Pushing 4-inch saves European and American markets does not mean that IPhone6 plus fails

A few days ago, based on Apple or iphone6s and Iphone7 to launch 4-inch small screen mobile phone, causing concern in the industry. Some people in the industry pointed out that this is the Apple crisis before the quiet transformation of change, but I think, behind this, but also related to Apple big screen phone does not match the European and American users and the direction of future strategic layout directions, and even have a question to consider, the IPhone 6 Plus is not a successful product?

IPhone6 Plus in the west the minority has not hit the European and American users of the pain point

Not long ago, media data showed that in the United States, the IPhone 6 sales are about three times times the number plus. This data is very different from the domestic iPhone6 plus selling far more than expected or even widely favored by fruit powder, especially domestic users. Of course, the industry generally believe that iPhone6 plus capacity problems, supply shortage. But I think that supply is not the only factor. Because for a loyal user of Apple's big screen phone, there is no compromise to buy a small screen because of a momentary supply problem.

You know, IPhone6 Plus is favored by Asian users, but not in Europe and America. Data show that in Europe and the United States, 5.5-inch IPhone6 plus sales are not even as iphone5c. We know that on October 13 this year, the IPhone kv plus China's total bookings are over 20 million, with various data showing plus being favored by Asian users. However, according to the Tencent Technology report data show: "The iphone kv plus after the official listing in North America, the network flow statistics company Chitika on the two mobile phone traffic ratio of the tracking, from the sale to the end of the 55th hour, the iphone 6 of the traffic accounted for 7.5 times times the iphone 6 Plus. "So in Europe and America, the IPhone 6 Plus is always a" niche ". So if all this boils down to plus capacity is clearly not a convincing enough argument.

The author in the previous article "IPhone6 sales far more than plus, why?" The article pointed out: "European and American users of the intelligent machine grip sense, one-hand operation, beauty, convenience more attention, in addition to the European and American users of the city, traffic environment and cultural factors have a certain impact, such as European and American users generally drive to work, in the debris time mobile phone use of the scene more inclined to small screen mobile phones. Therefore iPhone6 relative to IPhone6 Plus is more suitable for users in Europe and the United States operating habits. In addition, it is in the Enterprise User group, the enterprise user prefers iPhone6. According to a survey of more than 6,000 business users around the world, Marvell, a 85% of users are looking to buy 4.7-inch iphone 6, while only 15% of corporate users will use the 5.5-inch-screen iphone 6 Plus. The reason is that corporate users are unwilling to develop too many iOS apps that apply to big-screen smartphones, and iPhone6 is more cost-effective than plus. All this shows that IPhone6 plus does not hit the pain points of users in Europe and America.

Pushing 4-inch saves European and American markets does not mean that IPhone6 plus fails

You know, in July 2010, Jobs had pointed out in the iPhone4 "Antenna gate" that 3.5 inches was the most suitable screen for humans, and there was no market for more than 3.5 inches. At present, many people cite Mr Jobs's remark to point out that Apple's compromise to the big screen is an indication of the weakness of innovation to market compromise, and the industry is considered to be the face of the founder of jobs. But in fact, from Europe and the United States IPhone6 sales are plus sales 3 times times, network traffic iPhone6 is plus 7.5 times times can be seen, Chobsky to the European and American market user habits of understanding to say this view is not completely wrong. At present, Europe and the United States market two mobile phone sales differences at least to some extent, iPhone6 plus in Europe and the United States, not a successful iphone product.

Regardless of how Apple's iphone layout strategy is advancing in the global marketplace, the layout of customers based in Europe and America has always been Apple's flagship market. We see that the supply chain management of the cook, based on the IPhone6 sales and operation strategy has been different, under Cook's apple, more attention to the refinement of supply chain management and the iphone in all regions of the world's sales growth and the capital market for Apple's profitability recognition, Instead of being drilled into an innovation cul-de-sac. Apple must have a gesture to assert that, although IPhone6 Plus has achieved great success in the Asian market, it also needs to curry favor with Europe and the United States, the introduction of the 4-inch screen, but also reflects Apple's understanding of Western mainstream Europe and the United States market bias to its own pressure, The return of 4 inches is more beneficial to Apple in the European and American markets in a time window to save more mainstream users.

