The boos did not affect Schiller, who was presiding over this stage of the announcement on stage. He has been tested for a long time and still controlled the situation smoothly.
In fact, Apple has already formed various response plans internally for this press conference, which is destined to have twists and turns.
Everyone from Tim to Schiller and others are well aware of the dire situation Apple is facing today.
I also know that this press conference has already bet on the brand’s heritage.
This is an unfolding that no one has ever imagined.
But, it should be done.
You can’t give up struggling because the challenges you face are too great. At least... Apple’s brand heritage is enough to attract at least tens of millions of consumers to pay for each new product.
Senior management has such a mentality that Schiller is actually very relaxed.
He introduced without hesitation: "We have prepared five colors for iPhone5C..."
"Some special changes have been made to this end."
"For example, the color of the desktop will be adjusted according to the color of the fuselage..."
"..."
Then I briefly introduced the various parameters of iPhone5C, but there was nothing outstanding about it.
The chip uses the A6 used in last year’s iPhone5.
It can be said that it is almost a...cheap version of iPhone5. Yes, it can only be described as cheap, because the back cover is made of plastic and almost entirely uses the mold of iPhone5, and even all the configurations.
As the introduction progressed, the impatience on the scene gradually grew stronger.
The audience suddenly discovered that the iPhone 5C is very similar to Apple and the XingHai 1C is to Xinghai. As agreed, both use the previous generation of chips, the previous generation of molds and even almost all the configurations.
In comparison, XingHai1C is actually more sincere, at least it is not made of plastic material, and although the chip is the previous generation, it is also a new product this year, and the overall performance has been greatly improved, and the actual experience is good... After all, the Xinghai Tablet is still on sale.
Speaking of which, this was one of the reasons why Tim was sure that something was wrong within Apple without even thinking about it.
Apple has always kept confidentiality before the release of new products. There are many considerations in planning the 5C product line, and it is indeed because of the challenges brought by Xinghai.
It is true that the process from planning to completion did not happen overnight. However, the positioning of XingHai1C is so similar to that of 5C that it is difficult not to doubt it.
In contrast, Apple had no idea that Xinghai was preparing 1C.
As the process goes down, there are some advantages. For example, the price is indeed relatively cheap. The two-year contract version starts at only $99, which is much cheaper than 1C.
Because 1C does not have a contract version, the starting price is $629.
Schiller didn't waste much time. After the release of 5C, he immediately announced 5S.
It fully demonstrates the three colors of silver, black and gold of the 5S, as well as the high-precision aluminum casing, and then the indispensable bragging about the chip.
This time it’s the new generation A7.
Emphasis was placed on the 64-bit architecture, the size of 102 square mm2, etc., and the performance was also compared. Of course, Apple's competitiveness did not allow them to compare with other companies. They only compared how much they were ahead of their own products, and how many times it was the original iPhone.
For example, the CPU processing performance is 40 times that of the first-generation iPhone, and the GPU graphics processing power is 56 times that of the first-generation iPhone.
There is no mention of the neural network engine, the specific performance of the CPU or GPU.
There is no other way, the A7 is too far behind the Shenlong M2.
This time it’s all about the difference. You must know that the A7 is only a dual-core CPU, and this time it also uses the 28nm process in terms of single-core performance, multi-core performance, energy efficiency, etc., and the Shenlong M2 has completely caught up with the world’s best.
level.
After all, the research and development expenditures of one to two billion are not in vain.
Xinghai 2/2Pro has been on the market for such a long time, and everyone has a clear understanding of the specific performance of Shenlong M2. Apple is no exception and has no intention of confronting it head-on.
Of course, Apple did not forget to brag about a newly equipped co-processor called M7, emphasizing the M7's assistive processing capabilities.
Then there is the inevitable mobile game demonstration.
However, the disappointment on the faces of the audience was becoming more and more difficult to conceal.
After Schiller finished talking about the details of the camera, he highlighted a feature called Touch-ID, and the audience was disappointed to the extreme.
Then it finally came to the finishing stage.
The starting price is $199 for the two-year contract version.
The last step is to announce the listing plan, which will be open for pre-order on September 13th and will be launched on September 20th.
Focus on China becoming one of the countries where the new iPhone will be launched globally.
It is mentioned that it will be launched in 100 countries around the world in December and cooperate with more than 270 operators.
Then the press conference, which was 14 minutes shorter than the original 75 minutes and lasted only 61 minutes, finally came to an end.
…………
Subsequently, Apple’s official website was updated with new products.
This time there will be more details on the selling price and other aspects.
