iPhone高貴不貴策略奏效 平價版XR上修出 - iOS

By Liam
at 2018-09-19T06:53
at 2018-09-19T06:53
Table of Contents
情報來源:DIGITIMES
https://goo.gl/bPTBQe
iPhone高貴不貴策略奏效 平價版XR上修出貨預估 旺季新機拉貨力道延長
107/09/19 文/記者韓青秀
蘋果日前推出三款iPhone新機亮相,iPhone XS Max 512GB再度攀高挑戰新高價達到1,299
美元,市場接受度仍有待觀望,不過平價版iPhone XR出貨表現備受期待,相關供應鏈指
出,9月起6.1吋iPhone XR出貨明顯放量,10月起出貨比重大幅拉升,單月可望衝高至
2,000萬台,近期12月iPhone XR訂單進一步上修50%以上,顯見iPhone XR市場後勢需求強
勁,拉貨暢旺將有機會延長至2019年初。
在iPhone X出師不利後,儘管外界原先預期2018年蘋果將調正價格,以積極搶攻市場,不
過3款新機價格最後仍高於預期,甚至LCD版iPhone XR起跳價格也要749美元,高出原先估
計700美元的行情,也明顯高於大陸手機品牌相等規格約699美元左右的價位。業界認為,
面對陸系手機大廠來勢洶洶,蘋果捨棄價格攻勢策略,轉以拉高單機價格維持營收成長動
能,以價取量的模式預料延續至蘋果2019年新產品開發方向,並進而拉動Android手機陣
營旗艦機種也將跟進抬高售價。
https://goo.gl/tn76cx
蘋果的高價策略能否奏效,順利突破金字塔消費頂端的天花板門檻,供應鏈認為,目前蘋
果下單態度相對謹慎,以9月起逐漸進入OLED款新機出貨高峰來看,iPhone XS Max平均每
月出貨量約在4~500萬台左右,佔整體新機比重約2成左右,相較之下,iPhone XS出貨表
現變動較大,且11月起出貨力道逐漸減弱。
儘管市場先前預估,2018年下半iPhone整體新機出貨量約落在7,500~到8,000萬台,供應
鏈認為,iPhone XR產品價格更具競爭力,且大陸市場支援雙卡雙待,將有機會拉抬後續
市場買氣,若以目前訂單能見度來看,下半年新機整體出貨量仍有機會超過1億台大關,
不過實際出貨狀況仍將依照終端銷售調整,尤其是2017年底iPhone X買氣後繼無力,就讓
供應鏈出貨動能提早在11月熄火,也令不少廠商餘悸猶存。
相關業者指出,iPhone XS Max價位驚人,6.1吋iPhone XR新機仍被視為下半年市場攻城
掠地的主力戰將,先前傳出iPhone XR遭遇製程瓶頸而延後出貨,主要影響8月延後一週量
產,由於考量到iPhone XR預購時間較晚,新機出貨原本就預定於9月起放量,且從10月起
出貨動能快速爆發,佔整體新機超過6成比重,單月出貨規模上看2,000萬台。
受到8月延後量產以及市場期待熱烈,供應鏈透露,原先預期12月進入傳統促銷假期,
iPhone XR上游拉貨表現將開始走疲,不過近期新機出貨預估再度上修,幅度增加達5成以
上,有利於旺季出貨力道延後拉長,業界認為,若大陸或其他新興市場需求熱絡,也不排
除將可延續至2019年初。
至於Apple Watch Series 4成為蘋果新品發表會的另一新亮點,市場看好,在Apple
Watch 4新品帶動下,全年整體Apple Watch出貨量將上看至1,800萬支左右。
https://www.digitimes.com.tw/tech/dt/n/shwnws.asp?id=542439
蘋果在2015年推出3D Touch,號稱是「新世代多重觸控」功能,但多數iPhone用戶發現它
是畫蛇添足,iPhone XR少了3D Touch,或許是蘋果希望按照市場需求在功能做調整,
iPhone XR選擇捨棄此功能意味著蘋果知道,多數iPhone用戶不需要這個功能。對於想要
有3D Touch的科技玩家,蘋果仍將此功能保留在iPhone Xs和iPhone Xs Max中,而這個族
群也是最可能願意以較高的價格購買iPhone者。
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