Lei Feng network (search "Lei Feng network" public concern) by: The author of this article Chen Xiaoliang, doctor of engineering, the founder of sound technology.
In the past few days, Apple's 2016 autumn new product launch was held. This conference was also trumpeted. Inadequate innovation is still the main reason for being criticized. Some media believe that Apple has gone down to the altar and even some critics think that Apple may be the next Nokia. Apple also seems to lack confidence and announced that it will no longer publish its first weekend sales data for the iPhone. Its stock price also fell continuously, and stock analysts also rushed to lower Apple's stock rating.
In fairness, no one will be surprised at Apple's conference. The iPhone 7 and iPhone 7 Plus are all within expectation. They simply canceled the 3.5mm headphone jack, enhanced waterproof and dustproof performance, increased storage capacity and battery life, and redesigned the Home button with stereo sound. The speaker, while the processor has been upgraded, iPhone 7 Plus is equipped with a dual rear camera.
These innovations of Apple have long been played by domestic mobile phones again, but they have caused Apple to fall into the suspicion of imitating domestic mobile phones. Although the previous few sings of criticism of Cook and Apple, Apple’s actual sales have been overshadowed by the actual sales, but the media is still full of bad voices. Fans are full of complex feelings about Apple.
As we all know, the iPhone is Apple's largest cash cow and contributes two-thirds of Apple’s revenue to Apple. It is Apple’s main source of profits. Apple's several conferences did not show innovative technology beyond expectations. Fans' questions were the most normal response. In fact, the voice of the industry's failure is more of a reflection of self-examination, trying to find out how Apple has re-emerged in the already saturated mobile phone market.
This is indeed a headache, according to IDC's 2016 China's second-quarter smartphone market data, Apple's shipment in the Chinese market is only 8.6 million units, the market share accounted for only 7.8%, shipments compared with the same period last year The ratio fell 31.7%, ranking fifth. Huawei, OPPO, VIVO and Xiaomi ranked the top four, with a total market share of 56.1%. The only thing Apple is happy about is that in overseas markets, such as Europe, Apple’s market share has increased by 0.7%. As for the iPhone 7 and iPhone 7 Plus can reverse this decline, it seems that everyone is not optimistic.
But does Apple really fall like a singer? It seems far from it, I believe that as soon as you open the phone you will see news about the iPhone, even as early as a month ago some media were ready. This kind of eye treatment is only owned by Apple. Without exception, Samsung, Huawei, OPPO, VIVO, and Xiaomi are still out of reach. Can make foreign fans line up overnight, domestic fans sell kidney to label an electronic device, until now, only Apple. Apple still enjoys the attention of countless fans around the world. It is this extreme concern and even infinite worship that has given fans a hopeful gap and is full of complex feelings.
This is actually Apple's intangible value, and Apple's sales continue to push the actual value of Apple in the Post-Jobs era led by Cooke. Cook has just announced at the press conference that the global sales of the iPhone is 1 billion units. Although many agencies generally conservatively predict the first week of iPhone 7 sales, it is still astronomical for 10 million units (see the table below).
Apple's dominance is obviously not yet shaken, and Apple will never be the next Nokia. Apple is not just a hardware company. She is an eco-chain giant from chips and hardware to OS and Cloud. Although the market share of Apple's iPhone is declining, the usage rate of iOS is still rising compared with Android. The user experience of iOS and even children can easily take advantage of the advantages of domestic mobile phone makers.
Does Apple still surprise fans like Steve Jobs’s time? Before answering this question, it is better to think about what Apple's innovation is. Counting Apple’s best-selling iMacs, iPods, iPhones, iPads, and iWatchs and Airpods, in fact, are not Apple's innovative categories, but Apple is following the entry into the stock market. Apple also tried to launch some new product categories, especially during the period when Jobs was driven out of Apple, such as the following products, but unfortunately there was no market to cater to. After Jobs returned, he relied on the iPod to subvert the MP3 market. The iPhone and iPad are also not Apple's initiative. However, Jobs's strong point is to dare to use these products to create the ultimate user experience with innovation and design.
In this way, Apple is not really good at creating new categories, but it is able to maximize the user experience of existing categories . Apple is not a company that is good at enlightening and educating emerging markets. It seems to be the responsibility of Google and Microsoft. The two giants are trying to use all kinds of novelty products for market trial and error, but the feedback from users is not very good. Most of the products are Also disappeared.
From this point of view, Apple is still extremely conservative, and Apple seems indifferent to the recent fiery VR/AR and AI. Instead, it only canceled the headset of the Apple mobile phone, incidentally released a crazy AirPods wireless headset . So is this the surprise that Apple has brought to fans?
Surprisingly not for the moment, this may have to be left to the iPhone 8 and even Apple's CarOS (curved screen and voice interactions), but this innovation is definitely a good pave for future surprises. Do not underestimate the apple plug the iPhone 7 headset hole, this is not only a technical upgrade, but to guide the changes in user habits, this and the Amazon Echo cancel the touch screen all the same way, had no one optimistic about this design of Amazon . Even Apple co-founder Stephen Gary Wozniak strongly opposed Apple's move.
