According to media reports, the iPhone 12, which has been popular among consumers recently, has fallen below the listing price. The reason is that subsidies provided by Chinese e-commerce companies and the efforts of scalpers have led to the failure of Apple CEO Cook's desire to use the iPhone 12 to make huge profits.
Apple’s current CEO, Cook, attaches great importance to profit. This has been proved by his practice since he took over as CEO. Since he took office, iPhone pricing has been rising. As iPhone pricing continues to rise, Apple’s net profit has increased rapidly.
However, iPhone shipments continued to decline in the first three quarters of 2019. The previous iPhone shipments in 2017 and 2018 were lower than the peak in 2015. Apple finally realized that the iPhone’s price was too high, and it continued to increase the price of the iPhone. The practice is no longer sustainable, so in 2019, Apple released the iPhone11 pricing to reduce by 1,000 yuan, and the iPhone11 pricing was lowered and finally ushered in a rebound in sales. Q4 shipments in 2019 increased by 9% year-on-year, but the annual shipments were still It fell through 200 million.
The continued hot sales of iPhone 11 makes Apple believe that consumers can accept the price of 5499 yuan set by iPhone 11, so this year’s iPhone 12 pricing will no longer drop, and the first batch of iPhone 12 sold out in just a few minutes is what makes Apple believe that it can rely on iPhone 12 this year. Hot sellers once again earn huge profits from this product.
In order to ensure the price stability of the iPhone 12, Apple even strongly requires offline channel dealers to sign a letter of commitment not to resell iPhone 12 to e-commerce, while restricting channel dealers to resell iPhone 12 to small retailers to avoid bargaining competition.
Under the strong pressure of Apple, an e-commerce company still provided consumers with 300 yuan of 100,000 subsidized coupons, emphasizing that these coupons are valid for one year, and it is working hard to provide consumers with these 100,000 iPhone 12s. Complete the promise to consumers.
The subsequent development of the market was obviously beyond Apple’s expectations. After Apple’s first distribution to distributors, the purchase price of iPhone 12 by scalpers has fallen below its listing price, and some scalpers sell iPhone 12 at a lower price than Apple’s. The pricing shows that Apple’s plan to insure the price of the iPhone 12 has failed. As the scalpers sell the iPhone 12, it is no longer a problem for an e-commerce company to raise the iPhone 12. Perhaps the price of the iPhone 12 will fall further in the future.
In the past few years, due to the strong influence of the iPhone on the smartphone market, domestic e-commerce companies have repeatedly subsidized the iPhone, and the subsidized price is significantly lower than Apple's official pricing, which has affected Apple's profits. This year’s iPhone 12 is inevitable. Apple originally didn’t want the disruption of e-commerce and scalpers to reduce iPhone profits. However, the current situation shows that its wish has been emptied.
For Chinese consumers, the efforts of e-commerce and scalpers are certainly worthy of surprise. After all, the price of iPhone is still too high for the income of Chinese consumers, but Chinese consumers are so enthusiastic about iPhone. This year's iPhone 12 has fallen below the listing price in less than a month after being listed on the e-commerce and scalpers' efforts, which undoubtedly gave domestic consumers a big surprise.
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