Ever since Apple officially announced price cuts and its leader publicly apologized, Apple’s user base has experienced a wave of word-of-mouth backlash.
As of August 2, when Jobs participated in the talk show, a total of 535,000 iPhones had been sold through retail and channels.
In other words, 535,000 people who bought Apple's first mobile phone product for the first time were stabbed in the back. They used more money to enjoy less mobile phone storage.
It would be fine if there were no competing products, but the problem is that there is a mobile phone that has been connected to the operator's channel watching all this.
In the past few years, Apple and Yike have been fighting many times over music players. There have been "you drop me and I will drop", there have been "you push singers and I push singers", and there have been "you push digital music and I push them too."
"Digital Music".
Such continuous competition has given a certain number of consumers a certain impression.
——Apple’s is good, let’s take a look at Yike’s.
Apple is very convinced that the product that Yike deliberately launched three days before its own release is still the same malicious and competitive opponent.
Moreover, this time there is something different. Yike’s Mars mobile phone has some very targeted new tricks. 3G mobile phones are a trendy concept in the US market, and the front-facing selfie camera is unique in the world.
This kind of layout is not even similar to music players, but opens up a new direction to attract consumers.
Because of this, under the dual pressure of market competition and operators, Jobs suppressed internal objections and decided to take advantage of the reduction in storage costs to make the iPhone more price competitive.
As for product reputation...
This is why Steve Jobs attended the All Things Digital Conference for the second time this year.
He believes that he can convey the correct product perception to the public through media channels.
In the show studio, Jobs talked eloquently under the question of host Walter. The focus was still on the human-computer interaction he talked about at the January press conference, which was the impact of touch screens on mainstream products in the market, such as Nokia, Samsung and other brands.
He even made an assertion amidst the cheers of the audience that touch screens will definitely replace physical keyboards and become the new mainstream.
Walter waited for the audience's cheers to stop and asked a question with a smile: "Jobs, Yike released a smartphone in June that was also based on a capacitive screen. What do you think of it? Do you think it will cause any harm to the iPhone?"
Threat? Is the iPhone price cut a few days ago due to Mars?"
Not only did he mention Mars so straightforwardly, he also posted some comments on the Internet on the big screen, and in the end, a picture of Google Schmidt, Yiko Fangzhuo, and T-Mobile Legere appeared on Yiko.
The Audio-Technica selfie taken at the meeting.
When Jobs saw this photo, his face darkened.
Unlike the media and consumers, Apple competes directly with Yike and can best feel the power of this "iron triangle".
The reason why Yike Mobile is currently a thorn in Apple's throat is because of Google's dominance of the Android system and its ambitious formation of the Open Handset Alliance, and because T-Mobile is likely to adopt the same cooperation model as AT&T.
Of these three corners, Yike is the weakest.
However, now that Yike has created such a cooperation camp around Mars, its power, which was not considered by Apple in the first place, has expanded.
Jobs glanced at the unsightly Schmidt in the photo and said calmly: "The main factor in iPhone price reduction is the reduction in global storage prices. I have noticed the release of Mars. It has some good ideas, but there is a big problem with Mars.
For big problems, the threshold is not high."
The host Walter did not think carefully about the "the threshold is not high" evaluation at all. He suppressed his inner excitement and looked at the audience: "From the Yike press conference to now, we can only see the Mars mobile phone in videos and photos.
"
He turned his attention back to Jobs and asked: "Jobs, if a real Mars machine appeared in front of you now, what would you most like to know about it?"
Jobs was shocked, there was actually a real machine here?
It is only a month and a few days before the Yike press conference, and the fact that the actual machine is in the hands of the host shows that its degree of completion is higher than I imagined.
After the iPhone was released, optimization continued for a long time.
He pondered over how to answer this question. He could try out the front camera function, but what he was most curious about was Mars' Android system.
Jobs was lost in thought.
But at this moment, a figure appeared on the side of the stage. He raised his finger to signal the audience not to make any noise, and then slowly walked towards the sofa where the guests were sitting.
The expressions of the host and the audience became strange and mixed with excitement. The person who came was easily recognized. It was Fang Zhuo, the head of Yike Company.
Music suddenly sounded at the scene.
It was "Battle Without Honor Or Humanity" selected by the backstage host Carla. He liked the part where the actors appeared in "Kill Bill" very much, and almost immediately thought of the soundtrack when Mr. Fang made the request.
