Airpods Max headphones sell for 4399 yuan. Is it really an IQ tax?

Earphones and other accessories were not the focus of hardware manufacturers before. However, since the popularity of Apple’s airpods, more and more manufacturers have begun to pay attention to such accessories. With the high price of airpods, Huawei, Xiaomi, vivo, oppo and other manufacturers have many brands to play, such as benchmarking with the price of airpods, or directly launching the “youth version” The price of the product is in reverse contrast to that of airpods. Driven by a number of mobile phone manufacturers, the wireless headset market has also begun to heat up. According to apple, the headset is equipped with apple H1 headset chip, supports Bluetooth 5.0, and has high fidelity sound quality, active noise reduction, spatial audio and eye-catching design. The outer layer of the earmuff is made of anodized alumina metal. The body of the earmuff supports independent rotation to balance the pressure on the ear. < / P > < p > there are two buttons on the right ear muff, one is noise control button, the other is digital knob. The buttons of airpods Max also support multi-functional interaction, such as calling out Siri, adjusting volume, switching songs, etc. The top of the earphone is made of hollow fabric to disperse the weight and reduce the pressure on the head. < p > < p > airpods Max is available in five colors: white, dark gray, blue, pink and green. The weight is 384.8g, and the maximum service life is 20 hours. It can be charged for 5 minutes through the lightning port and can be used for 1.5 hours. The price is 4399 yuan. < / P > < p > the package list also includes a smart headset cover. When airpods Max is put into the smart headset cover, it will enter the state of ultra-low energy consumption, which can save electricity. The weight of the smart headset cover is 134.5g. According to Apple’s official website, it will be on sale from December 15. However, according to Guo Jing’s Internet circle, its delivery information shows that the expected delivery date is 12-14 weeks, and each customer is limited to 2 units. The official website also provides free engraving service. < / P > < p > like all new products launched by apple, airpods Max has been hotly debated by the outside world after its launch. The most controversial issue is the extremely high price of the airpods max of 4399 yuan, which is far beyond the psychological price of most people for a headset. It’s just a headset, and its price is even higher than that of Huawei, Xiaomi, vivo, oppo and other mobile phone manufacturers. Is apple charging “IQ tax” in the end? < / P > < p > the small market will gradually become larger. Apple’s development route in the hardware market is not radical. Whether it’s iPhone, MAC, iPad, or apple watch and accessories products, a bright technology of Apple’s new products is not the first in the industry. Apple’s more innovative points lie in multi-functional aggregation and appearance design. Although wireless Bluetooth headset has been born for many years, apple did not launch its first wireless headset product airpods until September 8, 2016, and then successively launched airpods 2, airpods pro and airpods max. < / P > < p > the wireless headset itself, but with Apple’s push, the entire market has begun to grow. According to the data, the sales of wireless Bluetooth headsets will increase by 200% in 2019, among which nearly 60 million pairs of airpods will be sold in 2019, and the delivery volume of airpods will double that of last year. Sales of airpods are expected to reach $6 billion in 2019. < / P > < p > since last year, the growth of global smart phones has slowed down. However, hardware products such as wireless headphones have become new business growth points for major hardware manufacturers. Apple is deeply aware of the huge market for wireless headphones. With Apple’s brand effect, Apple’s competitiveness in the ear market is no less than that of mobile phones. After the market became larger, apple naturally paid more and more attention to it. < / P > < p > product pricing itself is a kind of knowledge, just like the early millet price of 1999 yuan, it has gradually made its own “cost performance” reputation. < / P > < p > Apple is a “master of the best” in terms of product pricing. In order to give users the illusion that the price has not increased, Apple has directly cancelled the attached headphones and charging heads for its new iPhone 12 series launched in the autumn of 2020. < / P > < p > the pricing of airpods Max also fully demonstrates Apple’s pricing philosophy. Apple’s first price trick was the iPhone x launched in the fall of 2017, which starts at 8388 yuan, far higher than the iPhone 8 and iPhone 8 plus. But I didn’t expect that although the price of iPhone X was higher, it became the best one among the three mobile phones of that year. In the fourth quarter of 2017, Apple’s net revenue reached 88.293 billion US dollars, a record of Apple’s history. < / P > < p > the price of the first generation of apple airpods is 1276 yuan, and the later airpods 2 and airpods Pro are sold for less than 2000 yuan. From the products of Sony, JBL, beats and other manufacturers, the price of headset is generally higher than that of common wireless headset products. Therefore, if Apple wants to launch a headset, its price will certainly be different from that of the airpods series, but the actual price is far more than the user expected. < / P > < p > the pricing of airpods Max 4399 yuan is mainly driven by two factors. One is that the price of airpods is pulled apart, just as the price of iPhone X and iPhone 8 is pulled apart. Apple has launched two products, high and low, and the right to purchase is in the hands of users. As for apple, whether users buy airpods or airpods max, apple always benefits. Secondly, apple