Cutting edge technology

Introduction: According to foreign media reports, Fortune magazine recently conducted a survey of 3,750 corporate executives, directors and analysts. The results show that Apple has become the most respected company in the world.

According to foreign media reports, Fortune magazine recently conducted a survey of 3,750 corporate executives, directors and analysts. The results show that Apple has become the most respected company in the world.

Apple ranks among the top selection criteria for innovation, personnel management, corporate asset use, social responsibility, management quality, financial soundness, long-term investment value, product/service quality, and global competitiveness. One.

Of the so-called GAFA companies (Google, Apple, Facebook, and Amazon), only one did not enter the top ten list, namely Facebook.

The company's ranking plummeted from the twelfth to the forty-fourth, largely due to the company's data privacy scandal that occurred last year.

The following are the top 20 most popular companies in the world announced by Fortune in 2018:

Google's parent company Alphabet has declined from last year's third place, while Netflix Successfully squeezed into the top ten, ranked eighth.

Microsoft is recovering, once again becoming the company with the highest market value in the US, and in the list it rose from seventh place last year to sixth place.

Among the top 50 in the list, only one company in mainland China, Alibaba, is ranked 34th.

Among the top 20 list, Internet technology companies are very strong, accounting for about one-third.

Although China has nearly half of the world's top technology companies, there are not many companies on the list. This is most likely because most of the respondents are Americans.

However, the survey was conducted in October and November last year, when Apple's stock price was at its peak.

The next time the list is announced, the ranking is very likely to change. Amazon ranks second for the second consecutive year, and the company is likely to surpass Apple as the number one in 2019.

Fortune magazine's Douglas Elan said: "Apple's score is very high this year. We will wait and see next year."

After all, in the past two months, Apple's financial situation and sales of the iPhone and MacBook have changed dramatically.

Apple announced its fourth-quarter results in November 2018, data showed that Apple's mobile phone and notebook shipments fell in the fourth quarter.

In order to save the current weak sales, Apple had to lower the price of mobile phones, and its laptops were also significantly affected. This led to a significant decline in its share price and continued until January of this year.

Apple product prices fell and then fell

Since January 11, Jingdong, Tmall, Suning and even put together a lot of iPhone price cuts, compared to the official offer, the highest The price cut has exceeded 1,000 yuan.

According to public information, some channel operators received news of the US price cuts on iPhone products on January 10. The price reduction is more obvious is the iPhone XR and iPhone 8P.

64G's iPhone XR dropped from 5,800 yuan to 5,350 yuan, and the price was reduced by 450 yuan.

64G's iPhone 8P dropped from the original 5260 yuan to 4800 yuan, with a price reduction of 460 yuan.

In contrast, iPhone X, iPhone XS and iPhone XS Max have smaller price cuts.

On the Jingdong platform, the price of 64G iPhone8/8P was lowered to 3998 yuan and 4798 yuan respectively, which was different from the official website of Apple's official website by 5099 yuan and 5999 yuan respectively by 1101 yuan and 1201 yuan. The same model in the Suning official website straight down 1,200 yuan.

According to media reports, for the price adjustment, the channel provider received Apple's official notice and authorization, but Apple's customer service said that it did not receive relevant price reduction notice.

At the same time, according to Caijing, at the end of October 2018, Apple notified Foxconn and Heshuo two weeks after the iPhone XR, reducing the total number of mobile phones originally planned to be cut by one-third.

Perhaps Apple had already predicted the downward trend in its fourth-quarter shipments.

Apple's global sales in the fourth quarter of 2018 were 4.9 million units, ranking fourth, down from 5.1 million units in the fourth quarter of 2017. Although Apple's market share has indeed increased slightly from 7.1% to 7.2%. However, its shipments have decreased compared to the same period.

Especially in the United States, according to Gartner estimates, Apple shipped 1.76 million units, down 2.1% year-on-year.

Although Apple introduced the new MacBook Air and Mac mini in November, it still has not reversed the decline in sales.

According to Gartner's estimates, Mac shipments totaled 259.4 million units in 2018, down 1.3% from 2017.

It is worth noting that Gartner's estimate of Mac shipments is becoming more and more important this quarter and beyond.

Because Apple announced in the last quarter, it will no longer announce the sales of Mac computers, saying that sales will no longer be the best indicator of its business capabilities.

In early January of this year, Apple’s revenue forecast for the first quarter of 2019 was reduced from $89 billion to $93 billion to $84 billion. This is the first time in sixteen years that Apple has lowered its revenue forecast.

In a letter to investors, Cook said that the iPhone's revenue was lower than expected, mainly in Greater China, resulting in Apple's revenue in this quarter was lower than originally expected.

