"Apple recently launched three new iPhone X series phones - the iPhone XS / XS max with OLED screen and the iPhone XR with LCD screen. The first two are high-end products with prices starting from 8699 and 9599 yuan respectively. The iPhone XR is positioned as the lowest, but the price is also 6499 yuan. Obviously, apple is going further and further in high price, and its strategy will be to maintain revenue and profitability.
Previously, Apple announced that it would no longer announce iPhone sales in its financial reports in the future. Although it seems that it may be due to its high price strategy, it has also led many people to think that the iPhone must have encountered some tough problems. Today, apple finally responded to this, but it did not calm public opinion, but acknowledged that there were serious hardware problems with its iPhone X series phones and sent a warning to users.
Apple consumers on its official website: Apple has determined that some iPhone x displays may have touch problems because a component on the iPhone X display module may fail. Affected equipment may exhibit the following symptoms:
The display or part of the display does not respond or intermittently respond to touch operation
Even if there is no touch operation, the display will respond
Apple or an Apple authorized service provider will replace the display module free of charge for eligible devices. "
In addition to using the word "warn" in its statement, Apple has also changed its previous claim that "only a small number of devices have been affected", which is a term widely used by apple in the past, even including the notorious (still ongoing) MacBook butterfly keyboard problem, It can be seen that the severity of this problem is indeed far beyond imagination.
However, the corresponding good news is that the display problem is easy to find. Apple said that if your iPhone x is affected, apple or an Apple authorized service provider will replace the qualified display module for free, and if you have paid for repair, you can also apply for a refund.
However, it should be noted that if the iPhone X has other problems other than screen touch, such as screen breakage, it needs to be solved first and may have to pay additional repair costs. Since the maintenance price of the iPhone is notoriously expensive, and some users think it has nothing to do with the weight of parts, Apple may think it needs to be replaced, so if you don't buy AppleCare insurance, you need to think carefully before initiating maintenance.
In addition, Apple will update your iPhone to the latest version of IOS during maintenance, which may be great bad news for some stubborn users who stick to IOS 10. However, IOS 12.1 has added software content about repairing touch bugs. Rationally, we should not continue to use the old version of IOS 10 with problems in touch in order to stick to our old love.
In fact, this is not the first time Apple has a serious hardware problem, not to mention the "small problem" of the yin-yang screen. As a communication device, the iPhone has stumbled on the signal one after another.
Among iPhone 6S and previous products, Apple has always used Qualcomm baseband with the best performance in the industry. However, due to the patent dispute between apple and Qualcomm, Apple has used Qualcomm and Intel baseband since iphone7. Both Qualcomm and Intel Baseband Support downlink three-way carrier aggregation and uplink two-way carrier aggregation. The maximum downlink data rate can reach 450 Mbps. However, the evaluation report of cellular insights shows that when the signal is good, the data transmission performance of Qualcomm and Intel iphone7 is the same; When the signal is poor (- 105dbm), the performance of Qualcomm iphone7 is 30% higher than that of Intel; When the signal was very poor (- 108 DBM), the performance of Qualcomm version even exceeded that of Intel version by 75%, which attracted great attention at that time.
After the release of iphonex last year, cellular insights also conducted tests. The results show that although Intel baseband has not caught up with Qualcomm, the gap between them has narrowed significantly. Iphonex is equipped with the latest baseband from Qualcomm and Intel, but Qualcomm baseband supports 4x4 MIMO, four-way carrier aggregation and LAA. These technologies can be combined to form a "Gigabit LTE" network, which is not supported by Intel baseband. In order to maintain the consistency of product performance, Apple had to disable these functions in iphonex.
The new iPhone XS / XS Max released in September this year encountered the "door" for the third time. Less than 48 hours after the launch, the US science and technology news website Appleinsider reported that a large number of new iPhone users under Verizon had encountered activation problems, and apple and operators thought it was the other party's problem. To make matters worse, many users who have started using the new iPhone complain about the poor LTE and WiFi connection performance of the iPhone XS / XS Max on social media and Apple support forums.
The wireless connection problem of iphonexs / XS Max is reminiscent of its baseband processor supplier Intel. Web blog wiwavelenth pointed out: compared with the previous iPhone, laboratory tests show that the RF performance of iPhone XS and iPhone XS Max is disappointing. As for whether this problem can be fixed through software updates, the blog said that IOS updates and operator updates can change the way baseband modems interact with the network.
Three generations of products have stumbled on the signal that should be their most responsibility. Coupled with the new problem of touch bug, it can be said that the house leaks and rains at night. It is worth noting that Apple's latest announcement shows that the serious fault of touch bug has affected many generations of products such as iPhone x, iPhone 8, iPhone 7 and iPhone 6, which will obviously have a significant negative impact on iPhone sales. Perhaps Apple's decision not to announce iPhone sales in the financial report is really related to this.
Lei Feng net (official account: Lei Feng net) inquired the past earnings report of Apple Corp, found that in the past four quarters, the sales growth rate of iPhone, iPad and Mac was all lower than 3%, and iPhone, iPad and Mac all had the same sales decline. The Mac sales volume has declined for four consecutive quarters, and the service has dropped to 13%.
If the most important changes in iPhone sales are listed separately, the highest year-on-year growth rate of iPhone in the past ten quarters is 5% (2017q1), while the up and down swing of iPhone sales growth rate in the past seven quarters is no more than 3%, which is almost 0 in this quarter.
From this, Lei Feng can draw a conclusion: at the sales level, the iPhone has achieved the initial coverage of many target user groups around the world, and is almost unable to achieve the continuous large service growth of sales. Although the revenue brought by the iPhone is still increasing, this is almost entirely the result of the increase of the average selling price of the iPhone.
This way to make up for the decline in sales by raising the selling price also made Guo Mingyu, an analyst at Tianfeng securities, look down on the iPhone. In his latest report, he significantly reduced the expected sales volume within the life cycle of iPhone XR (Q4 in 2018 to Q3 in 2019), from 100 million to 70 million, directly reducing the sales volume by 30%.
Apple's next business focus is no longer to continue to improve the user coverage of the iPhone, but to tap the value of users on the basis of the existing user coverage, including increasing the price of hardware through investment in technological innovation and increasing the income at the Internet and service level - that's the only way, In order to maintain Apple's value momentum in future business revenue.
Original address: https://www.eeboard.com/news/iphone-xr-4/
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