The 5C no-contract version starts at $549.
Compare 1C
Starting at US$629, there is a price difference of US$80, which is equivalent to 500 yuan when converted into RMB, which is considered to be a step below the price, forming a competitive price-performance advantage in terms of price.
The 5S starts at US$649, compared to the Xinghai 2 which starts at US$859, and the Xinghai 2 Pro which starts at US$1,199. The difference is even further.
It’s not that Apple has lowered prices this time.
That's not the case.
But Xinghai’s overseas pricing is not low to begin with. This is the inevitable result of different origins and different market positioning.
For example, after the Mi series flagship phones went abroad, the price in overseas markets was not far behind that of Apple. For example, the standard versions of the later Mi 12 and iPhone 13 machines started at US$749 and US$799 respectively.
However, generally speaking, although the overseas pricing of domestic mobile phone manufacturers is generally higher than that of the domestic market, they rarely surpass Apple at the same level. There is usually a slight gap, ranging from tens to hundreds of dollars.
Xinghai is not the case. From the beginning of its birth, it has been the brand with the highest unit price and highest sales volume among mass-market smartphones in the world.
Therefore, compared with the domestic market, the Xinghai brand has more high-end tones in overseas markets...
If the detailed selling price disclosed on Apple's official website of America is consistent with the previous pricing strategy, then when netizens opened the official Apple website in China, they immediately discovered the difference.
The starting price of the 5C is set at 4,088 yuan, which is cheaper than the 4,199 yuan starting price of Star Ocean 2. Although it is not the same level benchmark, this price is slightly unreasonable, because usually the price of the Hong Kong version is significantly lower than that of the mainland, and this
The difference is very small.
The price of the Hong Kong version is more than 3,700 yuan converted into RMB.
According to past pricing strategies, the National Bank version of 5C should be priced starting at 4,488 yuan... which was also the actual price that year.
The starting price of the 5S has also been slightly lowered, priced at 5,088 yuan, which is 200 yuan cheaper than the price of the year.
Anyway...
It can be seen from various strategies that Apple attaches great importance to the challenges brought by the Xinghai brand and is trying every means to break the deadlock.
And the netizens who eat melon couldn't bear it anymore and started to vent their emotions.
Ami: "The 5C is really a complete product. The chip does not change, the design does not change, and the casing is replaced with plastic. How is the positioning different from the XingHai1C? Just follow the picture, has Apple fallen to the point of imitating other brands?
Has it reached the point of strategy?!"
Ah San: "Be patient and wait for XingHai
2/2Pro has landed in our market, Apple is no longer worthy of my expectations, and my patience has completely run out."
Konishihachi: "...I'm not saying that if you want to buy Apple, it's better to buy Samsung directly..."
Xiaori: “I gave up my final fantasy about the iPhone series.”
Monkey: "I didn't expect that the Xinghai brand would rise so quickly, and I didn't expect that Apple's underpants would be ripped off so easily. It can be said that an era is gradually beginning to end, and the Xinghai era has just begun."
"..."
…………
The online discussion brought about a direct market reaction, and Apple's stock price fell in response, but the magnitude was not too great.
At the same time, although it was already past two o'clock in the night, Wen Liang and others were still gathering in the office to discuss US interests.
"Do we no longer need to arrange marketing? The anger of overseas consumers is already strong enough, and they will not be happy for Apple to sit back and relax."
Chen Jiaxin was the first to propose the idea.
"And since we are long, the rise in Apple's stock price will be more beneficial to us."
Tangpu also expressed his agreement: "I agree with Jiaxin's opinion. Unless we sell immediately now, we should be neutral. Adding fuel to the fire will only cause Apple's stock price to suffer heavy losses."
"I also think we can be neutral."
At this time, Wang Wanyu made a brief summary report: "In the past 12 transactions, under Apple's own intentional maintenance, Apple's stock price has risen slightly, with a comprehensive increase of almost 13%. In other words, we have been long in these 12 trading days.
There was a profit of US$600 million."
"Apple's market capitalization has been relatively sluggish since it reached a historical high of more than 620 billion U.S. dollars in 2012. In the past 30 trading days, it has been fluctuating within a range of about 10% of the market value of 450 billion U.S. dollars..."
She did not give direct advice.
It just describes the known information in detail.
The range of fluctuations in Apple's market capitalization is actually quite impressive, with the lowest value almost falling below US$400 billion and the highest value almost returning to US$500 billion.
Wen Liang thought for a while and made a decision: "I think we don't need to worry about the specific trading. According to the current market situation, we can sell first. If the stock price drops sharply, then buy and then go long. Anyway, be a T pair of professional traders."
