According to big data statistics, in 219, the mobile phone market shipped 1.37 billion units, which was significantly lower than the previous year. This is no longer a smart market. The total sales volume dropped for the first time. In fact, since the sales volume of smart phones reached its peak in 214 and 215, it has been in a downward trend. There are many factors leading to the weakness of the mobile phone market, so how should major mobile phone manufacturers deal with it?

The origin of Tim Apple

The name of Apple's current CEO is Tim Cook. As for why he has such a funny nickname as Tim Apple, it is also due to Trump, the president of the United States who speaks without thinking. It turned out that once Trump tweeted that the iPhone cancelled the home button, which made his operation feel very smooth and not smooth. Trump called Cook directly here, but he called his name wrong and called it Tim Apple.

According to an ancient saying in China, this is equivalent to the emperor giving names to his officials directly, but this is the 21st century after all, so this is too nonsense, right? However, Cook still gave face and directly agreed to this nickname to explain the problem of mobile phones to Trump. The time when Trump asked questions has been several years since Apple canceled the home button, so the American netizens who replied on the tweet are speechless. It seems that Trump's reflex arc is really long.

What will Tim Apple do?

well, let's cut short the gossip. what should major mobile phone companies do in the face of the weak mobile phone market? First of all, among the major mobile phone companies, Apple is undoubtedly the first. Although the sales volume is not low, Apple does have the qualification to dominate. First of all, there are several reasons why the mobile phone market is weak, and Apple will make strategic policies for mobile phones in the new era for these reasons.

The first is aesthetic fatigue. With the evolution of the times, mobile phones are becoming thinner and more exquisite. However, no matter how it changes, the mobile phone looks the same, just like everyone has two eyes, a nose and a mouth. Therefore, the changes of mobile phones have always been confined to an established frame, and users will not feel novelty at all. After aesthetic fatigue, it is naturally difficult for mobile phone sales to rise.

in addition to this main reason, it is also because the performance of mobile phones is getting stronger and stronger, and almost all mobile phones have become very powerful and have a longer service life. That is to say, people don't need to change phones so much anymore. If a mobile phone has good performance and meets people's psychological expectations in many aspects, and it won't get stuck after several years of use, then why do you need to change phones?

Segmentation

Apple's solution is simple and rude, which is segmentation. Nowadays, people who buy mobile phones have more and more choices because the demand for changing them is not high enough. After all, there are many companies that make mobile phones now. After more choices, people will think more, and Apple has started to launch more than just expensive products. For example, before Apple launched the most expensive mobile phone iPhone XS, the starting price reached more than 1,4 US dollars, and the highest distribution price of the RMB version exceeded 1,.

In addition to the top-end local version, Apple has prepared the iPhone 11 and xr at extremely low prices. In 22, Apple plans to launch the new mobile phone iPhone9, which will be the cheapest mobile phone in Apple's history. It is speculated that the RMB price of this mobile phone will be 2999. The upper limit is 1,, and the lower limit is less than 3,. Obviously, Apple has made great changes.

In fact, all the efforts made by Apple are in more appropriate segmentation areas, and they will subdivide more people. For example, people who don't care much about the price can buy the most expensive Apple products, they can get the best mobile phones, and Apple can earn enough money. For those poor Apple fans, they no longer need to scrimp and save to buy an expensive iPhone. Not letting their fans suffer is also a new way for Apple to buy people's hearts.

from Samsung to Huawei, how did they do it?

At present, among the most powerful mobile phone companies in the world, apart from Apple in the United States, only South Korean Samsung can barely compete with the rising mobile phone in China. From Samsung to Huawei, and then from Huawei to Xiaomi and other domestic products, how do these mobile phone companies seek development for the brand in the case of weak overall market? As early as note1, Samsung has already launched the Ultra-cheap version of lite, and today in S2, it has come up with the ultra, an extremely expensive top-of-the-line version.

on the one hand, we started to reduce the price of the light flagship of the flagship series, and on the other hand, we launched the super flagship to make big money, which can not only take care of the poor, but also make money for the brand. Coincidentally, not only Samsung, but also China's brands do the same. In a popular Chinese phrase, it is obvious that everyone is going to "rob the rich to help the poor".