can only do high profit business. Fomalhaut’s dismantling of the iPhone 12 found that the cost of the iPhone 12 is $373, while the starting price of the iPhone 12 is 6299 yuan. The same is true for iPhone 11, iPhone XR and other products. Apple will only do business with high profits. Therefore, if Apple wants the airpods Max to maintain its consistently high profit margin, it must do something about the pricing. < / P > < p > from the perspective of Apple’s previous pricing style, excessive pricing will not be a big problem for apple. As long as the product itself has enough bright spots, a large number of consumers will flock to it. Just like the airpods with a price of more than 1000 yuan, it is far higher than that of the same series of products from its friends, but airpods has been successful. < / P > < p > Apple set the price of airpods max at 3800 yuan, which is not much different from the current price of 4399 yuan. To a certain extent, those who can’t afford it will still not buy it, while those who are willing to buy will not care about the price. < / P > < p > after the iPhone 12 was released, apple gradually cancelled the accessory headset. Therefore, for future iPhone users, they can either buy airpods or only buy airpods max. < / P > < p > back to the product itself, apple, which is good at storytelling, will not give up any opportunity to promote the product. Airpods Max also has many design highlights, such as dome design at the top, outer layer of anodized aluminum metal earmuff, rotary button and smart earphone cover. Other earphone manufacturers may make innovations in the product itself, but who would have thought that headphones need to be made with a very high looking earphone cover? The weight of the headset + headset is more than 500g, but apple can keep the airpods Max scarce in appearance. In terms of sound quality, the spatial audio function of dynamic head tracking, adaptive equalization function and active noise reduction function also make airpods Max very attractive. < / P > < p > therefore, we can’t simply use “IQ tax” to treat airpods max, which includes both Apple’s expectation of profit margin and Apple’s consideration of differentiation of existing product lines. < / P > < p > will anyone really buy a headset with a price of 4399 yuan? Many people must have this question. We can see the sales volume of airpods Max from two aspects: < / P > < p > first, the global market. In the global market, Apple’s reputation and influence are not bad. According to the data released by IDC, in Q3 2020, the global iPhone shipment volume was 41.6 million units, a year-on-year decrease of 10.6%, ranking fourth in the global market. < / P > < p > in fact, it has something to do with the delayed launch of the iPhone 12. In the Q1 and Q2 quarters of 2020, the world’s iPhone shipment is ranked the third, and Q2 is the only mobile phone manufacturer to maintain positive growth among the top five mobile phone manufacturers. < / P > < p > in the global market, there are still a large number of consumers willing to pay for apple, so the high price of airpods Max is not a problem for them. When airpods first came out, the outside world agreed that its price was too high and no one would buy it. However, under the leadership of many stars, airpods gradually became popular, and more and more users began to follow the footsteps of stars and use airpods. < / P > < p > the situation of airpods Max is likely to be similar to that of airpods. At first, most consumers were scared by its high price. However, for stars and fashion groups, they paid more attention to whether the product is easy to use, and the price itself is not a problem. As long as airpods Max can meet their expectations for the quality of headphones, stars will not let it go. < / P > < p > some people think that airpods Max has no obvious Apple logo, and it may be difficult to have the degree of identification, but airpods does not carry the apple logo, but consumers can recognize it as airpods at a glance. In fact, airpods Max also has a certain degree of identification, such as dome design, anodized aluminum metal earmuff outer layer, and rotary button. As long as someone wears it, consumers can easily identify it. < / P > < p > Second, the Chinese market. Apple’s performance in the Chinese market is not as good as that in the global market. In Q3 of 2020, the number of iPhones shipped in the Chinese market was 7 million, ranking the fifth, with a 13.1% year-on-year drop in shipment. < / P > < p > for Chinese consumers, the price of airpods Max 4399 yuan is indeed a little high. According to Guo Jing’s Internet circle observation, on an e-commerce platform, the cumulative monthly sales volume of all the brands with the price above 3000 yuan was less than 1400 units, while the highest monthly sales price of headphones was 68 yuan, with sales volume of 55000. The sales of airpods with a price of 799 yuan reached 63000 in February and 22000 in a single store. < / P > < p > of course, it does not mean that there is no market for airpods Max in China. On the contrary, in recent years, the popularity of intelligent hardware products in the Chinese market is very high, but consumers are more conservative about hardware products with luxury pricing. Just like airpods, unless it is popular enough and has high-quality feedback from a large number of primary users, more consumers will come in later, otherwise, consumers will not follow suit. < / P > < p > the Chinese market is characterized by the need for a certain degree of word-of-mouth fermentation. In this case, it is difficult for the first generation of airpods Max to become popular. It may not be improved until the second and third generation of airpods Max products in the future. Continue ReadingStraight screen S20! Samsung Galaxy S20 Fe exposure: 1Hz high brush + snapdragon 865