It’s not complicated for marketers.”
"As for public opinion marketing in overseas markets, we are still promoting it. It should be said that we will promote it with greater strength."
"Maximizing interests is only an ideal possibility, and the smaller interests of an asset management company, which cost no more than US$2 billion at most, cannot affect the greater interests."
"If it can severely damage Apple's performance in the secondary market, why not do it?"
"That's one thing."
"On the other hand, everyone is not optimistic about Apple's performance in the business market right now. They all believe that Apple's performance in the stock market will continue to decline. The number of short orders is terrifying, and the total amount is almost five times Apple's market value."
"I believe that even U.S. stocks, which boast that freedom of trading is the core value of the market, will become anxious when faced with large short-selling fluctuations exceeding US$700 billion, and may even pull out the network cable if they become anxious. Don't underestimate the power of Apple shareholders."
After hearing Wen Liang's views, Chen Jiaxin spoke first, shaking her head and sighing: "I have come into contact with so many people and things this year, but compared with Mr. Wen, I still look like a babbling child."
"It's not necessary to be so exaggerated." Li Ze laughed, "Mr. Wen can easily grasp the core interests and derive the answer by deducing the development process backwards from the results."
Tang Pu joked from the side: "It must be Mr. Ze."
The atmosphere in the office suddenly became relaxed.
Once the matter is finalized, it will be much simpler to handle it.
…………
Later, as talk about Apple's new products in overseas markets intensified, some marketing teams employed by Peixuan, including Peixuan itself, began to gather to make trouble.
The first point to target is the 5C product.
"It's a stupid move. 5C is a stupid move among stupid moves. In order to deal with the threat posed by an emerging brand, it actually lowered its value! Apple's senior management is simply confused. I think Tim's brain has been screwed up by his boyfriend.
eaten!"
"I never thought that Apple would one day degenerate to the point where it pays attention to appearance and color. It really makes me laugh to death, and it is a complete defeat before it even starts!"
"5C is really full of cheapness and plagiarism."
"Why aren't investment banks making a fuss now? Shouldn't they issue a text message to lower Apple's stock rating?"
"..."
This rhythm is easy to create but difficult to destroy.
Next is for 5S.
"The most unoriginal product in history. It feels like it has lost the soul of the iPhone, and even fingerprint unlocking has been moved over. It's really shameful!"
“I have to say that Apple’s new product launch can now be called the worst in history!”
"Apart from the press conference, Apple is like a headless fly, panicking and choosing the right path. Not only has China been included in the launch of new products, but it has also lowered the sales price in China, and the reduction is not small!"
"Disappointed, I can't find any other words other than disappointed!!"
Amid various rhythms, Apple's stock price also began to fluctuate.
Some good news media have begun to exaggerate this day and call it Black Monday, because America on the 9th falls on a Monday.
Apple shares are once again hovering near $450.
This caused countless onlookers to increase their interest in Apple shorts, and many people even participated in the battle in person.
Everyone is no longer paying so much attention to the lackluster autumn conference, but wants to gain a little bit of their own benefits in this capital gluttony.
Bolang is still sparing no effort to promote overseas rhythm, no matter how rough it is.
…………
Then, the development of things did not go beyond Wen Liang's considerations.
As Apple's stock price continued to fall, with the amplitude reaching as high as 25% that day, Apple's shareholders gradually became unable to hold back.
It began to frequently make small noises, barely resisting the impact of market inertia, and allowing Apple's stock price to stabilize at an extremely high amplitude.
Trading hours for the day will end soon.
As of the close of trading, Apple's stock price had only fallen slightly by 79%, a figure that no one expected.
After the market closed, Apple's own actions began to appear one by one.
First, Schiller, who is the president of marketing, made some public statements, showing Apple's efforts from the side and setting an example for some people.
It means that if you follow certain people, you will definitely get soup.
Secondly, Tim went out in person and accepted an interview with him on a well-known TV station.
The shareholders and capitalists behind Apple have also begun to take action.
Then there are a lot of gossips, such as Apple has begun preparations for the next generation of products, Apple will use an unusual chip to reverse the decline, etc.
On the morning of the 10th Eastern Time, Nasdaq had just opened, and countless people immediately appeared at the door of Apple's headquarters.
However, these did not affect Apple's stock price at all, and actually contributed to the rise in Apple's stock price.
Apple's stock price soared 19% that day, causing a huge amount of investors to liquidate their positions in an instant!
At this time, the cruelty of the market has just begun to show signs!!