Jobs was interrupted by the music. Just as he was about to answer the question, a mobile phone appeared in front of him.
"Don't think about it, try the Selfie function first." A voice sounded behind him.
The mobile phone in front of him was thumbed, leaving a selfie of Jobs in shock and Fang Zhuo smiling.
Jobs looked at the photo and then looked back. It was Fang Zhuo from Yike.
"you……"
He didn't expect to see each other here at all, nor did he expect to suddenly experience the selfie function from Mars.
Fang Zhuo put away his phone, walked a few steps around to the front, and extended his right hand to Jobs: "Hi, Steve, long time no see."
Jobs quickly regained his composure, stood up gracefully and shook hands with Fang Zhuo: "It's been a long time since we last met."
He then looked at the host and expressed his slight displeasure: "If I remember correctly, today's interview is one-on-one?"
Fang Zhuo answered this question for the host: "Two in one, it belongs."
Jobs didn't complain.
He and Fang Zhuo sat on the sofa respectively.
Although Apple and Yike compete in the player field, the heads of the two companies have only met in real life once.
That meeting was the meeting about Apple’s acquisition of Yike.
Since then, Yi Ke and Sony have been bound by music copyright, and the two have never appeared on the same occasion again.
After several years, this second meeting was when Apple and Yike launched mobile phone products coincidentally.
Jobs looked at the unfamiliar yet familiar Fang Zhuo, and suddenly remembered that the last time he shook hands was when Fang Zhuo informed him that "our negotiations are over." Then he turned and left. Who would have thought that the Oriental he met now was already one of the few in the world.
rich man.
And, he created Mars, which is a threat to the iPhone.
Jobs was silent and Fang Zhuo was silent.
Jobs was wearing his customary black shirt, and Fang Zhuo was also wearing the white shirt at the press conference.
The two people's eyes met.
The host Walter and the audience watched this scene with bated breath.
I don't know why, Walter subconsciously thought that this picture would become a classic.
Ten seconds passed, and the host remained silent. Jobs was the first to break the silence without saying anything, and directly asked: "When will Mars be released?"
"December 21." Fang Zhuo replied, "I hope that mobile phones can be put in front of consumers on Christmas Eve and Christmas Day."
Jobs was quiet again.
Although the two companies compete, the two of them are really not familiar with each other.
Jobs even understood the style of Yu Hong, the president of Yike America.
When the host Walter saw this, he felt that it was not possible. He finally played his role and mentioned what Jobs said just now: "Fang, Jobs thinks that Mars has a problem of low threshold. What do you think?"
Fang Zhuo knew what it meant as soon as he heard it.
The system Android is open source, the front camera can be imitated, and the hardware is purchased from all over the world. This means "the threshold is not high."
He smiled slightly and replied: "As a member of the Android company, Yike is looking forward to the popularity of the Android system. Our Mars has in-depth cooperation with Qualcomm and T-Mobile. I have confidence in Mars and am willing to build it into a leading company."
The benchmark for Android mobile phone development.”
Jobs also understood what Fang Zhuo meant. First, it was his own confidence. Second, the threshold for making a mobile phone was not high, but the threshold for building a "good phone" inside was very high. Qualcomm, T-Mobile and even Google were all Yike phones.
A different place.
Such different opinions can only be verified by time and products.
Jobs had no intention of dwelling on this, and Fang Zhuo had no interest in emphasizing or analyzing it.
The host Walter adjusted the content on the big screen so that real comments from netizens appeared on it. Some supported Apple, some looked forward to Yike, and some strongly criticized the price reduction of the iPhone in the past few days.
Walter asked Fang Zhuo: "Just now I mentioned to Steve Jobs his opinion on Mars. Now, Fang, I want to know your opinion on the price reduction of iPhone."
This issue is relatively acute given the reality and some of Jobs’ intentions in participating in talk shows.
Fang Zhuo did not think about it and said lightly: "I don't know how Apple makes decisions internally. If it were Yike, we would let consumers choose to replace or return their phones as soon as possible."
This time, Jobs did not wait for the moderator to ask questions and said: "Using a hypothetical approach to discuss competition issues, such a 'what if' will not appear in my case."
"Yeah, the price is reduced one month after the sale. This kind of situation will not happen to me." Fang Zhuo started chatting naturally.
Jobs smiled and said: "So, what will happen at your conference? Will you prepare more mobile phones at the press conference?"