In fact, Apple's big-screen handsets are designed to be in the high-end market with the advantage of Samsung, while eroding the Android Market's share of the high-end big-screen smartphone market. From the Asian market, IPhone6 Plus has completed its historic mission.

Rim user Apple's future core competencies shift to software-level strategic layout needs

Apple's future core competencies will shift to software and user levels. You know, some time ago, rumors of a partnership between Apple and UnionPay to boost NFC payments have sparked speculation in the industry, but Apple Pay has a lot of difficulties landing in China, and if the company is going to pay for it on a large scale across countries and regions, Apple has to have local operators and UnionPay and tied card merchants have great market discourse in the negotiations, and the basis of this right is that Apple has a huge user. Although Apple has a huge global market, it is subdivided into national markets, and the iphone remains the high-end handset market in most countries around the world. In China, though, Apple's iphone6/plus, compared to the entire domestic smartphone market, is only a tiny fraction of the size. If Apple in a single market does not form a huge amount of user-scale effect, will inevitably affect the entire software industry chain layout effectiveness.

To know that Apple's pay is designed to boost Apple's user stickiness, but the goal is to control the industrial chain of discourse, Apple wants to use NFC payments, integration of banks, businesses, operators, mobile phone companies to join their NFC camp, but the right behind this discourse is the need to have a huge number of users support. We also know that, based on the needs of the software layout, Apple's imessage connect people, Apple's HomeKit hope to "connect the family", HealthKit corresponds to "Connect Health", CarPlay connect the car, in the Apple software layout connecting everything behind, Corresponding to Google's application scenarios, and the foundation of the scene is still the user.

Therefore, the strategy of millet is in the low-end market to circle a wide range of users to achieve its soft and hard integration of the layout, but Apple to achieve the software layout of all the layout of the basic conditions is also a large amount of users, which makes Apple began to consider eating away from the midrange market users to achieve their own connection

Therefore, Apple launched the 4-inch screen, the iphone has basically occupied small, medium and large screen market, the current industry has the idea is that the Apple 4 inch screen is to fill iphone5c vacancy, 4-inch screen pricing although it is difficult to say, but the price can not be higher than 4.7 inches and 5.5 inches. Therefore, the 4-inch screen iphone is most likely to hit the middle and high-end market. So we see that Apple's brand-name as a luxury for mobile phones, while keeping Apple at the end of the industry chain in the high-end narrow market, is hard to eat in the low-end market because the Low-cost iphone is bound to hurt Apple's high-end brands.

But the premium-priced Apple handsets, which are roughly configured and brand-sensitive (only in screen size), do not hurt their brand premiums. And the 4-inch screen phone for Apple's significance is that, through a clever way to adjust the size of the screen, Apple began to pull down the front, will gradually erode the middle-end mobile phone market, and small-screen mobile phones can access more users in Europe and the United States, so that Apple based on national conditions and Size screen mobile phone's omni-directional distribution can maximize the eating of Asian and European and American users and gradually erode the high-end Android users, for the next step in the mass user based on the software layout to connect all lay the foundation.

So, I think, back to 4 inches, does not mean that the failure of IPhone6 Plus is not a crisis of transformation, but Apple's strategic layout needs, a 4-inch push, from the promotion of Apple sales and revenue capabilities from the point of view, from the previous analysis, from the European and American users of the habitual preference for one-handed control, The iphone's success in the next 4-inch screen is almost without suspense. In addition, the small screen mobile phone is also suitable for Apple's parents in Europe and the United States, after 00 and other users based on the iphone control experience of the habit of cultivation. In addition, from the perspective of the capital market, back to 4 inches, opened the new accessories market and the corresponding software application layout, means that Apple has opened up new business growth point or revenue points to meet the appetite and expectations of the capital market, this maintenance innovation also slowed the user to Apple's aesthetic fatigue. But with Apple's launch of any iphone, users will have a certain psychological expectation of the product innovation, if only based on screen size changes, although this may be a second boost to Apple sales, but can not help Apple regain the image of innovation leader.