During the teleconference on the profits of the year-end shopping season, Apple CEO Tim Cook mentioned the "upgrade" seven times. Obviously, faced with unbearable financial data, the rudder also panicked.For example: "As we pointed out in the letter, the iPhone of the season"UpgradeThe number is lower than our expectations, making this challenge even more complicated. "And" we'll start another round soon."Update"But I hope to talk about Apple's business in Greater China. "
Apple Online Store (China)
"Although the iPhone"Update"Below our expectations, but outside China, including the Americas, Western Europe, Central Europe, Eastern Europe and other Asia-Pacific markets, the growth of our business set a new record. "
"Back to the iPhone, I want to be below expectations."Update"In the background, discuss related results. The iPhone XR, iPhone XS and iPhone XS Max are still the best iPhones we've ever sold. "
"For millions of customers, we offer a battery replacement solution that makes older iPhones cheaper and more efficient. Some people advise us not to do so because"Update"Have a potential impact. But we firmly believe that this is the right thing for the customer. "
Apple chief financial officer Luca Maestri also said, "As Tim said, our"Update"The number is lower than expected at the beginning of the quarter. "
Cook continued: "There is no doubt that the equipment"Update"The cycle has been extended. We have said this many times, but I want to reiterate this in this conference call – for several reasons, this quarter"Update"The amount is smaller than we expected. "
In early January, when he was on the CNBC talk show, Cook also discussed how to make more people"Update"Your iPhone plans to think that "old for new" is a great value option.
We did not do much marketing in the trade-in project. In fact, for consumers, it's more like a subsidy because it lowers the limit on buying cell phones.
The most embarrassing thing is that many people are reluctant to do so. The iPhone XR, XS and XS Max have failed to attract as many new customers as possible.
Many commentators say that if you're still using iPhone X in 2017, it does not make sense to upgrade to the iPhone XS.
In the last quarter, Apple iPhone sales fell 15%, reducing total revenue by 5%.Under the pressure of performance, Apple launched a strong promotion and even lowered the price of iPhone in some low-performing markets to stimulate sales growth.
This week, Apple has announced a new promotion that allows you to redeem the latest iPhone XR or XS models with your iPhone 6, 7 and 8 models.
If you choose the iPhone 8"Update"For the iPhone XR, the minimum monthly payment is $ 19.99. If you choose the iPhone 6"Update"For the iPhone XS, the minimum is $ 35.99 per period.
In China, Apple still supports the iPhone X"Update"Go to the iPhone XR or iPhone XS. But from the comments of all, it seems that it is not very attractive.
Once, the iPhone XR was sold for up to 749. But now, the official website price on Apple's official website was as low as $ 449.
Offering such a big discount can make Apple fall into the image of "high-end luxury brands." But Cook seems willing to make a "sacrifice", as long as everyone is willing to go"Update"Buy a new iPhone.