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    歡迎光臨本站?新萬博體育|皇家馬德里贊助商|官網

    寫真機

    新萬博體育英國衛報:為討好中國 蘋果手機必

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      ]當競爭對手發布質量類似、價格卻低得多的手機時,蘋果卻對其頂級產品的要價高達1000美元或更高,這在西方已經很難接受,更不用說在中國了。

      蘋果首席執行官蒂姆庫克(Tim Cook)談到Apple Pay。但在中國,手機支付并非只針對特定設備

      騰訊科技訊 1月9日消息,據英國《衛報》網站報道,經過多年的繁榮,蘋果看起來將在2019年走上一條更崎嶇的道路:這部分原因是由于其自身存在的缺陷,部分則是由于影響所有大型智能手機制造商的社會和經濟因素。

      蘋果首席執行官蒂姆庫克(Tim Cook)將該公司銷售預期大幅下調歸咎于中國需求疲軟,這可能是個方便的借口,但遠非事情的全貌。

      蘋果問題的根源在于,其關鍵的發達市場(包括美國、歐盟和韓國)都已處于智能手機飽和水平。由于首次購買蘋果產品的人變得寥寥無幾,銷售只能依賴于說服那些擁有完美可用手機的人進行升級,這是一項更為艱巨的任務。

      現在,用戶持有手機的時間長達三、四年之久,這意味著某些東西必須有所改變。在保持競爭產品以遏制競爭對手的同時,你要么推出些完全不同的產品(這是一項極其艱巨的任務),推高手機價格,尋找仍在增長的市場,要么轉向基于服務的收入流,從現有用戶(想想App Store、Apple Pay、iCloud、Apple Music等)身上榨取更多資金。

      蘋果正在做上述所有的事情。問題是,這兩種策略是相互沖突的。通過將最好的手機價格提高到1000美元或更高,該公司實際上已將自己排除在了印度的大眾市場之外,使中國成為其銷量和用戶大幅增長的唯一希望。但中國畢竟不同于蘋果久經考驗的市場。

      當你的生活在一個與設備和平臺無關的應用程序中時,那么手機的品牌和操作系統就變得不再重要。競爭環境是公平的,而iMessage或ApplePay等獨家服務并不提供客戶鎖定服務。這就是蘋果在中國的問題。在中國,微信不僅是聊天應用程序,也是瀏覽新聞、開展業務、租用出租車和購買商品的應用。

      當競爭對手發布質量類似、價格卻低得多的手機時,蘋果卻對其頂級產品的要價高達1000美元或更高,這在西方已經很難接受,更不用說在中國了。

      此外,蘋果正在為其客戶做正確的事情,比如提供高成本效益的電池更換服務和長達五年的軟件支持服務。這樣一來,再加上高昂的價格,就有可能鼓勵買家更長時間地保留他們的舊款手機。

      但這并不是說蘋果的處境不好。該公司的服務業務帶來了可觀的收入,幾乎與2018年Mac臺式機和iPad的銷售收入之和相當。然而,服務收入確實需要比該公司預期更快的速度成為優先事項:它面臨著來自谷歌、Spotify和其他公司的激烈競爭,甚至在它自己的手機上也是如此。銷售蘋果智能手表Apple Watch、Beats耳機和Airpods等配件,這意味著它可以在iPhone升級周期之外賺錢,這是個相當明智的舉措。

      問題在于,蘋果59%的收入是由iPhone銷售直接驅動的,這掩蓋了一個事實,即蘋果的服務收入也主要依賴iPhone作為渠道。因此,盡管蘋果必須尋求盡可能地擴大銷售,但如果服務要成為收入的主要驅動因素,保持現有13億以上的用戶基礎至關重要。

      未來幾年,新萬博體育。蘋果的發展道路肯定是崎嶇的,在發展中市場的戰略和定價方面將做出選擇,而這些選擇似乎與蘋果在發達市場的策略和定價有所不同。如果我們陷入全球性貿易爭端,那么所有的賭注都將落空。

      但除了直銷,蘋果的處境比包括三星和華為在內的競爭對手更強。沒有任何其他主要制造商的服務收入像蘋果那樣多。在中國以外的地區,安卓(Android)智能手機上的數字產品所帶來的大部分資金都流向谷歌,而不是手機制造商。新萬博體育, (騰訊科技審校/金鹿)

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