Fang Zhuo didn't know whether Jobs was sure or guessing, so he said without changing his face: "Jobs, are you starting to 'what if'? Isn't it normal to prepare more prototypes in order to make the press conference go smoothly? Moreover, Mars has not used the extra prototypes yet."
prototype."
After saying this, he suddenly softened his tone and looked at the audience: "Actually, I think the price reduction of the iPhone is understandable, and it is good for both businesses and consumers. Apple will gain more users. As for you,
…”
Fang Zhuo shrugged: "You got the out-of-print 4G iPhone, which is not bad."
There was laughter at the scene, this out-of-print...
Jobs frowned and said: "As for the iPhone's approach to expand more users, Apple will also take remedial measures and deal with it appropriately for users."
He continued: "If Apple harms the rights and interests of users, then..."
When Fang Zhuo heard this, he interrupted: "What if?"
Jobs was stunned for a moment before he reacted.
The audience at the scene also burst into laughter. It was not a hypothetical, it was really hurt.
Jobs resisted the urge to leave. Obviously these people were still cheering for his judgment on the market!
At this time, the host Walter smoothed things over and said: "Whether it's Steve Jobs or Fang, you all inevitably have the perspective of your respective company. There are still more than four months until Mars is released. I believe iPhone and Mars will be divided in the market."
A comparison."
Fang Zhuo nodded slightly, just as he said to Schmidt, he had no intention of making a fuss about the iPhone price reduction, it was just a coincidence today.
It’s already here, just a few words by the way.
Walter continued: "The competition between Apple and Yike continues until now. We have never seen you have such a direct dialogue. Since you are sitting here today, if you asked each other a question that must be answered, what would you ask?
"
A question that must be answered.
Both Fang Zhuo and Jobs thought about it a little because of this limitation.
Fang Zhuo didn't think of what he wanted to ask for a while. Instead, Jobs wanted to ask a lot, and he sifted through all the questions in his mind.
"What's the contract price of Yike's Mars with operators?" Jobs wanted to ask about the Android system, but in the end he asked about the price after thinking about it.
The price information that has been circulating in the market is US$199, which is said to come from T-Mobile insiders, but Yike has not publicly confirmed it.
In the past few days, Jobs was not only worried about his own price cuts, but also those of his competitors. He was ready to cut prices again.
Fang Zhuo doesn't think there's anything wrong with this. Yike will announce the contract price and operator package at the end of August, and it's only a few days early now.
He easily answered Jobs' serious question: "$199 is the appropriate price we have determined with the operators."
Jobs suddenly felt that he had wasted a question.
Inspired by the other party's question, Fang Zhuo also asked: "Jobs, has Apple failed to negotiate with European operators about your cooperation model with AT&T?"
Jobs frowned.
Two seconds later, he said: "We are actively promoting cooperation with European operators. The cooperation model with AT&T is not single. The European market has its complexity. We expect to complete the sale there in the fourth quarter.
."
Fang Zhuo understood and nodded seriously.
As expected, European operators are very difficult to negotiate with.
Just when the host wanted to continue talking, Fang Zhuo suddenly couldn't help laughing twice.
Both Jobs and Walter looked at Fang Zhuo.
Fang Zhuo waved his hand and said frankly: "I can't help it. This news from Apple is good news for Yike."
These words were so frank that Jobs suddenly felt a little worried. European operators were too stubborn! Britain's O2 and France's Orange were too stubborn! It is very likely that they would not be able to negotiate subsidies for users in Europe this time, but they had to do it.
On sale!
What a bad news!
Thinking of this, Jobs suddenly asked: "Have you concluded cooperation with Deutsche Telekom in the European market?"
Fang Zhuo smiled slightly and reminded: "Teacher Qiao, this stage has passed."
Jobs felt the emotion from the young smile and almost confirmed his suspicion that it would be easy to talk between the headquarters and the branch!
What a pure bad news!
In this case, the iPhone is likely to fail to make a splash in the European market, but its competitors are moving forward.
The host Walter looked at the expressions of the two people and asked a prepared question: "Jobs, Fang, if you were to provide an improvement to each other's mobile phones, where would you go?"
The audience found this question very interesting.
Jobs said without hesitation: "Mars should reduce the size of its mobile phone. 3.5 inches is the best size."
Fang Zhuo laughed loudly and refuted: "Is it because Mars has a screen advantage over iPhone? 3.7 inches is a model of combining cost and use. Jobs, you should be sincere."
