"Change" seems to be the only constant law in the mobile phone industry. Once Nokia and Motorola dominated the global mobile phone industry, Apple appeared in the image of a subversive, creating a legend that mobile phone profits account for more than 80% of the world's profits, and today's value of Apple's leader. Being weakened. Apple's iPhone8/8 Plus and iPhoneX have recently released three new products, which have not dispelled doubts about their lack of innovation. The iPhoneX with face recognition technology can make consumers realize that their true value is also unknown.
The first full-scale screen boom was launched; the first artificial intelligence chip was introduced; and bold attempts were made in face recognition, VR, and 3D cameras. Huawei, Xiaomi, OPPO, vivo, and other mainstream mobile phone manufacturers in China have already leapt to some extent. Apple, Samsung and other positions in the contest, whether they ushered in the history of the unprecedented history of mobile phone cornering opportunities?
"Relieved"
Although Apple recently released i-Phone8/8plus and iPhoneX three new mobile phones in one breath, the relevant person in charge of a certain Chinese mobile phone manufacturer frankly told reporters that he saw a new application of innovative technologies displayed by Apple's new products, which made him relieved. Jobs released the first iphone product in 2007, when Nokia's global market share accounted for about 40%, Saipan system has unlimited scenery. Three years later, Apple iphone4 made a sharp revision for the first time. From then on, Apple successfully defeated mobile phone over many years. Nokia, Motorola, and IOS systems also successfully defeated the Saipan system. However, just a decade later, Apple’s innovation brought about a brand premium that was declining.
According to Sun Yanxi, dean of the first mobile phone industry research institute, behind the relief of Chinese mobile phone manufacturers, its overall strength has been greatly improved. Once Apple released the new iPhone, new applications of an innovative technology, Chinese mobile phone manufacturers need two It took three years to catch up with its innovative rhythm, but nowadays it takes only two or three months for Huawei, OPPO, vivo, Xiaomi, etc. to catch up. There is almost no threshold for the application of innovative technology, and even some places have to take a step forward.
In the second half of this year, there is an industry paradox, if the new mobile phone is not a full screen, are embarrassed to develop the deployment, Samsung, LG, Sharp and Huawei, millet, vivo, OP-PO, Jin Li, Nubian, etc. The company has released a full-screen flagship mobile phone, and some will be released. Even the candy cell phone launched a full-screen mobile phone with a price of RMB1,000. It will stretch the full-screen mobile phone battle from mid to high-end to the low-end market. Apple has released the iPhone8/8plus and iPhoneX three new machines recently. It did not lead the situation. Second, only the iPhoneX, which represents its level of innovation, is a full-screen mobile phone. The iPhone 8/8plus is not.
During the mobile phone homogenization period, Sun Yanxi told reporters that a full-screen mobile phone is like “Korea micro-cosmetic surgery.†The value on the face of dressing, to bring consumers a big impression on the mobile phone, but there is a pain point is that the phone from 85% of the screen If the ratio is raised to 90%, the cost will increase exponentially, because this brings about the integration of components, the centralized module, the miniaturization of the camera, and so on, which allows all components to be customized.
However, the full screen is becoming the standard mobile phone, because iPhone8/8plus is not a full screen and other factors, resulting in the first sale effect compared to the previous mobile phone new release a greater gap. AboveAvalon analyst Neil Cybart stated that the first week of iPhone 8 sales may be the lowest since the launch of the iPhone 6 in 2014. The sales of a person disclosed by China Mobile are quite consistent with what the former said.
Apple Supply Chain
On the other hand, the iPhone 8 uses an in-cell screen. If you change the cutting size to make a full screen, the overall screen yield will fall below 50%. Since the in-cell screen can realize the integration of touch display, and if the in-cell screen is not used, it is contrary to Apple's pursuit of a slim consumer trend.
On the other hand, the realization of a full-screen iPhone X is still a contradiction, the phone uses a Samsung OLED screen, but Sun Yanxi analysis, this does not seem to Apple's wish, because Apple's iPhone products generally have 36 months of market life, and OLED screen has a Naturally ill, the light fades for 18 months. After a period of time, consumers will find that the green screen of the mobile phone is more and more green, which is obviously contradictory to Apple's use cycle. However, in order to use Samsung's patented folding technology, its OLED screen can only be used in accordance with Samsung's requirements.
Behind this is the obvious flaw in Apple's supply chain.
Recently, Apple's procurement of core components, especially the supply chain of the new technology OLED screen, has been limited. The Taiwanese panel manufacturer AUO has been excluded from the 2017 supplier list. Samsung has become the sole supplier of mobile phone OLED screens. Contrary to the "double-supplier strategy" that Apple has been adhering to, the recent Apple's frequent communication and cooperation with BOE shows that the urgency of changing the status quo reflects China's strength in upstream core components.
Ren Zhengfei said in an internal speech at the recent Huawei Noah's Ark Lab Symposium that he had never wanted to overturn Apple. When AI investment peaked, it was an opportunity. Huawei released an artificial intelligence chip named Kirin 970 on IFA on September 2. This chip will be used in the upcoming flagship mate10, which will be released on October 16. This new machine will have an iris for external analysis. The latest technology such as recognition or 3D video capture, and Xiaomi mix2, vivox20 and so on are equipped with face recognition technology.
"The application of new technologies such as AI, AR, and 3D cameras on Apple's iPhone X, followed by Chinese mobile phone manufacturers such as Huawei, OP-PO, vivo, and Xiaomi will only take two or three months. For today's Chinese mobile phone manufacturers, there is no special Big technical threshold and implementation cycle,†Sun Yan told reporters.
Moreover, each new technology needs a process from its popularity. The demand for 3D camera face recognition technology carried by Apple iPhoneX in the end is still unknown. From the education market to the outbreak of the real market, during this period, it will give Chinese mobile phone manufacturers some opportunities for survival and development. Because Chinese manufacturers are very good at grasping consumer demand, focusing on the user experience, and the follow-up of new technologies is also very fast. .
Google, the creator of the recent ios system's rival Android system, used the $1.1 billion to acquire the HTC mobile phone team. This was seen as a big step for Google to avoid the Apple ios system. This is bound to bring some new pressure on Apple. The Chinese mobile phone brands use the Android system, which undoubtedly also gives Chinese mobile phone manufacturers a chance to catch up.
In China, the world’s second largest economy, as of today, Apple’s sales have been declining continuously for six consecutive quarters. In order to restore the downward trend in China, Apple recently established a new position in China and dispatched Geyue to serve as Greater China of Apple. Including the mainland, Hong Kong and Taiwan, the first vice president and general manager.
Apple does not have executives in leading positions in other regions. Ge Yue faced not only the unsatisfactory first sales of the iPhone 8, but also how to make the up-selling iPhone X, which will be available for sale, gain the recognition of Chinese consumers and other difficulties under the strong competition of the Chinese mobile phone brands.
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