How long can you walk in post-jobs times

How long can the post-jobs era go? Did Tim Cook, Apple's boss, who began to value the Chinese market, really know China?

7 hours after the end of the Apple conference in San Francisco, the same announcement was repeated at the Beijing International trade Three office in Apple Beijing.

It is the first time Apple has held a new launch in China, which is thought to be the "golden master" of the Chinese market, and the process is split. Because the opening demand for the conference has not been met. For example, many media reporters are blocked outside the door, it is sad or has long been "spoilers" Apple new iphone 5 C and the iphone 5S, the former is Apple's first launch of parity iphone,4480 yuan pricing is not considered "civilian".

Is this what the fruit flour wants for a year? In the year, Samsung, Apple's strongest competitor, has released more than 20 different sizes of mobile devices.

Even the iphone did not show the original market expectations. Apple's shares began to dive after yesterday's launch, down 2.28% per cent. The market asks: how long can apple walk without surprises?

Press conference "Siege"

Yesterday, an unnamed mainland financial media reporter said that when he explained his media's strong desire to cover Apple's launch, Apple only said: "I am sorry, our media quota is limited, but the media to participate in this report is inconvenient to disclose." ”

But a journalist who entered the field did not show any excitement. It is revealed that the site is very simple layout, more than 70 seats, central projection area, as well as a small number of desserts.

"Cook did not come, even without the head of any Apple business unit, without expecting a similar announcement with the mobile cooperation. The reporter said that, in addition to sporadic staff, as well as a number of new Apple models, left the projection area repeat 7 hours before the show.

This is like a "siege", outside the people want to come in, but the inside of the people feel boring-a person in the hall in micro-letter spit. At the same time, the three-storey international trade Hall has gathered more than 30 domestic and foreign media, a waiting reporter said: "We are ready, but obviously Cook is not ready in China." ”

In the post-jobs era, the influence of Apple brands in China is shrinking. There are some signs on the data. Apple's earnings report showed net sales in China, including Hong Kong and Taiwan, fell 13.9% in the two quarter, the biggest drop in the world's major markets, the US market up 12.5% and Japan's 26.6%.

One interesting thing is that with Steve Jobs ' Apple show, you can always see the big-game bloggers talking about the good things about Apple, but after Cook's apple, the big ones are racing to pick out all the Apple's problems.

At Apple's press conference yesterday, there was no news of ITV, iwatch, or even ipad-related information from the industry's expected innovative products.

Some industry analysts, Apple is falling into the weakness of innovation. The iphone 5C, released yesterday, is not much different from the iphone 5 in terms of hardware performance, A6 dual-core processors, 4-inch 1136x640-pixel IPs screens, and replaced by 5 different colored plastic shells from the original black-and-white metal shells.

Flying Elephant Net founder Xiang to "first financial daily" reporter said, no one will update a mobile phone for several colors. In terms of product features, he argues, the iphone 5C should be strategically positioned to grab a share from rivals such as Samsung, but the company's strategic positioning of the iphone 5C is more hesitant than market-expected pricing, on the one hand, Apple fears that too low prices will sacrifice its own profits and brands; Also hope that through an improved product to gain share from competitors.

International Data Company (IDC) according to the first half of this year's smartphone shipments statistics, the main mobile phone operating system market share, Samsung and other mobile phone main Android Market share ahead, in the United States and China respectively reached 52.9% and 88.4%, Apple's iOS 42.6% and 8% respectively.

It is noteworthy that Apple, after releasing the iphone 5C, also announced that it would stop the production and sale of the iphone 5. Sun Yongjie, a communications industry observer, said the iphone 5C was less material than the iphone 5, a shrinking version of iphone 5 with a colorful shell, and a higher manufacturing cost for the iphone 5, which affected Apple's profit margins and stopped iphone 5 sales, except for the factor There are also considerations of profitability.

Apple's hesitation and entanglements have paid off in the capital markets. From yesterday's stock price trend, Apple shares in the announcement at the end of the release of new prices after a dive. Apple's share price rose to its highest point, at $705.07 a share, in September last year, when the iphone 5 was released. Since then, the US standard and Poor's 500 stock price index has risen by about 14%, while Apple's shares have fallen nearly 30% per cent.

Forbes columnist Eric Jackson, founder of the think-tank, said Wall Street did not want to see Apple's profit margins fall, but they did not like the high price of Apple (IPhone 5C) products at the conference.

And in order to attract users, Apple in the application of a number of incentives to take the iwork package free of charge, this reduction of application revenue, hardware high price of the "anti-Amazon" model of the search for mobile Internet development under the change, can achieve success?

In addition to the iphone 5C, yesterday Apple released another product of the iphone 5S also did not meet the user's expectations. Industry insiders point out that the IPhone 5S's biggest bright spot is the world's first 64-bit A7 processor mobile phone, the processor performance compared to twice times before, in addition to the home key support fingerprint identification. But it is disappointing that today's Apple has only been able to make a continuous improvement in hardware performance compared to the high-span innovations of the iphone 4 and the iphone 3GS in jobs.

The future of Apple's China market

It is pointed out that Apple's previous successful model is to constantly make disruptive innovations in products and interactions so as to lead the market and then launch new subversive products after the market follows. This is the secret of Apple's huge profits.

But the continuous improvement in hardware performance does not have a high competition threshold, nor is Apple's core value. Apple's core value was Steve Jobs ' idea, but Apple's dominance was lost in the post-jobs era. And when Apple's past model is unsustainable, Apple can only look for new models to sustain its performance.

How to find a new pattern? This should be the apple proposition of Cook.

On the one hand, Mr Cook is battling the challenges of Samsung through a global supply chain that surrounds the supply chain with supply chains. As you can see, Apple has been adjusting to the supply chain since he was promoted to Apple, for example by investing in an industry chain that has a competitive relationship with Samsung. China is an indispensable factor in the adjustment of the global industrial chain.

Second, Mr Cook is also trying to open up new markets, through a combination of products, a temptation to Apple's prices, and more attention to emerging markets such as China.

At present, China is Apple's second largest market after the United States. In addition, China's mobile intelligent terminal growth rate faster, annual shipments increased by as much as 84%. According to Canalys, a market-research agency, the iphone's seventh-place smartphone shipments in mainland China have made Mr Cook see Apple's growth in the Chinese market.

In recent years, Mr. Cook has visited China many times, and has been actively engaged in communication and cooperation with Chinese telecom operators, changing Apple's past style. At present, China Unicom and the Chinese telecom have launched the iphone contract machine, and China Mobile has also maintained with the apple "tight ambiguous."

Although the Beijing press conference did not mention Apple and Mobile information, but this reporter from the Ministry of Information access to the network, A1518, A1529, A1530, A1516 Four models, has supported the mobile TD-SCDMA (3G) and LTE (4G), This is the iphone model. And Hong Kong's Apple website has shown A1530 support for LTE and Fdd-lte.

This means that once the domestic 4G licences are issued, the cooperation between China's largest telecom operators and Apple will soon be announced.

But Cook and Apple still have to pay attention to the competitive ecology of smartphones in mainland China. An industry personage told this reporter, from the iphone 5C in mainland China's pricing, apparently Cook has not been ready to seize the Chinese market, the current domestic smart machine competition in the 2000-yuan range, and similar configuration of the iphone 5C is still more than 4000 yuan, This makes Apple fans worried about Cook.