"I want to talk about this very seriously. 3.5 inches is the golden size for mobile phones. The bigger the screen, the better." Jobs insisted.
"Whose definition does this come from? Is it consumers? Since you are so determined, can Apple always be 3.5 inches in the future?" Fang Zhuo disagreed, "The presentation effect and operation of 3.7 inches are better. We want to give consumers
or a better configuration rather than assuming a so-called golden size."
Jobs said stubbornly: "At least, this is the size that suits most people."
Fang Zhuo took out the 3.7-inch Mars and took selfies with one hand with his left hand and one hand with his right hand. He took pictures horizontally and sideways. After showing off the extremely familiar operations, he said: "A bigger, better, and more worthy 3G touch screen for consumers to buy."
Smartphone, Yike Mars.”
Jobs said directly: "Where is the system? Where is your Android system? Can you show it now?"
He has confidence in his own system, and he has also understood and guessed the situation of the Android system before.
seeing is believing.
If the Android system can compete with the Apple system, the competition this time can be directly settled.
Fang Zhuo shrugged and pointed out one point: "I talk to you about the size, and you talk to me about the system. After I talk to you about the system, do you want to talk to me about the front camera again?"
He asked rudely: "Jobs, where is the front camera of the iPhone? Where is your front camera? Can you show it now?"
Jobs immediately said: "The front camera is not a complicated process."
"So, the iPhone doesn't have a front-facing camera because you don't like it or because consumers don't like it?" Fang Zhuo pointed to the lens of his phone and faced the audience, "This is the only front-facing camera in the world. Please take it back for Christmas.
Because God also loves selfies.”
The iPhone, known as the God's phone, cannot take selfies.
So, God bought a Mars for Christmas.
This is an advertisement that Yike has not launched yet.
Jobs' face became a little ugly as the audience laughed. The words "world-unique" are very lethal.
Seeing that the situation was about to become one-sided, host Walter quickly asked: "Fang, you haven't said you want to adjust the iPhone yet."
Fang Zhuo glanced at Jobs and said, "I want to put Yike's logo on Apple to help Apple's sales."
No changes to the front, no changes to the size, only the logo, it's just teasing.
Listening to the cheerful laughter, Walter felt that Mr. Fang was more suitable to be the host than himself.
Seeing that Jobs' face was getting more and more ugly, he suddenly became worried about his health, and quickly made temporary adjustments so that an interview video with Nokia executives would appear on the big screen.
"The iPhone is bound to fail. Will consumers spend hundreds of dollars to buy such a toy?"
"Yike? Maybe you can sell 500,000 units if you put some things together?"
"Touch screens are not a new thing. We at Nokia can launch such products at any time, but consumers do not have such urgent needs."
Nokia's executives talked eloquently about their disdain for the iPhone and Mars.
Fang Zhuo and Jobs both raised their heads slightly and looked at the video played on the big screen.
The host asked: "Jobs, Fang, how do you face the competition from Nokia launching similar products?"
Jobs showed no expression: "We'll have to wait until Nokia launches it."
Fang Zhuo raised his eyebrows: "When Nokia's executives say such things, it means that Nokia is already falling behind."
As a shareholder of the Android company, he solemnly said: "The Android camp welcomes Nokia to join."
After Fang Zhuo said this, he suddenly looked at Jobs and added: "Apple is also welcome to join."
Jobs breathed slowly and maintained his mentality and emotions.
He had already discovered the problem at this time, and he should have gotten up and left when he saw the change.
Not only did this interview fail to achieve the desired effect, it also lost points.
Jobs said as calmly as possible: "When Mars sales exceed iPhone sales, I will seriously consider this issue."
Fang Zhuo smiled and said: "It's a deal, I'm already looking forward to the next meeting with you."
Jobs wasn't looking forward to it.
Waiting until the end of the year to see the situation, it will be necessary to speed up adjustments to the second-generation iPhone.
And, he would rather repeat the hypocritical conversation he had with Gates at the beginning of the year than share the stage with this guy again.
Fang Zhuo doesn't know what his competitors are thinking.
All he knew was that he neither cared about Teacher Qiao's health nor insisted on lowering the price of his iPhone, and his behavior was quite friendly and restrained.
Yike Mars does not need to show its personal presence. It just needs to be 3.7 inches taller, with faster 3G speed and stronger ecological cooperation. This is the best way to impress consumers when they choose it.
This chapter has been completed!