Apple store chain looks like Dia. For the old smartphone given $ 100 to purchase a penultimate generation iPhone. Its sales are tripled. The marketing campaign is in India, but it means a change in its strict trade policy: Apple entering the price war.
On Thursday, the bitten apple company had run out on 45% of its value in September. The action will be paid $ 385 when six months ago came to 705. So CEO Tim Cook presented the iPhone 5 and sold more than ever in a wonderful Christmas, but since then only appear bad news.
Your providers report reducing orders, the operator Verizon has the iPhone high in the first quarter down from 64% to 54%, the largest mobile retail chain reported a fall of 35% on your Apple phone sales, Cirrus, the manufacturer of your sound chips falls 15%, iTunes loses five points, that Amazon wins …
sell less, rumors no longer handle them, they lose prominence in the media, build apologize, competitors will grow, they lack speed of response and sharks seem to frolic with stock Apple stock as they once did with the risk premium of Spain or Italy. Ten problems and, according to all investors, with a single solution: a product magical revolutionary, as were the iPod, the iPhone and iPad.
1. Lower prices is lower profitability
Enter the price war seems an inexcusable to reverse the situation, but also a problem. In India places its iPhone 4-275 euros. Getting into a kind of war of coupons (Samsung has countered) was unthinkable in times of Jobs.
The iMac will give next year only 2% of its revenue
Apple’s slogan Think different (think different) involved pay a premium for something exclusive. On that premise underlying its financial health. There is no other to win much with so little: a 16-gigabyte iPad to another of 32, whose cost grows in $ 17, $ 100 charged to the buyer. For every iPhone it sells, get to earn up to 53%, and an iPad Mini margin is reduced to “only” 40%. So it’s logical resistance into price wars, but there is no choice. By all indications, Apple never talks about projects-will release a cheaper iPhone to Asia. The Piper Jaffray investment and calculates the million units sold in 2014: 75 million … if your price drops to $ 300.
2. A more devices, more fronts
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3. Changes, too many changes
The cadence of news is accelerating by consumer demand and, above all, a fierce competition. Stop it requires changes, which generate some discomfort in his own clientele, without doubt the most faithful in the face of the earth … A product presented as revolutionary, ceases to be in three months because they have a better (went with the iPad 3), frustrating to the buyer. Maps are changed, changed the plug, change operating systems, which cease to understand apparatuses with others, advertise products outside its traditional dates (an iPad with 128 gigabytes for Valentine’s Day). With all this, the image of company stability cracks and looks like what they criticize: the fragmentation of systems.
4. Rumors, from good to terrible
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Apple! Buzz campaigns always seemed programmed to create anticipation of the next show of Jobs. Today’s environment is a madhouse impossible to control. Apple’s legendary secrecy marked the calendar of their products and even their rumors. Not anymore. The increased reliance on external suppliers provide information leakage, which reveals new products, before impossible, and also figures, resulting in anxiety in the bag.
5. The agenda and not yours
descolocaba always rival Apple. Its first product “revolutionary”, the iPod music player (2001), just had major reaction (Microsoft launched Zune in 2006), in the case of the second product “revolutionary”, the iPhone (2007), took two years to copy him (Samsung Galaxy, 2009), but the third, iPad (2010), was unrivaled eight months later (Samsung Galaxy Tab). If you take the watch iWatch, Samsung has warned that having one prepared. Meanwhile, the rival (and not only) is announcing products by surprise, as the gigantic Galaxy Mega, which steals headlines previously reserved for the Cupertino company. Moreover, curdles image that other risk. Innovation is no longer patented by Apple.
6. In a connected world, behind
If the future is the internet of things, what role will play a system that only understands himself? Clearly, this requires an open system, that everything is connected to everything, you understand. Maybe brands like Sony, LG and Samsung that manufacture cameras, refrigerators, washing machines, televisions can try exclusivity, but Apple no appliances or cameras have a hard time. The Android has gotten out of hand.
7. Forgive me again
The mea culpa never spoke with Steve Jobs present. Not that there were no errors. If there was sound bugs, the client was to blame, not knowing fuck mobile, if the flash throwing a light lilac, was unsure of focus. Apple was infallible. Now it has been humanized, makes mistakes and apologizes, but that also entails a loss of aura of refinement and quality. In one year, Cook has had to apologize for the failures of the maps (certain), and for mistreating Chinese consumers (not both), at the suggestion of the Chinese Government. Conclusion: Apple is vulnerable.
8. Or popular or unique
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9. Competition tightens
competition Not that you have copied, yes, of course, is that Apple was the model. The problem arises when they stop. A Apple have copied designs, shopping, advertising, products and even wrapping boxes with the devices. That was a good sign. The bad is when they stop. And there are signs that others are inventing.
10. One by one, Apple beat all
But against all at once, impossible. That is the situation. If you have more products and different prices means more companies racing. And that’s not used. Not ready. A Samsung you could win in the fight for the best selling phone, you actually earn, yet can not compete with quality phones or tablets very even 70% cheaper, which is what is forcing Amazon to your Kindle,
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