that they simply dont take the packing box next time.
Indeed, whether it is a mobile phone or other electronic products, the charger must be the most basic accessories, and it is beyond reproach to buy a standard charger for mobile phones. Now Apple has made such a decision, it is really incomprehensible.
Sacrifices that have to be made for low prices
Now, apple wants to continue to copy the success of the previous generation on the iPhone 12. The key is to maintain a relatively stable price, but various information indicates that this generation of iPhone is not cheap. In particular, the iPhone 12 has a new industrial design, coupled with the impact of rising costs of 5g, screen and other important components. If the cost is not strictly controlled, then the price of the iPhone 12 will return to the embarrassing situation that the price is too expensive and the sales volume is declining. This is what Apple does not want to see. So in order to keep the iPhone 12 series relatively cheap, Apple has to start with accessories.
In fact, consumers should understand the fact that when we pay for things, there is hardly any so-called bonus. Take mobile phones as an example. You think chargers, earphones, and even shells are given away. In fact, manufacturers have already included them in the price. There is even considerable profit margin here. On the iPhone 11 pro, earpods headset + usb-c data cable + 18W adapter, if the price is based on Apples official website, the total cost is 223 + 145 + 243 = 611 yuan. With only the data cable, there is room for price adjustment of nearly 500 yuan. The price gap of 500 yuan is not small in mobile phone products. If Apple can actually make the iPhone 12 series cheaper by eliminating the standard charger and headset, it may get more positive market feedback.
Five blessings and one security cant make a lot of money
In addition to maintaining a stable price, Apples other motivation for canceling chargers and headphones is to make more money.
At the same time that iPhone 7 canceled the earphone hole, Apple launched airpods. In a few years, airpods have become one of Apples best-selling products. In 2018, the sales volume of airpods exceeded 35 million, and the profit generated even exceeded 10 billion yuan. In the same year, Xiaomi groups profit was only 8.5 billion yuan. Note that this refers to profit rather than sales volume. Now, if the earpods headset is removed from the iPhone 12 series, it will indirectly stimulate the sales of airpods, and Apple will also make more money. It should be noted that in Apples revenue system, the revenue of wearable devices has become higher and higher.
In terms of chargers, the ancestral five blessings and one safety 5W charger has been criticized by users and can no longer meet the current demand for fast charging. If you want to get a fast charging experience, the current official 18W charger costs 243 yuan. After canceling the attached charger, naturally, it is to let users buy a more profitable fast charging charger. It is said that there is a new 20W charger in production, which will be shipped in large quantities in the third quarter. At the same time, the existing 5W and 18W chargers will be discontinued by the end of 2020. The time is just such a coincidence. At that time, the new 20W charger will become an accessory like airpods. If you want to charge fast, you have to pay extra.
Obviously, Apple will not only reduce the price to expand sales, but also indirectly drive the sales of airpods and new chargers. To know that accessories have a considerable profit margin, we have to say that cook really makes money.
Not necessarily a bad thing for consumers
The iPhone 12 series is the most changing generation of products since 2017. It has a new industrial design, supports 5g network, is equipped with OLED screen, and may have high refresh rate support. In contrast, canceling the standard headset and the five Fu Yi an charger is not much. Users have enough power to change their phones. As for the small regret that there is no charger or headset, some people will make up for it. Of course, the third-party accessory manufacturers are the most active.
Behind the iPhone, there is a huge accessory industry chain. Even the mobile phone case on the stall must have the iPhone version. And chargers and earphones, there are many good and cheap choices. 18W fast charging chargers can be sold for more than 200 yuan on Apples official website, but they may only cost less than 100 yuan in accessories manufacturers, even with better quality. And apple doesnt have to worry about business being robbed. Dont forget that it can make money through MFI certification. Under this system, the better third-party accessories are sold, Apple will make money The more licensing fees.
Therefore, in my opinion, it is not a bad thing to reduce the price while canceling the standard charger. Consumers can also buy cheaper and more affordable third-party accessories in the market to supplement the fast charging experience. Therefore, the price reduction is much more realistic than the ancestral slow charging head of five blessings and one safety. From a macro point of view, cancelling the standard charger can really contribute to environmental protection. Many years ago, Lei Jun published a similar view on his micro blog, saying that in order to protect the environment, he considered canceling the charger on Millet products, but it was not settled later. Now this matter may only be promoted by apple.
Android manufacturers should not follow blindly
Apple dare to cancel chargers and headphones because it has the confidence to change user habits, but Android manufacturers will probably not rush to follow up. On the one hand, compared with the iPhone, Android phones have a small profit margin, and there will be no significant price reduction space for canceling the charging head. On the other hand, the iPhones fast charging protocol has high universality and low cost, and there are also large third-party accessory manufacturers to lay the groundwork. However, almost all Android phones have their own fast charging protocols, and few accessory manufacturers are willing to adapt to so many complicated protocols Yes.
Back to the theme, canceling chargers and headphones, it can be said that apple is really not kind. As a consumer, I also hope to buy the standard iPhone 12 with fast charging head. However, apple is a successful enterprise, and it is natural to make more money. Especially in the field of consumer electronics, it is not a healthy phenomenon to blindly compete for prices. Only when the profits are high can they invest in R & D To make something different.
How to balance the benefits of users and making more money is something Apple needs to seriously consider.
Source: geek Park editor in charge: Xue Jingyu_ NBJS10393