O iPhone X is coming and, with it, a huge wave of questions and inquiries involving Apple's strategy for its current smartphone lineup. Angela Ahrendts, bosses of Ma stores, decided to end one of them immediately in an interview for CNBC focused on the company's new Chicago store, Apple Michigan Ave.
Talking a little about the store and the company's strategy for its newest shopping and experiences in Chicago (a wide space that can be shaped and organized according to her needs today it is in a format, but tomorrow, if the Apple by chance to start selling cars, for example, to be able to be configured in a totally different way without having to go through major works), Ahrendts also commented on the positioning related to the iPhone X passed on to employees.
According to the senior vice president of retail, everyone is properly informed that they should not try to ?push? the iPhone X (the flagship and, consequently, the most expensive Ma device currently) for customers.
Internally, we said that the slogan was ?an iPhone for everyone?. I prefer that we ask who you are buying from. If they are 6 or 7 years old, what do they need? If any who lean towards something else, what do they need? We do it with the Mac, we do it with the iPad, why don't we do it with the (phone)?
The idea, of course, is to take advantage of the current extensive line (composed of eight devices: X, 8, 8 Plus, 7, 7 Plus, 6s, 6s Plus and SE) and direct the customer to the most suitable model for him.
The initial stock of the iPhone X
There is, however, another possible cause for concern that would make Apple adopt this strategy of not "pushing" the iPhone X to any customer: the lack of devices.
KGI Securities' ?famous? analyst Ming-Chi Kuo (always on top of what's new in the Apple world) reported that Apple is still finding it very difficult to produce the device, but that setbacks will soon be part of the past.
According to the analyst, there are three problems faced by Apple's partners: 1. the flexible printed circuit board for the device's antenna (due to the increased complexity and inability of Murata, an Apple supplier, to find the supply chain to meet specifications); 2. the flexible printed circuit board for the wide-angle rear camera lens (unlike competitive dual-camera smartphones, iPhone X lenses use separate plates and the supplier, Interflex, would be battling quality problems in the target part wide angle lens); 3. and the TrueDepth camera's infrared dot projector (according to Kuo, previous design issues that led to poor facial recognition have finally been resolved).
Because of all of this, Kuo's forecasts were as follows: 25-30 million units produced in the fourth quarter of the year (a reduction from his own initial 30-35 million stake); the big problem, however, would be the initial stock of the device for the pre-sale that starts next week: only 2-3 million units. Supply will only match demand, in Kuo's words, in the first quarter of 2018.
Jeff Williams and Terry Gou meet
Although future projections may be good for the production of the iPhone X, everything indicates that the current problems are really taking the sleep of Cupertino's people. The proof of this would be a meeting, according to the Nikkei Asian Review, which happens between Jeff Williams (senior vice president of operations for Apple) and Terry Gou (CEO of Foxconn).
This meeting should take place at the end of the month and focus on the various problems related to the production of the iPhone X and the possible ways to remedy them. Williams will also visit Taiwan for the 30th anniversary of TSMC, currently the only supplier of the A11 Bionic processor last year, launching the iPhones 7/7 Plus, both TSMC and Samsung were responsible for producing the A10 Fusion chip.
Foxconn is currently the only carmaker for the iPhone X, while its subsidiaries Sharp and LG Innotek are responsible for assembling the cameras' 3D sensor modules. And, just to clarify: even though Apple is even managing to remedy the production problems of the iPhone X little by little, this production still would not have reached a satisfactory level for the company (therefore, this meeting).
Expectation of the iPhone X; weak sales of iPhones 8/8 Plus
At least that's what informed the largest Canadian operator partner of Apple, the Rogers:
What we are seeing is a kind of anemic appetite for the iPhone 8.
According to the Reuters, Joe Natale (president of telecom) stated at the company's financial results conference that he is seeing little demand for the iPhone 8, raising concerns about the sales prospects of the device.
Still according to Natale, customers are interested in the iPhone X, but there is also a concern about it due to the higher price of the device and the supposedly very low inventories.
Apple would have even, also according to Reuters, the production of iPhones 8/8 Plus decreased by 50% for November / December, in order to adjust to the public's appetite this would be the first time in the history of the iPhone that a new model faces a major cut less than three months after the start of mass production; Still, this is also the first time that Apple launches three new devices and top-of-the-line devices, so everything is now a cause for concern and speculation.
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All of these questions will be answered shortly, both at the launch of the iPhone X and at the conference for the results of Apple's first fiscal quarter (which includes year-end sales), to be held in late January / early February 2018. .
via MacRumors: 1, 2, 3, 4