The iPhone has always been Apple's main source of revenue, so the specific sales of the iPhone is critical to Apple's overall performance.

Although revenues other than the iPhone business increased 19% year-on-year, including record revenues from services and wearables, the iPhone business has largely affected Apple's full-year revenue.

In fact, there have been signs of the iPhone's revenue being less than expected. According to the financial results for the fourth quarter of 2018, the iPhone sales volume was 46.889 million units, which was an increase compared with the 46.677 million units in the same period in 2017, but failed to reach the expected 47 million units.

High pricing and insufficient innovation are the main reasons

It is believed that the mistake of pricing strategy is the main reason for Apple's poor sales of new machines this year. Especially for the pricing of iPhone XR, Apple has made obvious mistakes, resulting in sales failure to meet the expected target.

According to the past experience of the mobile phone industry, when the company loses its pricing power, it either loses its profit margin or loses its market share, and even worse, both suffer.

But Apple does not admit this mistake. Cook attributed the decline in iPhone sales to the economic environment, including weak emerging markets, capacity constraints and a stronger US dollar.

Cook believes that Apple's traffic in China's retail stores and channel partners is declining, and iPhone's revenue is lower than expected, mainly due to the impact of Greater China.

According to Gartner analysis, the iPhone faces two major problems in the Chinese market: the first is the high price of the product; the second is the lack of innovation in new products.

Consumers' demands for innovative experiences are not being met when they pay higher and higher prices. Many consumers ridiculed that compared with the 2017 Apple conference, the 2018 conference will only update the PPT.

Look at domestic mobile phones. In recent years, domestic mobile phones led by Huawei, Oppo, Vivo and Xiaomi have risen. Although there are no subversive innovations in domestic smartphones, they are in mobile phones. On the other hand, innovation is endless.

First look at Huawei, Huawei's biggest bottom gas comes from the chip, Kirin series chips are undoubtedly the leader of domestic mobile phone chips, and can not be inferior to Qualcomm chips. Xiaomi mobile phone has a very high cost performance. Xiaomi's biggest innovation in the mobile phone industry is to lower the hardware price. This move also directly hit the popular cottage industry at that time and entered the stage of competition between genuine mobile phones. Oppo and Vivo are working hard on the photo, firmly grasping the psychology of women's love, and speeding up the iteration and stimulating consumption.

And the reason why everyone paid for the high price of the iPhone before is because Apple's iOS system, which also determines that Apple iOS can maintain its brand premium for a long time, despite the launch of new products for one year. After that, its price will decline slightly, but it will still stabilize overall.

At that time, Android used the long-term cardThis, this will lead to the rapid decline in the price of the new flagship of the Android camp, and now, the fluency and stability of the Android system has been greatly improved, iOS is not as important as the consideration of people's purchase considerations. In other words, the key to maintaining the iPhone brand premium has been weakened. Therefore, domestic mobile phones have become the choice of more and more people.

According to market research company Counterpoint released 2018Q3 global mobile phone shipment data shows that Samsung has a 19% global share, ranking first, Huawei has 14% market share to become the world's second largest mobile phone manufacturer, and Apple Occupy 12% of the market share, ranked third.

On October 27th, Lei Jun announced on Weibo that at 11:23 pm on October 26, Xiaomi’s mobile phone shipments officially exceeded 100 million units this year, completing the annual task ahead of schedule, while Huawei was at 12 At the end of the month, Huawei's smartphone shipments (including glory) exceeded 20 million units in 2018.

Among them, Huawei P20 series has shipped more than 16 million units worldwide since its listing, and female users accounted for nearly half of the total; Huawei Mate 20 listed two months of shipments exceeded 5 million units; by the end of 2018, Huawei The nova series has more than 65 million users. All of the above phenomena show that domestic mobile phone brands with higher cost performance are gradually becoming the mainstream of the market.


Overall, Apple's overall sales and overall revenue decline is an indisputable fact, and adjusting the selling price alone may not be able to cure the dilemma of its sales decline.

In the past few years, the smooth and fast iOS system has become Apple's biggest selling point, and even once became the just-needed attribute of the iPhone. But in recent years, Android phones have improved significantly in terms of fluency.

And, with the advent of the 5G era, the increase in network speed may weaken the core advantages of iOS to some extent.

In the case that the problem of backward photography, insufficient battery and updated card has not been solved, Apple has repeatedly introduced high-priced mobile phone products, which will consume the consumer's enthusiasm for consumption, which will inevitably lead to the iPhone. The decline in sales.

In 2019, if Apple still fails to grasp the pain points of young users' consumption, then Amazon will become the next top of the list will be a predictable future.

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