Apple replaces small-screen mini with big-screen Max, then sells iPhones more expensive

In the fall of 2020, Apple unexpectedly launched the iPhone 12 mini, which is not only Apple's launch of four new iPhones in a year, but also the first mini model of the iPhone.

The iPhone 12 mini does not use "shrunk" hardware specifications, but only reduces the size, which is almost the same as the iPhone 12.

It has also become the new product with the most attention and discussion at the press conference that year. Even though its small size makes its battery life worrying, and it cannot be dual-card dual-standby, it still makes many "small screen" enthusiasts salivate.

▲ The iPhone 12 mini is smaller than the iPhone 8 Image from: macworld

The appearance of the iPhone 12 mini also seems to give a touch of freshness to the mobile phone market. It turns out that "small screen" mobile phones can also be fully equipped.

If the iPhone 12 mini can gain certain market favor within an update cycle, it is very likely that many Android manufacturers will re-emphasize these specific needs.

The iPhone mini series is replaced by the large-screen Max

However, the ideal is full, and the reality is skinny.

The popularity of the iPhone 12 mini is high, but it cannot be converted into solid sales, and most consumers are "disgusting with integrity."

▲ The unnamed picture on the mini series list comes from: Counterpoint

Two months after its release, the iPhone 12 mini accounted for only 6% of the overall sales of the iPhone 12 series that year, and Apple also discontinued its production ahead of schedule.

A year later, Apple still released the iterative iPhone 13 mini, which is similar to the 12 mini, which is a reduced version of the iPhone 13.

▲ iPhone 13 series pictures from: XDA

Relatively speaking, the iPhone 13 series is more like an S enhanced version. Without major innovations, it is naturally difficult to prompt mini users to iterate. The iPhone 13 mini accounted for an even lower percentage of total sales, at 3%.

Different from the iPhone 13 (12), which is a "golden oil", the mini series has extremely distinctive features and pays attention to a Phone Life Banlace. There is a sense of leisure and contentment, and the feeling of retreating to the countryside.

But this is not a mass market demand, limited to a small group of users.

For the consumer electronics industry, it is far more difficult to make products smaller and more refined than larger, and more precise processing requirements will obviously have a high cost.

The mini series, which has been weakening for two consecutive years, is likely not to appear in the iPhone series this year or even later.

As early as March this year, there were many sources claiming that Apple would cancel the mini in the iPhone 14 series and replace it with a Max (Plus) series with a larger screen.

▲ The rumored iPhone 14 series pictures from: theapplehub

In this way, the digital series for the public has become the iPhone 14 and iPhone 14 Max (Plus), while the Pro series is still the iPhone 14 Pro and iPhone 14 Pro Max, and the screen sizes of the two series correspond.

As for the small-screen mini series, it will be cancelled, and it should not appear in SE in the future. The iPhone SE is more inclined to the old iPhone mold, which is likely to be the iPhone XR and iPhone 11.

The mini series did not sell well, and the root cause was still too expensive

The cancellation of the mini series can be attributed to poor market performance, but the deeper reason is "pricing".

The mini series corresponds to "small screen" and small volume. In the impression of many users, such a configuration should often have a more "reasonable" price.

The mini series without a simple configuration is actually classified as a "flagship series", and its price is the same as that of the regular-sized iPhones of all dynasties, starting at $699 (5,499 yuan).

Looking ahead, this price is the same as that of the iPhone 11, Phone 8, and iPhone 7, all of which are the entry price of the flagship of the year.

Before the appearance of the genuine mini, the "small screen" series was actually undertaken by the iPhone SE series. At the same time, the iPhone SE is also the cheapest iPhone.

▲ iPhone 13 Pro and iPhone SE 3

After the launch of the iPhone mini, there was a real “increase in volume and price increase”. At a price close to $700, the mini with distinctive features is no longer the best choice. Instead, I would rather add an additional $100 to choose the iPhone 12 with a larger screen. (13).

As for the flagship-positioned mini series, in the end, it has only become the choice of "fanatic" fans of small screens.

