Apple's new battery door is continuing to ferment. A consumer shared the performance test results of his iPhone6s after replacing the battery on the social platform. The results showed that the iPhone6s suddenly accelerated after replacing the battery, which means that with the When the battery ages, consumers have to go through a process of "user experience" deterioration. This is really a frustrating thing. Some people choose to replace the new iPhone, and some people switch to the Android camp, but the earth people All know that Apple's iOS system is safe and stable. After the experience is worse, most people will buy a new iPhone. In this situation, people will naturally think that the iPhone is worse due to battery aging, perhaps Apple. Intentional to promote sales of new products. In fact, it is no wonder that consumers have such an idea. After all, we have already known this sales strategy from the PC era: either to spend money to upgrade, or not compatible, and, in addition, the old iPhone can run space after completing the iOS upgrade. There has been a big drop, and Apple has never stopped recommending the latest software to consumers.
In the face of this crisis, Cook chose to apologize and published a description of the deep feelings, saying that they have been committed to producing products that consumers love, never deliberately shortening the life of the product or reducing the experience. I believe that Cook's words, although they will use some small skills in the sales strategy, but will never do anything to "damage the user experience", after all, Cook's mentality is very clear, Apple has today's results, are It stems from its insistence on the boutique route.
According to industry insiders, in order to protect the user experience, they often do not hesitate to do some ridiculous things, such as testing the audio quality of 140HZ, resulting in an increase in the defective rate of the finished product, and the human ear can not distinguish the sound at this frequency; they will also smoke When the consumer reaches the altitude of 1000m or above, the mobile phone needs to be adjusted accordingly. In fact, most mobile phones with no altitude above 1000m have no mobile phone signal. It means that the iPhone battery aging problem exists objectively, but it is definitely not Apple. Intentional, but we are feeling: Apple in the era of Jobs, self-confidence and even arrogance, consumers complain about the death of the iPhone4, the helper only one sentence: If you feel that there is a problem, don't hold it!
Apple in the Cook era, friendly and friendly, even publicly apologize, if there is a WIFI signal in heaven, the helper knows that this is also estimated to jump out of the grave, roar back! Of course, we need to affirm Cook’s financial report, but also know that he is facing some unique conditions in his own time and needs to be patiently and balanced.
The greatness of Apple comes from its pursuit of perfect ecological environment.According to well-known foreign media reports, the iPhone once again won the 2017 best-selling technology product, the total sales reached 223 million, higher than the total sales of the second to fifth technology products, from the perspective of sales and profits, Apple Last year, it was impeccable. Last year, it launched three products, iPhone8, iPhone8Plus and iPhone X, especially iPhone X as its 10th anniversary. Although innovation is far from a subversive revolution, its more important significance is that she represents Apple: Ten years, longevity, almost created a longevity record of the life of consumer electronics, in addition, the market value, profits, cash reserves climbed up, the apple is not to be overemphasized, and This great scene can be attributed to its business model design and the ecological environment derived from it:
First, Apple reinvented the mobile phone and rebuilt the price system of the mobile phone. The Nokia era spent 800 yuan to buy the mobile phone is already high consumption, and Apple launched the first iPhone to join the mobile network, expandable software, fashion, culture, and even Religious and other elements, directly priced at more than 6,000 yuan, this is a very delicate operation, has a high risk, if the product is not good enough, the price is too high will lead to bleak sales, the iPhone may disappear, but if the product is good enough, then Will re-construct a new price system, the absolute value of the price is not the focus, the key is the consumer price ideology. For example, some people go to the market and think that the three-dollar tomato is too expensive, but he will not question that the 7,000-square-meter house is too expensive. As you can see, the gambling Jobs has launched a good enough product and reconstructed it. The price system of high-end smartphones also laid the most solid foundation for the later profit myths;
Secondly, Apple pays attention to soft and hard, paying attention to user experience. Their design team has long foreseen that the smartphone market will make money from hardware in the first half, while the second half relies on software apps to make money. The excellent iOS not only guarantees the iPhone's almost perfect user experience. It also relies on paid apps to make a lot of profits, and the excellent iOS platform has also promoted its hardware sales, and more and more consumers are tied to the iPhone. As for the Android platform, it is far from planning.
In addition, Cook is a master of supply chain, relying on Apple's powerful brand effect, he almost dominated the entire industry chain, and he must extend his tentacles to a large number of fields, for example, Apple has opened a large number of countries around the world. The repair shop, the high charge is rare in the world, this battery incident, Cook promised to reduce the cost of replacing the old mobile phone from $79 to $29, which means that there was a profit of about $50 before; they also with the supplier Cooperation, opening a second-hand mobile phone recycling factory, the old mobile phone returned from the market will be dismantled, find the usable components, and then reassemble, test, and package, and become a "quasi-new machine." Although it is not sold at the price of a brand new mobile phone, the profit should be considerable. Apple has expanded more than three times in recent years to station in suppliers and participate in equipment maintenance, logistics planning, warehouse storage, etc. They even planted a forest themselves, as a supply of iPhone packaging paper, so deep, Extensive participation in the industrial chain, on the one hand, guarantees quality, and more importantly, controls the details of the industrial chain and draws any profits.
There must be a crack in the apple ecological environment.Apple's success has not only made Cook, but also a lot of supplier managers have come to the peak of life. The new generation of middle class is surrounded by these successful people. They have worked hard for ten years, most of them. I have earned enough pension money to take advantage of Apple's hot sale, but I also paid a lot of money for the iPhone, and some even paid for it.
In fact, companies that can survive in the Apple industry chain are not easy. Managers often fall into the problem of “neurasthenia.†They have too many things to think about, and any negligence in detail can lead to decision-making mistakes. Tragedy. In the era of Jobs, Apple faced a high-profile attitude towards dealers and agents. The production capacity often appears to be insufficient. Whoever performs well, Apple will give priority to whom; in the Cook era, there are big differences, and Android phones are rapidly emerging, although in the user experience. I have lost a few grades on the iPhone, but I still seized a large area of ​​the low-end market, and infinitely catered to the low-end crowd. Through ten years of capital and technology accumulation, basically I can make some iPhone-like mobile phones. Android phones not only blocked the way the iPhone entered the low-end market, but also began to look at its high-end market.
In this context, consumers and dealers have more choices, and Apple has to tear off its own mask of God, and the dealers are still interested, and have to supply quickly. The industry chain with stable rhythm has become frequent and fluctuating. The frequent gap between the peak and the bottom of the order is particularly large, which has brought almost catastrophic effects to the industrial chain. The serious situation: the corpse is everywhere!
Compared with Apple, suppliers are mostly heavy-asset enterprises, which means that they should give priority to investing in land, equipment, technology, manpower and other resources. At the peak, these resources are high prices, and once the orders are insufficient, they can’t even get orders. These resources will be underutilized until they are in a state of loss. All this has nothing to do with Apple. In other words, Apple has subtly passed the market risk to the suppliers according to the current business model. In addition, Cook Every year, there will be news on the Internet that “Apple asks suppliers to cut pricesâ€, which makes the suppliers full of anger. The most vicious incident is not to deliver on time, or simply withdraw from the Apple industry chain. Obviously, Apple “continues†The policy of “squeezing†is annoying more and more suppliers. At present, they are forced to accept such a squeeze because of the temptation of Apple's strong orders, and once there is a second option, suppliers who are struggling to cope may have the option to flee.
Apple's perfect ecological environment is cracking, but it is far from the edge of collapse. To repair these cracks, we need the collective wisdom of Cook and suppliers. Naturally, we also need the courage and courage of “difficult to be the sameâ€.
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