However, they all overlooked that Apple can continue to charge the industry a high licensing fee by eliminating the headset hole, and more importantly force users to gradually adapt to AirPods wireless headphones, even if the headset is easily lost. But why does Apple attach so much importance to such a simple wireless headset?
Headphones are really too common products, and the headset industry is also a relatively stable consumer electronics industry. But headphones are inherently a wearable device that users can easily recognize. Since its inception, it has been used as an accessory for mainstream devices such as personal computers and mobile smart terminals, and it only serves as a voice call and audio player. Bluetooth headsets have made progress in this area and have already had the early prototypes of wearable devices. However, Bluetooth headsets still pursue the help of mobile phone calls, ignoring important applications of music and intelligence. With the constant change of user needs, Bluetooth headsets can not only focus on the pursuit of the perfect call, entertainment and intelligence is also a strong demand for users. The natural attributes and user needs of the headset are suitable for Apple's definition and pursuit of the product.
Wearable products have been very beautiful. Three years ago, there were thousands of companies engaged in related product development and manufacturing, including the world’s top companies such as Google, Nike, Microsoft, Facebook, Sony, and Samsung. The market mainly focuses on glasses, watches, and Hand rings, rings, arm rings, running shoes and other relatively mature products. Such products mainly include: Google Glass, Jawbone Up, Nike FuelBand, Misfit Shine, Sony Smartwatch, Thalmic LabsMYO, Smith+ReconSki-Goggle, Pebble, Fitbit Flex, Heapsylon, FitBark, Glove One, GolfSense, Smarter Socks, Jetlag Light, etc. (See below).
What about these wearable products in 2016? Google has long stopped the Glass, Jawbone may soon die, most of the lively products have disappeared. Apple did not face the wind to meet this lively, even if the AirPods wireless headphones sold in October, the concept of the first smart headset is also not related to Apple. A few years ago there were several smart Bluetooth headsets on the market, including Plantronics' Voyager Legend Bluetooth headset (Figure a), Muzik's SmartHeadPhones headset (Figure b), Iriver's IriverOn headset (Figure c) and Hybra's Orb. Bluetooth headsets (figure d) and so on, and even Intel has also made a comeback.
Obviously, Apple loves this category of smart headsets, the headset is the property, wireless is just needed, and intelligence is attached. The intelligent headset Bluetooth headset manufacturers and vendors have validated the market is large enough. From the following list of numbers, Apple's new surprise may begin with the insignificant but far-reaching product of the smart headset.
From 2007 to 2012, the global Bluetooth headset sales grew at a CAGR of 31.1%. By 2012, its market size reached 485.8 million, which is 6.5 times larger than in 2006. In 2013, there were 1.35 billion wired headsets worldwide, of which 1.17 billion were headsets for mobile phones and 180 million were used for headsets in other industries. The total size of the global wired headset market exceeds US$10 billion, of which high-fidelity stereo high-end headsets account for more than 50% of sales and are more than US$5 billion. In 2013, global sales of Bluetooth headsets were approximately 500 million, and the market size could reach US$10 billion. In addition to other portable audio products, the world’s consumer electro-acoustic products have sold nearly 2 billion, and the market size has exceeded US$20 billion.
The domestic headset market has maintained a growth rate of more than 40% for the past three years, with Bluetooth headsets accounting for more than 50%.
Looking at the US market, the proportion of Bluetooth headsets in the United States market has already exceeded 50%, and sales growth is equally high.
The above data are all real sales data statistics. When the global mobile phone market becomes saturated, mobile phones will also enter the weak-to-renovate market for improved replacement, and what categories will be more attractive like headphones or speakers? ? Apple-style innovation may not immediately win the fans' approval, but the market will gradually change fan awareness. Â
Particularly important, Apple defines AirPods as a new generation of wearable computing platforms that not only wraps up more sensory functions, but also completely unleashes the vitality of Siri. Siri has been playing the role of replacing the touch screen since the iPhone 4S was born. However, Siri’s performance has not produced the expected results in the past few years, but it proves that the public’s voice interaction with a touch screen mobile phone is a stupid experience. . However, voice interaction is in line with the habits of human communication. After all, it is the future trend. It is just a wrong scenario. Now that Apple has transplanted Siri to AirPods, it can use updated iterations of acoustic technology to whisper and even control mobile phones, and the popularity of this method will make it unnecessary to take out mobile phones in many scenarios. Once users develop the habit of voice interaction, Apple will have more room to play, such as CarOS, AppleTV. In addition, Apple usually does not talk about Beats products at its own press conference. However, fans are not surprised that Apple continues to launch Beats new headsets.
Apple is still a conservative, non-innovation category, but innovative products, Apple is also one of the world's most profitable companies . Even if many domestic electronics manufacturing companies, the best choice is still relying on the concept of Apple's listing. The new products released by Apple will still bring significant changes to the future life. Many times, this kind of change affects the world in a subtle manner. When we review it several years later, we find that some of our habits have changed. Perhaps this is the most important surprise that Apple has brought to fans. It's like a glass of alcohol and it has an endless aftertaste.
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