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Pre-order for the first launch of the iPhone 11 series exceeded expectations

via:威锋网     time:2019/9/16 11:30:33     readed:158

At 8 p.m. on September 13, Apple officially opened the pre-order channel for the iPhone 11 series. Consumers can buy three models of the iPhone 11, the iPhone 11 Pro and the iPhone 11 Pro Max in advance. Among them, the starting price of the iPhone 11 is 5499 yuan, the starting price of the iPhone 11 Pro and the starting price of the iPhone 11 Pro Max are 8699 yuan and 9599 yuan, respectively. Yuan.

Apple will typically schedule shipments based on the time of the order's payment, and this year the first of the iPhone 11 series will be on September 20 (this Friday), and we can deduce the pre-purchase of the new iPhone this year based on the time of delivery.

According to Apple's official website, some of the popular color matching models in the iPhone 11 series have been scheduled to ship for two or three weeks, that is, after the National Day holiday, such as the dark green version of the iPhone 11 Pro, the iPhone 11 Pro Max, and the green/purple version of the iPhone 11. The white/gold version of the iPhone 11 Pro and the iPhone 11 Pro Max, and the red/black version of the iPhone 11 are somewhat "cold". The current expected delivery date is 5-7 working days, and now the order rate will probably be able to grab the first place.

In terms of e-commerce distribution channels, according to the pre-sale data of the 11-series of the iPhone released by Jingdong a few days ago, more than 16 million people have paid attention to the 11-series of the iPhone this year. The pre-sale volume of the whole series has increased by 480% compared with last year. The most popular colors are the dark green version of the 11-Pro and the black/purple version of the 11-series of the iPhone, among which the most popular ones are the black/purple version. The iPhone 11 Pro series sold out in five minutes.

At present, some of the 11-series models of Apple's Jingdong self-owned stores are out of stock, such as 256GB/512GB dark green version of the 11-Pro, 256GB golden version of the 11-Pro, 64GB/256GB silver version of the 11-Pro, 256GB/512GB dark green version of the 11-Pro Max, green/purple/yellow version of the 11-Pro, and yellow version of the 11-Pro. 64GB white version of the iPhone 11, etc.

Guo Mingyi, a well-known industry analystExpressThe initial pre-purchase performance of the iPhone 11 series was better than expected:

1. The demand for new colors is obviously strong. The dark night green of iPhone 11 Pro, the green and purple of iPhone 11, the shipping date is about 2, 3 weeks or more, and the average shipping time of other colors is less than 10 days. It should be noted that the current dark green glass back cover has production problems, so this will also allow longer delivery time.

2. Compared with the iPhone 11 Pro, the market demand for the iPhone 11 in the United States is poor. Most of the iPhone 11 Pro models are shipped in 2-3 weeks. Due to the following three reasons, the demand for the high unit price iPhone 11 Pro in the United States is strong: (1) American consumers have the highest loyalty to the iPhone, (2) the promotion of the replacement program, (3) 24-month interest-free installment to reduce procurement barriers.

3. The demand for the iPhone 11 in China is stronger than that in the United States. We think there are three reasons: (1) For the users of 6/6s/7, the iPhone 11 is a good choice for upgrading and (2) the price of the iPhone 11 has been reduced. The price of the iPhone 11 is about 1-1.3 months'average salary in China, which is close to the price sweet spot (vs. iPhone XR is about 1.5-1.7 months' average salary), (3) 24 months interest-free installment reduces procurement barriers.

4. The first weekend advance purchase of iPhone 11 is better than we expected. Demand for high-end iPhones remains strong in the United States, and the iPhone market share in China is expected to improve even in the face of strong competition from Huawei. We up-shipped the iPhone 11 Series to 7000x 7500m (vs.) in 2019 The previous estimate of 65 million units and the iPhone industry chain is expected to grow steadily in the fourth quarter of this year.

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