It is a fact that the price of iPhone is getting more and more expensive.

Foreign media gsmarena counted the price of the iPhone in recent years, and concluded that the appearance of the iPhone X has brought the overall price of Apple's mobile phones to a new level. In 2017, iPhone X suddenly raised the price limit of smartphones to eight or nine thousand yuan, and since the iPhone XS, the price of high-end iPhones has even exceeded 10,000 yuan, leaving Apple mobile phones with an unattainable high in people ’s minds. impression.

"The iPhone has replaced your digital camera, and you no longer need to carry it. The iPhone has replaced your camcorder, replaced your music player, replaced all these different devices," Apple CEO Tim Ku In an interview with ABC's "Good Morning America," Ke responded to questions about the high price of the iPhone XS Max.

"It can be said that this product is very important, we found that people want to have the most innovative products, it is not cheap to do so." Tim Cook added.

The overall upward movement in the price of the iPhone has resulted in the lack of "low-priced files". Not only that, but the high price also deterred many users. Apple's global sales are declining, especially in the Chinese market.

Data show that in November 2019, Apple iPhone shipments in China fell by 35.4% year-on-year. The decline in Apple's sales in China is not the first sign of decline. The trend of Apple's sales in China has continued for two months.

In addition to the fierce competition in the Chinese market and the lack of support for 5G networks, "expensive" is an inevitable problem. Even Cook blurted out in an interview with the media: "We sell too much."

Therefore, in addition to the basic models each year, Apple has made some compromises to try iPhone SE and iPhone XR low-cost products.

In February 2016, Apple launched the iPhone SE, priced at 3288 yuan (National Bank version), the US version starts at 399 US dollars, about 2600 yuan. Cook once said on the conference call: "The new iPhone SE in the iPhone product line has also prompted us to be in a more beneficial strategic position, especially to attract more new users into our ecosystem."

Facts have proved that iPhone SE has achieved good results in the market. The CIRP survey results from the market research company show that in the three months after the iPhone SE was launched in bulk, the machine has gained 16% of the US iPhone market share, becoming the third largest iPhone model after the iPhone 6S Plus and iPhone 6S. .

In September 2018, Apple launched the "cost-effective" iPhone XR, priced from 6,499 yuan. Although the netizens continued to scold at the time of launch, the later data showed that this is also a "true fragrance god machine".

Data from Omdia shows that among the top 10 global mobile phone shipments in 2019, iPhone XR ranked first in shipments with 46.3 million units.

According to Counterpoint Research, due to the best-selling iPhone XR and iPhone 11, iPhone shipments in India increased by 41% year-on-year in 2019. In addition, Apple is the fastest growing high-end smartphone brand in India in 2019. After the iPhone XR's multiple price cuts, shipments increased by 41% year-on-year, and it has also become the "true fragrance" flagship of the Indian people.

For Apple, the emergence of a new version of iPhone SE not only filled the gap in Apple's 3,000-5,000 yuan price range, but also opened up new markets.

Will domestic mobile phone manufacturers be uncomfortable?

Four years later, Apple restarted the SE series and launched a new version of the iPhone SE. The machine continues the product positioning of the "low-cost" and "small-screen" products of the previous generation. It is equipped with Apple's strongest A13 bionic processor and a 4.7-inch screen. The price starts at 3299 yuan.

When various manufacturers tried to obtain a larger screen through folding technology, Apple quietly launched a small screen product. There is no press conference, just go online, Cook's move will make many manufacturers "trembling."

In fact, although large-screen phones have become a trend, many users have expressed nostalgia for the small and beautiful small-screen phones that were once small and beautiful, and even many of Apple's hardcore fans, hoping that Apple can restart the production of the iPhone4S classic. Cook said that the number of users (small screen enthusiasts) is more than expected.

Flagship performance, low price, easy-to-use system, and enough gimmicks, it not only satisfies those who have longed for the iPhone, but also satisfies users who have a demand for Apple's ecology but have insufficient budget. And this will be a market full of possibilities and a market starting on the order of tens of millions.

Apple is willing to actively lower its body, and the launch of a "cost-effective" iPhone is naturally a good thing for consumers, but it will be a huge hidden danger for other mobile phone manufacturers.

For domestic mobile phone manufacturers, although the short-term impact is not painful, but if the SE product line is solidified, the future global mobile phone market will usher in a terrible opponent.

Apple has always been a "luxury product" in the mobile phone industry. According to the report on the high-end machine market in the third quarter of 2019 released by Counterpoint, Apple's mobile phone sales accounted for 52% in the high-end market, Samsung accounted for 25%, and domestic mobile phone manufacturers accounted for less than 20%.

At this time, Apple's dimensionality reduction hit, launched a 3000-5000 yuan price file products, pointing directly to the domestic flagship mobile phone. Looking at the flagship phones launched by various mobile phone manufacturers this year, most of them are concentrated in the price range of 3000-5000 yuan.

The same price, better processor, and better system ecology, Apple iPhone SE2 poses a problem for domestic mobile phone manufacturers.

More importantly, Apple has also launched an app “Transfer to iOS”, which can easily transfer the data of the Android phone to the iPhone.

"I believe that (Apple's low-cost version) will definitely have some impact on other brands." OnePlus CEO Liu Zuohu told NetEase's "State" column.