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Success and end of iPhone x R

via:雷锋网     time:2019/12/26 11:32:37     readed:107

On December 24, counter point released a report, announcing the world's top 10 best-selling smart phones in Q3 in 2019; among them, iPhone XRS ranked first, accounting for 3% of the market share. This means that since Q4 2018 (launched in Q3 2018), iPhone XR has been the most popular model in the world.

Apple online store (China)

  • As shown in the figure, in addition to the iPhone XR, the iPhone 11 also made the list of the ten most popular smart phones in the world in Q3 in 2019, with a market share of 1.6%. However, since the mobile phone was launched in mid September, it ranked fifth in terms of sales volume.

  • Oppo's achievements are also very impressive this time. The three mobile phone models on the list are oppo A9, a5s and A5, ranking fourth, sixth and eighth.

Interestingly, among the above 10 mobile phones, except for the iPhone XR and oppo A5, which are "old models" launched by Q3 in 2018, the rest are new ones released in 2019. That is to say, even if the iPhone xrwas launched last year, its competitiveness has not been affected by this factor.

Both hard and soft power

Shortly after the launch of the iPhone, its strong sales growth has begun to show. November 2018,AppleGreg joswiak, vice president of product marketing, said in an interview with Reuters that the iPhone XR was the most popular iPhone at that time. Fortune even called the iPhone XRS "the most worthwhile Apple phone in history.".

In fact, it's not unreasonable for iPhone XRS to get such a high rating - whether it's hard power or soft power, iPhone XRS are "online.". (see previous reports of Lei Feng)

Let's start with the hardware. Like the iPhone XS series released at the same time, the iPhone XRS is equipped with A12 bionic chip, which is the first 7Nm chip applied to smart phones. Even today, which has been launched for more than a year, A12 chip is still very "capable".

According to Apple's presentation at the fall new product launch in September 2019 (above), in terms of processors, the iPhone XR (A12 bionic) released in 2018 is still better than Samsung's Galaxy S10 with snapdragon 855 launched in February 2019 and Huawei's P30 with Kirin 980 launched in April 2019. To some extent, this shows the strength of A12 bionic.

In terms of functions, the features of faceid, animoji, Bluetooth 5.0, NFC, depth of field control of rear camera and anti shake of front camera supported by the high-end iPhone XS series are not absent from the iPhone XR. Moreover, the iPhone x R is the first apple mobile phone that supports dual sim card and dual standby. Only Chinese users can enjoy dual sim card treatment.

In addition, the endurance of iPhone XRS is also greatly improved compared with previous generation products. When using wireless peripherals, the talk time can be up to 25 hours, the Internet time can be up to 15 hours, and the video can be played wirelessly for 16 hours.

Good price reduction strategy

What's more, the starting price of the iPhone xris 6499 yuan. Compared with the high-end models with tens of thousands of mobile phones, the price of this phone is really close to the people. Just like the meaning of its name, "R" stands for the abbreviation of "reach". Apple hopes that this phone can reach consumers faster. Moreover, iPhone XR has been cutting prices since its sale. Lei Feng network (public number: Lei Feng net) has registered Apple's official website and found that the starting price of iPhone XR is now 599 dollars (about 4300 yuan).

On the other hand, in the whole smart phone market environment, more and more mobile phone manufacturers begin to charge to the high-end segment market. This phenomenon has been reflected in 2018.

According to the 2018 Q2 high-end smartphone market report released by counterpoint (according to Lei Feng, the high-end smartphone is defined by counterpoint as a mobile phone with a value of 400 US dollars / 2800 yuan or more), in Q2, 2018, the global high-end smartphone market grew by 7%, and the market has occupied one fifth of the global smartphone market share. These growth is mainly due to the excellent performance of Chinese smartphone manufacturers in terms of high-end product shipments.

And Apple seems to realize that. It launched the high cost-effective iPhone XR in Q3 in 2018, which may be a positive response to this phenomenon. Of course, Apple's change in price strategy does bring it a sweet spot.

In addition, according to the 2019 Q1 global high-end smartphone market report released by counterpoint (figure above), Samsung occupied a quarter of the global high-end smartphone market in this quarter with three Galaxy S series phones launched in Q1 2019; Huawei's P-Series phones also helped it gain a 16% share in the global high-end smartphone market, and For the first time, Apple's dominance has been overturned in the Chinese market.

In any way, the competition in the high-end smartphone market is intensifying. Compared with other mobile phones, the iPhone is a bit of "luxury in the machine", but the price of the iPhone XRS has been close to some Android models after continuous price reduction, which greatly shortens the distance between consumers and the iPhone.

The relay of iPhone x R

On September 11, 2019, Apple released three mobile phones at its autumn new product launch, including iPhone 11, a new phone with similar positioning to the iPhone's XR; however, it has optimized and upgraded its processor, camera, and endurance.

What's more, it starts at $699 (about $4900), which is $50 (about $350) lower than the previously famous price / performance iPhone, the XRS. This means that Apple continues to adopt the price reduction strategy of "the enemy advances and I retreat" while Android is advancing towards the high-end segment.

Affected by the "impact" of the new iPhone 11, the sales volume of iPhone XR in Q3 in 2019 fell. According to the data of CIRP, a market research institution:

  • In Q2 2019, the iPhone XR accounted for 48% of the total iPhone sales in the quarter; this is the single model with the highest quarterly sales proportion since the release of iPhone 6 in 2015.

  • In Q3 2019, the share of iPhone XR in total iPhone sales fell to 36% in the quarter; among the three newly launched phones, the share of iPhone 11 sales was 9%, and the share of iPhone 11 pro and iPhone 11 Pro Max sales was 6% and 4%, respectively.

Wu Yiwen, a senior analyst at strategy analytics, said that the iPhone 11 gave up the suffix (R) that consumers thought was a "cheap" mobile phone, which to some extent stimulated their enthusiasm for buying. Moreover, the price of the iPhone XR is now close to the bottom (about RMB 4300). By contrast, consumers may be more willing to buy the iPhone 11, which has a lot of major upgrades at a similar price.

The iPhone 11 ranked first in JD's mobile phone sales in September with about 383000 units, twice the number of the second iPhone XRS

Moreover, around October 1, 2019, it was reported that Apple increased the order quantity of iPhone 11; among them, the foreign media Nikkei Asia review reported that Apple asked suppliers to increase the production of iPhone 11 by about 10%, which means that the production of iPhone 11 will increase by 8 million. Cowen, a financial services company, also expects Q4 iPhone 11 shipments to be higher than expected in 2019. (see previous reports of Lei Feng)

Summary of Lei Feng

All in all, the strong performance of iPhone x r once set a new record. Its birth also means that Apple began to have a new thinking about the rising iPhone price every year, breaking Apple's "noble" posture as always.

However, there will be a long way to go in the highlight of everything. At present, the iPhone XR has completed its mission, and its relay, iPhone 11, will continue to forge ahead in the increasingly competitive high-end mobile phone market.

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