The reason for Apple's official price reduction has been found, and it is also facing declining sales and even inventory problems

Earlier, Apple announced an official price cut in the Chinese market600元,This is Apple's first official pairingiPhone13降价,The industry once thought that this was Apple's attempt to further pressure Chinese mobile phones,And recently the city survey agencycounterpoint给出的数据,Perhaps it shows that Apple may have a backlog of inventory.

counterpointIt gives the data of China's mobile phone market in the second quarter of this year,The data shows that in the case of an overall decline in shipments in the Chinese market,The top five mobile phone brands, except for Honor phones, all experienced declines,小米OVfell by more than two percent,Apple's decline was 5.8%.

From this data it appears,It seems that Apple is doing fairly well,But in the second quarter, Apple could rely on it618The big promotion has achieved a substantial increase in sales,某电商平台的数据显示4月份iPhone13的销量为29万台,而5月份iPhone13开始降价1001Yuan greets618大促之后,5月份、6Monthly sales increased to 84万、190多万部.

如此一对比就可以看出,苹果在618In the big promotion, the third-party merchants cut prices by more than 1,000 yuan and achieved a multi-fold increase in sales volume, but there was still a decline,That means if Apple doesn't have a big-picture price cut,It may be that its sales decline will be even greater.

5月份和6Monthly sales comparison4Monthly data can also be seeniPhone13After six months of selling well,国内消费者对iPhoneenthusiasm has cooled,In desperation, it acquiesced to third-party merchants to cut pricesiPhone13.

The Chinese market has become Apple's growth engine,Apple's aggressive promotion in the Chinese market is undoubtedly hoping to stabilize this market,If you look at the global market,Apple and many Android phones don't really feel good either.

Data for the second quarter showed a decline in mobile phone shipments in the global market9%,However, the data given by the market research agency shows that both Apple and Samsung have achieved market share3percentage point increase,The domestic mobile phone brand XiaomiOV的市场份额都出现了下滑,From this, it is speculated that Apple's shipments in the second quarter may also be stagnant,It's just that the market share of Chinese mobile phones has declined due to the large decline in the sales of mobile phones in China,Apple, on the other hand, gained market share despite stagnant sales.

如此情况下,Apple is facing inventory problems,2021年的时候由于iPhone13上市头3Monthly sales have grown considerably,苹果夺下了全球手机市场第一名,It's also a long time in the Chinese market61st place a year later,This makes Apple rightiPhoneof sales with confidence,Has been increasing orders again and again,However, sales in the global mobile phone market have been unsatisfactory since the beginning of this year,Chinese mobile phones have successively reduced orders to reach2.7亿部,At a time when the global mobile phone market is in recession,Apple's previous orders may become inventory.

However, mobile phone shipments in the global market declined in the second quarter,affected Apple's sales plan,Apple also has to be there618The big promotion has a price cut of more than 1,000 yuan,However, its sales in the Chinese market still declined,These inventories continued into the third quarter,但是苹果在9月将发布iPhone14,To clean upiPhone13, so Apple is promoting it with an official price cut for the first time,In the case of Apple's official price reduction,Third-party merchants are likely to cut prices even more than Apple.

Apple has no choice but to take the initiative to cut prices,Illustrates the recession in the global mobile phone market,It is difficult for any mobile phone brand to avoid the impact of the environment,在iPhone14上市前,伴随iPhone13的降价,Perhaps domestic mobile phone brands will also be forced to sell following price cuts,Domestic mobile phones are no longer Apple's opponents in the high-end market.

iPhone14As a performance greatly improved、Significant changes in appearanceiPhone,It is expected to usher in a new round of sales boom,This is about to become an older modeliPhone的iPhone13来说,The pressure to clear inventory is even greater,It is reasonable for the official to take the initiative to reduce the price.