It is reported that Apple has begun to evaluate the plan to launch an iPhone with a screen from 4.8 inches to 6 inches. Using a 6-inch display means that it will have a major breakthrough compared to the 4-inch iPhone 5 launched in May last year, and it will also become one of the largest phones in the market.
Similar to this plan, it means that as the competition with Samsung Electronics further intensifies, Apple is further upgrading the company's smartphone strategy to find new growth engines. Partly by launching a series of devices of different styles and prices in the market, Samsung Electronics has already taken a leading position in the global smartphone market. On Wednesday, Samsung Electronics launched the Galaxy Note 3 with a 5.7-inch screen.
It's unclear whether Apple will eventually adopt a multi-size, multi-device strategy after Apple starts selling the new cheap iPhone at the end of this month. Before choosing to launch a product, Apple usually tests different devices and specifications. The source said that Apple is currently more inclined to change the previous practice. Accessories suppliers said that in recent months, Apple has already begun testing iPhones with larger screens. It is reported that Apple has been very interested in testing the 4.8-inch iPhone recently.
However, sources have revealed that the screens of the two iPhones that Apple plans to launch next Tuesday are not expected to change, and will still use the 5-inch display as the iPhone 5. As of now, an Apple spokesperson has not commented on the report.
The adoption of a multi-screen strategy means that the Apple iPhone will adopt the same strategy as the iPod. Expanding the iPhone product line will allow Apple to respond to threats from Samsung Electronics. Outside the US market, the market share of smart-hand airports such as Samsung Electronics and Lenovo Group is still expanding. Apple CEO Tim Cook (TIm Cook) said in April this year that Apple sees huge potential in the Chinese market because the Chinese market has many potential first-time smartphone buyers. Increasing sales in the Chinese market will also help Apple solve the problem of declining revenue and profit growth.
In order to cater to the needs of many consumers, especially Chinese and Indian consumers, Samsung Electronics and other competitors have released many products of different sizes and prices. According to sources, Apple will start selling two new iPhones simultaneously for the first time this month. This year, Samsung Electronics has launched no less than six smartphones to the global market.
Apple has been using public relations activities to attack Google's Android operating system. In March of this year, just before Samsung Electronics displayed its latest Android phone in New York, Phil Schiller, Apple ’s global marketing director, publicly stated that Android phone services and hardware could not be perfectly matched. Apple also initiated a series of patent lawsuits against Samsung Electronics and other manufacturers in the global market.
Last year, Apple introduced the iPhone 5 with a larger screen than the previous two generations, but market analysts believe that the iPhone 5 ’s screen is not large enough. In addition, the price is also one of the reasons restricting the iPhone to lag behind its competitors. Without subsidies, Apple's latest iPhone starts at $ 650. At the same time, Samsung Electronics has launched a series of smartphones priced below US $ 100 in markets such as China, India and Indonesia. Because of this, despite the increasing shipments of major smartphone manufacturers, Apple ’s share of the global smartphone market fell to 14% in the second quarter from 19% in the same period last year. Data from market research firm Gartner also shows that Samsung Electronics ’market share rose to 32% from 30% a year earlier.
Samsung ’s strategy reflects a competitive advantage of the company: that because it controls the entire smartphone manufacturing process, the company can launch products to the market more quickly than Apple. From the chip to the display, Samsung ’s factory manufactures every accessory, which also allows the company to quickly change the design and introduce new products to the market. Unlike Samsung Electronics, Apple relies on numerous manufacturers to provide accessories to this company, and relies on companies such as Foxconn in Taiwan to assemble equipment for it. This requires all companies to cooperate closely.
Apple has some experience in adopting a multi-product strategy. Three years after the first iPod was introduced to the market in 2001, Apple introduced the iPod Mini. Despite the fact that there were many lower-priced music players in the market at the time, the iPod Mini, which was smaller in size and stored fewer songs, was a huge success. After this year, Apple introduced a smaller iPod Shuffle to the market. To this day, Apple still maintains four iPod product lines and dominates the global music player market.
At the end of last year, Apple also introduced an iPad tablet with a 7.9-inch screen to the market. When Apple launched the first iPad to the market in 2010, it was determined that the standard size of the iPad was 9.7 inches. According to sources, Apple has also been testing an iPad with a larger screen.
However, sources have revealed that since Apple launched the iPhone in 2007, Apple executives have been controversial about the size of the product and whether to launch a cheap version of the iPhone. One of Apple ’s challenges is that the company ’s designers have been unable to find a way to make the iPhone look like a cheap product or a replica of a high-end iPhone.
Apple's business model has always been to manufacture a small number of products. The company argued that the move was for high-quality purposes. The late Apple co-founder Steve Jobs (Steve Jobs) promoted this view. In an interview with Business Week, Jobs once said, "Focus and simplicity have always been one of my hymns."
Until now, Apple still follows the practice of launching an iPhone every year, and updates the iPhone design every two years. According to sources, the move aims to control the manufacturing costs incurred when developing, testing, and manufacturing tools by manufacturers.
In recent months, Apple said that the cheapest iPhone 4 has seen a surge in sales in emerging markets such as India. Cook said that in the third fiscal quarter of the company as of the end of June, iPhone 4 sales in the Indian market increased by 400% year-on-year. According to sources familiar with Apple products, the iPhone 4S is currently one of Apple's best-selling products.
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