Since Huawei's domestic sales returned strongly, Apple has faced severe challenges, and the iPhone 15 series sales and word-of-mouth have lost, and the situation will be even worse in 2024. According to foreign media reports, Apple's recent sales are about 30%, and it cannot continue to monopolize the domestic high-end market.
According to Reuters, analysts at Jefferies, a well-known investment bank, released a report analyzing the changes in China's smartphone market in the first week of 2024, and iPhone sales fell off a cliff. Compared with the previous year, Apple's sales fell by about 30%, which has never happened in the past few years, due to the rise of domestic brands, the market competition has become unprecedentedly fierce, and Huawei's counterattack has made Apple simply unable to parry.
In fact, Apple's domestic sales have been in a state of decline in the past six months, so that the iPhone15 series release** quickly fell below the first launch, and the maximum price was reduced by 1500 yuan during the Double 11 period. However, Apple's price reduction failed to stabilize sales, but only made the sales decline a little smoother, but as Apple's price reduction touched the bottom line, the official and third-party ** could not continue to maintain a low level, and only ushered in double-digit sales**, and this situation will continue in the next period of time.
The biggest impact on Apple is undoubtedly the Huawei Mate60 series, with the strong return of Kirin chips and 5G networks, it has quickly harvested the high-end users lost in the past three years, which even Huawei itself did not expect. Industry insiders pointed out that Huawei originally expected the shipment of the Mate60 series to be about 6 million units, but the hot situation made analysts expect the total sales to be about 1600 20 million units, more than three times the earliest expectation, which is also an important reason for the shortage.
In addition to Huawei, the sales of other domestic high-end brands have also been growing, such as the Xiaomi 14 series and vivo X100, which have doubled their sales compared with the previous generation. Domestic high-end brands are selling better and better at high-end prices above 4,000 yuan, but Apple has been complained about because of the lack of innovation, system and function bugs, and high prices, and industry insiders generally expect that Apple will encounter more challenges in 2024 and will not be able to completely monopolize China's high-end smartphone market as in previous years.
Jefferies analysts pointed out that Apple's mobile phone shipments will decline by double digits in 2024, and at least 20 or 30 million units will be lost in the Chinese market, which is only the result of optimistic estimates. With the Huawei P70 series and Huawei Mate70 series will also be released this year, the sales in the domestic market may further break through the imagination and double the growth to regain its own share from Apple, Apple has no way to prevent this from happening, and the decline in sales is a foregone conclusion.
Friends, what do you think of the 30% decline in iPhone sales in the first week in China, and industry insiders expect it to continue to decline in 2024?