Apple has always had the distinction of being a closed-door company for the most part. They are indifferent to others, they do not respond to the many technologies or shouts that competitors are adopting just to be there. Such as NFC technology, which it did not adopt until it found certain uses. Do not post to social media while lower companies fill in posts. Where she created a tight circle "for the elite" in which she and her users fall into place without looking much at others. But this is starting to change ... How?
IPhone for everyone
Previously, Apple released only one iPhone. Maybe two. All are expensive. In keeping with the company's philosophy of making only the best possible devices and its reputation as a company for the elite. Now, Apple provides iPhones in a variety of price ranges, ranging from $ 400 to more than $ 1100.
We believe that this is not just related to wanting to reach all market segments now, unlike in the past. Rather, it is because manufacturing technology and the productive capabilities of Apple and its suppliers have evolved to the point where they can do so on a large scale. It can come with a device like SE with its latest (at the time) A13 Bionic processor and many new technologies in the body of the iPhone 8, which had a starting price of $ 700. The secret here is part of it that Apple has made the manufacturing process of this form of iPhone more easy and smooth over the years and has been able to reduce the production price sharply.
The most expensive devices?
We are accustomed to being the most expensive Apple devices on the market at launch. In fact, many still have this view. Especially because their prices are fixed throughout the year, or because countries apply more taxes to them than other companies, which raises prices. Today, however, Apple's most expensive device, the iPhone 12 Pro Max, is cheaper than several competitors' devices. Such as the Note 20 Ultra, the Galaxy Fold, and many Oppo and Huawei devices, among others. In fact, the prices of the devices of many companies increased this year at least $ 100 (the Galaxy S10 was $ 900, while the S20 costs $ 1000) and this is due to the addition of 5G. As for the prices of Apple devices, they have been declining for three years. The average price of iPhones was $ 950 in 2018, 933 in 2019, and finally 800 in 2020. With the addition of 5G. The iPhone 12 mini comes with the same capabilities of the 12 largest completely (excluding the size of the battery) for $ 700.
Also, did you ever imagine that an Apple device would win an award for the best budget phone? Welcome to 2020 and iPhone SE.
Increased competitiveness
Throughout Apple's history with the iPhone, we haven't heard many comparisons to other phones for much of the time. It might announce that its users are more satisfied than others, or just mention a Samsung joke once that its refrigerators are better than their phones. But the representative of the company appeared on the stage annually to compare the performance of the new iPhone only with its predecessor. Faster performance. Better camera. Then the famous wholesale show ends, "This is the best iPhone we've ever made." But a while ago, the company launched a whole campaign called "Non-iPhone" to entice users to change from Android. It also compared its A14 and M1 chipsets this year with the others, whether Snapdragon or an unknown chip from Intel.
Announcements and conferences
Did you count Apple ads this year? Several separate announcements and conferences. We even watched three conferences in three consecutive months. IPad, iPhone 12, new Mac. In addition to the announcement of the iPhone SE and the WWDC conference. Even in each of these conferences, there were several products that would be launched on different dates. You might notice that this deviates a lot from what we are used to from a developer conference and a conference or two for other devices. Without announcing many devices and services during the year. Thus, Apple has transformed from a silent company into a company that controls all its ads on the news cycle throughout the year.
Why?
◉ Go to buy online: For several years now, more and more users have bought their devices over the Internet. The Corona crisis also increased it significantly. So Apple had to change the strategy a bit. Its gorgeous stores with refined designs and welcoming help from the staff no longer have the same effect as many users do not visit the stores. So the company had to find other ways to promote. And Apple's luxury good doesn't have a big impact when buying online. Because the user is simply not experiencing that luxury in-store experience.
◉ Increasing the life of phones: Especially with the phones of major companies and the iPhone in particular. So the iPhone user has kept it for a longer period, compared to even in the past. This is due to improved capabilities of phones. If the user had kept a device for four or even six years before the change, how would Apple win? The answer is in selling services.
And because of the services ...
It is imperative that Apple sell many iPhones now. And in all price ranges, starting at $ 400. Therefore, Apple is advertising everywhere and increasing its presence on the Internet. Because it wants the largest possible number of iPhones in users' pockets now. So it can sell them services like cloud storage, Apple TV +, Arcade, apps, and more. As it will be the source of profit that compensates for the users' delay in updating their devices. For the same reason, Apple announced a new MacBook Air with more than three times the previous speed, twice the battery life, without fan noise, and a new AI processing unit at the same previous price without an increase.
Apple wants new users
Apple's past policy of living in the bubble of its own club with everyone ignoring it was excellent to keep users. But now the company wants to entice new users. And a lot of them. So the company had to change some concepts. A new HomePod must sell for a third of the price of the old one. And a new watch cheaper. After the user enters the garden and the Apple ecosystem ... it becomes difficult for him to exit again.
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