超高的AirPods Max訂價策略,到底在玩什 - iOS
By Tom
at 2020-12-14T16:32
at 2020-12-14T16:32
Table of Contents
超高的AirPods Max訂價策略,到底在玩什麼把戲?
情報來源:
https://bit.ly/384Wuxg
千呼萬喚始出來,蘋果公司在不舉行產品發表會的情況下,向世人宣布一款高達549美元
的耳罩式無線頭戴式耳機AirPods Max。這一訂價比起市場上高階品牌Bose或Sony同款產
品之平均價格高了200至300美元。
從外型設計與內建零組件來看,AirPods Max絕對是一款極具蘋果風格的新產品,蘋果似
乎想將標準化耳罩式頭戴式耳機打造為消費者願意花大錢購買的高階時尚奢侈品。
例如:AirPods Max擁有9個麥克風在內的18顆感測器,與傳統使用Hifi晶片的高音質耳機
來比,蘋果選擇使用強大運算能力的H1晶片,以每秒90億次運算對聲音進行改裝,以達到
高音質的水準。舉個例子:消費者在配戴耳機時,如果右耳不夠密合,感測器就會檢測凝
聽內容而調整右耳聲頻,讓聲音保持平衡。
此外,還引入蘋果手錶的旋鈕介面,方便消費者按下暫停 / 播放鍵、調整音量、以及雙
擊至下一首歌曲。其還有一顆噪音控制按鈕,用於切換降噪模式與通透模式。為了讓消費
者隨時可凝聽音樂,其並沒有設置電源鍵,當感測器感測到消費者脫下耳機之時,自動會
進入低耗電模式。
整體看起來,蘋果似乎想要複製AirPods成功模式,期望透過AirPods Max來改變耳罩式頭
戴式耳機市場,讓該市場進入智慧型無線頭戴式耳機領域,拉開與其他競爭者的差距。
至於市場人士認為蘋果如此的高訂價戰略,很可能重複HomePod失敗的例子。其實這兩項
產品是不能互相比較的。因為HomePod推出之時,亞馬遜與谷歌都以低價戰略讓消費者習
慣購買便宜的智慧音箱,所以蘋果不容易打破這一格局。
AirPods已經建立了蘋果在耳機市場的品牌價值,而AirPods Max只是一種延伸性戰略產品
,讓習慣高品質與音質的消費族群,想要擁有另外一副耳罩式無線頭戴式耳機。
以目前市場熱度來看,在美國想透過網路訂購AirPods Max,等待期已經長達12至14個禮
拜,幾乎要等到3月才能到貨,這表出初期AirPods Max獲得許多消費者的瘋狂搶購。未來
必須看看消費者的回饋以及市場評價,以及蘋果如何透過增加生產量的同時,也能夠快速
拉高出貨量,維持市場熱度。
不過,別忘了,一旦AirPods Max市場熱度降溫之後,蘋果可以順勢推出平價入門的
AirPods Max或者透過通路商降價模式,來引入更多消費族群搶購,維持這一市場購買力
道。
-------------------------------
蘋果推出全新無線頭戴式耳機,售價超過18000台幣,比目前市面上的高階耳機都要來得
高,有業界人士懷疑如此的訂價消費者使否會買單。
--
情報來源:
https://bit.ly/384Wuxg
千呼萬喚始出來,蘋果公司在不舉行產品發表會的情況下,向世人宣布一款高達549美元
的耳罩式無線頭戴式耳機AirPods Max。這一訂價比起市場上高階品牌Bose或Sony同款產
品之平均價格高了200至300美元。
從外型設計與內建零組件來看,AirPods Max絕對是一款極具蘋果風格的新產品,蘋果似
乎想將標準化耳罩式頭戴式耳機打造為消費者願意花大錢購買的高階時尚奢侈品。
例如:AirPods Max擁有9個麥克風在內的18顆感測器,與傳統使用Hifi晶片的高音質耳機
來比,蘋果選擇使用強大運算能力的H1晶片,以每秒90億次運算對聲音進行改裝,以達到
高音質的水準。舉個例子:消費者在配戴耳機時,如果右耳不夠密合,感測器就會檢測凝
聽內容而調整右耳聲頻,讓聲音保持平衡。
此外,還引入蘋果手錶的旋鈕介面,方便消費者按下暫停 / 播放鍵、調整音量、以及雙
擊至下一首歌曲。其還有一顆噪音控制按鈕,用於切換降噪模式與通透模式。為了讓消費
者隨時可凝聽音樂,其並沒有設置電源鍵,當感測器感測到消費者脫下耳機之時,自動會
進入低耗電模式。
整體看起來,蘋果似乎想要複製AirPods成功模式,期望透過AirPods Max來改變耳罩式頭
戴式耳機市場,讓該市場進入智慧型無線頭戴式耳機領域,拉開與其他競爭者的差距。
至於市場人士認為蘋果如此的高訂價戰略,很可能重複HomePod失敗的例子。其實這兩項
產品是不能互相比較的。因為HomePod推出之時,亞馬遜與谷歌都以低價戰略讓消費者習
慣購買便宜的智慧音箱,所以蘋果不容易打破這一格局。
AirPods已經建立了蘋果在耳機市場的品牌價值,而AirPods Max只是一種延伸性戰略產品
,讓習慣高品質與音質的消費族群,想要擁有另外一副耳罩式無線頭戴式耳機。
以目前市場熱度來看,在美國想透過網路訂購AirPods Max,等待期已經長達12至14個禮
拜,幾乎要等到3月才能到貨,這表出初期AirPods Max獲得許多消費者的瘋狂搶購。未來
必須看看消費者的回饋以及市場評價,以及蘋果如何透過增加生產量的同時,也能夠快速
拉高出貨量,維持市場熱度。
不過,別忘了,一旦AirPods Max市場熱度降溫之後,蘋果可以順勢推出平價入門的
AirPods Max或者透過通路商降價模式,來引入更多消費族群搶購,維持這一市場購買力
道。
-------------------------------
蘋果推出全新無線頭戴式耳機,售價超過18000台幣,比目前市面上的高階耳機都要來得
高,有業界人士懷疑如此的訂價消費者使否會買單。
--
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