IPhone can’t hide the decline, where is apple going?

Apple is the world’s leading smartphone brand, and its every move has attracted the attention of the outside world. Although it is facing the strong encroachment of Android camp, the outside world generally hopes that apple can come up with a more convincing product in the future. < p > < p > after experiencing the great success of the iPhone 11 series, Apple seems to speed up the upgrade of the next generation of flagship computers. For example, the price of Beidou navigation + A14 processor, which is released on September 16, is more touching! On April Fool’s day in 1976, apple, a great technology company, was founded in Silicon Valley by Steve Jobs, Stephen Wozniak and Ron Wayne. In May of the same year, the leather bag company successfully fooled a local computer store called the byte shop to order apple I without any prototype at a price of $500. The talented Wozniak and the eloquent Steve jobs not only convinced the supply chain to sell accessories to them on credit, but also completed the assembly and final delivery of the computer. In April 1977, Apple II, the first complete PC in human history, was officially launched and achieved great success. < p > < p > on January 9, 2007, the masconi Convention and Exhibition Center in San Francisco, the United States, witnessed by developers and loyal fans all over the world, jobs launched the first generation of iPhone. Smart phones came to the world. With the subsequent rise of 3G network, the era of mobile Internet swept the whole world. < / P > < p > thanks to the success of the iPhone and the software and service system based on the device, Apple has been one of the most valuable and profitable companies in the world for a long time. < / P > < p > the core business hardware manufacturing business is mainly iPhone, MAC, iPad and IOT equipment; software development and service business mainly includes payment, music, news, games, etc. < p > < p > under the leadership of jobs, Apple has become a unique, super intelligent hardware and ecological service company with the ability of hardware design, manufacturing, chip, operating system and application ecology. < / P > < p > since Apple raised the unit price of iPhone to around 10000 yuan in 2017 and has continued to this day, Apple has experienced a sharp decline in its shipment over the years, especially in China’s smartphone market. < / P > < p > according to IDC data, Apple’s iPhone sales in the Chinese market fell by 11.7% in 2018, including a 19.9% decline in the fourth quarter. < / P > < p > later, Apple’s price was lowered for a time, which made sales rebound. This means that Apple’s shipment volume has changed from value driven to price driven, which indicates that Apple’s innovation ability has been greatly weakened. Industrial innovation can be roughly divided into three levels: product and user experience innovation, industry application and solution innovation, and core technology and platform innovation. < / P > < p > taking the upcoming 5g as an example, as early as January 2018, Qualcomm announced the “5g pilot plan”, which greatly supports China’s smartphone industry to seize the global opportunities of 5g, and will promote the widespread commercial use of 5g smartphones. < p > < p > the commercialized 5g mobile phone makes Chinese mobile phone manufacturers take the lead in the innovation competition with apple. The reason is very simple. Due to Apple’s lack of core technology innovation and patent litigation with Qualcomm, Apple will not be able to enjoy the innovation of Qualcomm in 5g field. < / P > < p > results in 2019, major manufacturers in the world will gradually reach a settlement with Qualcomm. Among them, Apple will settle with Qualcomm first. Apple will pay $4.5 billion to Qualcomm. Qualcomm will provide apple with 5g communication baseband for five years. Of course, there are also reports that apple is developing its own baseband chip. However, given that the complexity of baseband chip is far more than that of AP, it is predicted that Apple will not really adopt the self-developed baseband chip in the short term. < / P > < p > in addition, Samsung launched its first folding screen mobile phone in 2019, which made us feel the new form of smart phones in 5g era, followed by Huawei. < / P > < p > as we all know, in the 5g era, everything is interconnected, and the massive intelligent connection will cover all life scenes. As the smart device that people carry with them, mobile phones will still be the core of the Internet of things in the future. However, the demand for video, games, file processing and so on is pouring in. It is obvious that a mobile phone screen can no longer bear so many responsibilities. In 5g era, mobile phone screen needs to be changed again. < / P > < p > although folding screen phones can’t become the mainstream of the market in the short term, Apple has obviously lagged behind its competitors from the perspective of demonstrating innovation. < / P > < p > while innovation is weak and value is weakened, Apple has to take the edge in order to maintain high profits. The most typical strategy is to substantially increase the ASP of iPhone and squeeze the supply chain manufacturers it cooperates with. < p > < p > take mobile phones as an example. According to the second quarter financial report of this year, compared with apple, Samsung and Huawei also saw a double-digit decline, but iPhone sales still reached 36.7 million units, only 0.4% down. < p > < p > therefore, without a significant decline in iPhone sales in this quarter, iPhone revenue still showed a year-on-year decline. In other words, iPhone revenue is completely within the normal level this quarter, even under the influence of the epidemic, sales have not been greatly affected. < / P > < p > in the second quarter, the revenue of wearable, family and accessories increased by 22.5% compared with the same period last year, which was the highest in the second quarter of previous years; and the revenue of service category was $13.348 billion, which was also a record high for apple. However, the proportion of iPhone revenue in Apple’s overall second quarter dropped from 69.4% in 2015 to 49.4% in 2020, while the proportion of services increased to 22.9% and the proportion of wearable products increased to 10.8%, which has surpassed iPad and MAC as Apple’s third largest revenue source. With iPhone as the main force, on the one hand, hardware sales remain strong competitiveness; on the other hand, the scale of software and service business is growing. According to the data of fiscal year 2019, Apple’s iPhone sales revenue was $142.381 billion, down 14% year-on-year; software and services revenue was $46.291 billion, up 16% year-on-year. < / P > < p > sales revenue from the wearable market is growing, with a turnover of $24.482 billion in fiscal year 2019, up 41% year-on-year. In Cook’s strategic arrangement, the greater value lies in human health management, and the imagination space lies in the huge medical service market. < / P > < p > and ICAR, which is being developed, is undoubtedly the core focus of Apple’s future business. According to Apple’s capital distribution and patent application, some people in the industry believe that the ICAR will be the next Apple’s interactive terminal, that is, the next generation interaction mode in the AI and 5g era, and will take the lead in landing on ICAR, an intelligent electric vehicle. 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