Under the high price, the shortcomings of mini products are infinitely magnified, the inconvenience caused by the small screen, the battery life caused by the small battery, the aging of the lithium battery caused by frequent charging and discharging, and the frequent diving due to poor sales and pricing.

▲ iPhone XR was the best-selling mobile phone in the world in 2019

This situation is the same as the previous "anti-sky pricing" iPhone XR ($749, 6499 yuan).

After the official price adjustment , the frame and screen resolution of the iPhone XR are no longer defects, but the colorful color matching makes it a popular model of the year.

If Apple wants to boost the market performance of the mini series, reducing the price to a reasonable range is a (possibly the only) feasible solution.

▲ iPhone SE 4 may replicate the appearance of iPhone XR

But below $699, there are also previous-generation products, as well as the iPhone SE series, and the price reduction is likely to affect the sales of other products.

At the same time, it is unprecedented to reduce the price of an iPhone (especially a flagship) when there is no subsequent update model.

As a result, the iPhone mini series is likely to enter history.

increasingly expensive iPhones

From the appearance of the iPhone 12 series mini to the iPhone 13 series mini, both generations of iPhones have followed a pricing gradient of $100 to upgrade, which is $699, $799, $999, and $1,099, respectively.

And the Max (Plus) that appeared in the iPhone 14 series is likely to break this setting.

The iPhone 14 remains at $799, and the iPhone 14 Pro/Pro Max is $999/1099.

The iPhone 14 Max (Plus), which has a larger screen than the iPhone 14, could be priced at $899, completing the overall price increase for this year's iPhone lineup.

The larger-screen iPhone 14 Max (Plus) is also very likely to become the explosion of this generation and become a growth point for this year's iPhone.

In this way, even if the overall sales of the iPhone 14 series does not increase, the unit price of the iPhone 14 will increase as a whole due to the adjustment of the overall selling price, which will eventually bring enough sales to Apple.

In fact, not only has the overall price of the iPhone 14 series increased, but throughout the history of the iPhone's development, its pricing has also been increasing.

Before the iPhone 6, Apple would only launch one flagship per year, priced at $649. Starting with the iPhone 6, Apple implemented a dual-machine strategy, and the Plus version naturally increased the price to $749 (a $100 price increase).

When the iPhone X appeared, the $999 Pro-level price became the pricing of Apple's high-end product line.

At that time, the iPhone 8 and iPhone 8 Plus were more of a product line for the masses, while the iPhone X was a Pro-level.

▲ iPhone XS Max

The next year, the iPhone XS Max made the iPhone hit $1,099 (9,599 yuan), making it the most expensive iPhone in history.

In the follow-up, the iPhone 11, iPhone 12, and iPhone 13 series all maintained the pricing strategy of starting at $699 and capping at $1,099.

The product line is constantly subdivided, and while the overall price is rising, the iPhone XR, iPhone 11, iPhone 12 mini and iPhone 13 mini with the lowest price are actually a “price anchor” for the iPhone.

These products often have obvious "defects", the thick frame of XR and 11, and the size and battery life of 12 mini and 13 mini.

Under the "price anchor", the user's perception has formed a certain "proportional bias", and in comparison, they are more willing to pay an extra $100 to obtain a more "value-for-money" result.

Among the iPhone 14 series, the iPhone 14 will soon be the new "price anchor". It is rumored that the iPhone 14 and iPhone 14 Max (Plus) will still use the A15 SoC. In this case, adding money will get a larger screen and more The appearance of recognizability will make many users feel that they are "taking advantage".

Apple continues to set up price anchors to increase the "customer price" business behavior. In fact, it is not limited to the iPhone, and has been extended to mass consumer product lines such as Apple Watch , MacBook Air, and MacBook Pro.

Judging from the product line in previous years, the adjustment and upgrade of Apple's product line has an upgrade strategy similar to that of Tik-Tok in the chip industry, which changes almost every two or three years.

The core of its change is how to obtain higher sales volume, profit and increase the "customer unit price".

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