網友八大刁鉆視角吐槽iPhone 5C
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??? 蘋果新品發布會后，蘋果股價大跌。 ??? 蘋果公司（Apple）本周二公布了iPhone 5C的價格——合約價99美元或199美元，不帶合約的549美元或649美元。從分析師們的報告來判斷，這種定價是導致蘋果股價周三開盤即下跌27美元（5.5%）的罪魁禍首。 ??? 很明顯，華爾街認為iPhone定價過高，蘋果首席執行官蒂姆?庫克在定價決策上出現了重大失誤。 ??? 也許華爾街說的沒錯。 ??? 下面這些網友的評論（其中許多直接摘自科技博客Apple 2.0的留言）提供了另外一種視角： ? “它的外觀和手感都很贊，有著量身定制的組裝和堅實的觸感，完全不像是一款披著塑料殼的手機。多花點錢買iPhone手機物有所值。如果你不同意這個說法，那好，我們的iPhone不賣給你。”——Stratechery網站，本?湯姆森 ? “只要市場認為蘋果的iPhone值得那么高的溢價，蘋果盡可能攫取高收益、剝削死忠用戶的戰略就能繼續奏效。這就是市場份額的幽靈，純粹是用杜撰的小說來嚇唬小孩和華爾街。”——讀者，約翰?科克 ? “蘋果仍然希望挺進新興市場，問題是蘋果想以40邁的速度前進，而投資者期望的是70邁。”——Piper Jaffray公司，吉恩?蒙斯特 ? “（蘋果）可能會丟失一部分市場份額，但是蘋果在智能手機市場的玩法是瞄準那些更有錢的用戶，他們才是愿意花更多錢購買軟件的人群。APP開發人員選擇支持哪個平臺的時候，他們重視的兩大因素其一是平均每位用戶的APP消費額，其二是用戶總數。蘋果明白自己無法在用戶總數上獲勝，所以把精力放在擴大高富帥用戶和死忠用戶人數上面。”——讀者，雷達?貓 ? “蘋果這步棋是要把iPhone打造成兩個細分家族，就像MacBook旗下擁有Airs和Pros兩大系列一樣。你可以把5C看作Air，把5S看作Pro，或者就像iMac和Mac Pro一樣。iPhone正在成長為一個產品家族。”——Daring Fireball公司，約翰?格魯伯 ? “劣質低價路線將導致產品在消費者心目中貶值。蘋果在中國是一個激勵人心的品牌，被視為科技界的路易威登。看看蘋果專賣店在上海的地理位置，它們位于上海最高端大氣上檔次的購物街——淮海路和南京東路。浦東蘋果店則效仿紐約第五大道蘋果店，地理位置同樣霸氣。一方面，蘋果需要下調價格以擴大用戶群；另一方面，蘋果必須很好地平衡，不能損害品牌價值，破壞品牌形象。要知道，高端品牌形象是蘋果付出了多年努力才換來的。這是一種非常微妙的平衡術。”——讀者，肯?程? |
??? Judging from the analysts' reports, the prices for the iPhone 5C that Apple announced Tuesday -- $99 and $199 with a contract, $549 and $649 without -- are the main reason Apple's shares opened $27 (5.5%) lower Wednesday. ??? Wall Street has apparently decided that pricing the iPhone so high was a major blunder on Tim Cook's part. ??? The Street may be right. ??? But here are some alternative views, many taken directly from Apple 2.0's comment stream: ? "It looks and feels amazing, with a "bespoke" assembly and "solid dense feel you would not expect from a plastic product." Paying more for an iPhone is worth it... If you disagree, well, we won't sell you an iPhone. -- Stratechery's Ben Thompson. ? "So long as the MARKET thinks that Apple's iPhone's are worth a premium price -- and it does -- Apple's strategy of skimming the highest profits and the best customer's will work. The bogeyman of market share is just that -- a made up fiction used to scare small children -- and Wall Street. -- Reader John Kirk. ? "Apple still wants to be part of the emerging markets, but they want to go at 40 mph where investors were looking for 70 mph." -- Piper Jaffray's Gene Munster. ? "[Apple] may lose market share, but the game in smartphones for Apple is to capture a significant share of more affluent smartphone users; those who will purchase more content for their phones. App spending per user is one of two significant factors developers look at when determining which platform to support; the other being overall number of users. I think Apple understands it cannot win in the war for overall number of users, so its focusing its efforts on building a base of affluent and engaged users." Reader RadarTheCat. ? "This move is about establishing the iPhone as a two-sibling family, like how the MacBooks have both the Airs and the Pros. Think of the 5C as the Air, and the 5S as the Pro. Or iMac and Mac Pro. The iPhone is growing up as a product family." Daring Fireball's John Gruber. ? "Lower prices thru lower quality product also lowers perceived value. As an aspirational brand in China, Apple is perceived as the Louis Vuitton of tech. Look at where Apple Stores are located in Shanghai. They're on the most exclusive and expensive shopping streets in Shanghai, Huaihai Road and East Nanjing Street. In Pudong, you have a store that mimics the 5th Avenue NY store, with its iconic location. So, on the one hand, Apple has pressure to reach more of the market by lowering prices, but on the other, Apple must balance that by not lowering value, as that would hurt the brand image that it has worked so hard to achieve. It's a delicate balancing act. Reader Ken Cheng. |
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