机遇与挑战并存！iPhone 15能否助力苹果走出低迷？

智通财经网2023-09-12

苹果将于北京时间9月13日(周三)凌晨01:00举办秋季发布会，届时将推出iPhone 15系列手机，以及最新款的Apple Watch和AirPods。该公司还可能会讨论iOS 17、iPadOS 17和watchOS 10等针对iPhone、iPad和Apple Watch的软件更新。秋季发布会一直是苹果一年中最重要的时刻，这是一个向消费者展示最新款产品并开启假日销售季的机会。今年，苹果对于...

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Can iPhone 15 help Apple get out of the downturn?","themeId":"7f90558a7e884738994c0f2b233195d1","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/348d4189ee1e6ecc77f351569eb5213e","symbols_score_info":{"AAPL":1},"content_text":"苹果将于北京时间9月13日(周三)凌晨01:00举办秋季发布会，届时将推出iPhone 15系列手机，以及最新款的Apple Watch和AirPods。该公司还可能会讨论iOS 17、iPadOS 17和watchOS 10等针对iPhone、iPad和Apple Watch的软件更新。秋季发布会一直是苹果一年中最重要的时刻，这是一个向消费者展示最新款产品并开启假日销售季的机会。今年，苹果对于iPhone 15系列手机的期待比以往更大。这家科技巨头正寻求结束连续几个季度的销售低迷，并让消费者对再次升级新功能感到兴奋。苹果即将推出的iPhone 15系列手机有着几个利好因素，包括非常大的潜在换机需求、以及该公司高端化战略的成功实施。但与此同时，全球消费电子市场需求放缓、改用USB-C充电端口也是该公司面临的潜在挑战。iPhone是苹果最大的收入来源，约占其销售额的一半;如果再加上Apple Watch和AirPods，三者的收入占该公司销售额的60%。如今，全球消费电子行业处于低迷之中，苹果也未能幸免。iPhone的销售放缓拖累了苹果的整体收入，苹果在截至今年7月1日的第三财季连续第三个季度出现销售同比下滑，且类似情况预计将延续至第四财季。2016年，当iPhone的销量开始趋于平稳(每年约2亿至2.2亿部)时，苹果有了一个大胆的想法——通过高端化来增加收入。一年后，苹果将这一想法付诸实施，它以999美元的价格推出了iPhone X。而在2018年，它推出了iPhone XS Max，这款存储容量达512GB的智能手机售价达到了1449美元。去年，它更是推出了售价达1599美元，存储容量达1TB的iPhone 14 Pro Max。苹果的这个策略奏效了。在过去七年左右的时间里，iPhone的年销量一直保持稳定，但营收却增长了约700亿美元。苹果的高端化战略今年预计还将继续奏效，该公司指望着其高端iPhone机型来提振收入。苹果预计将在今年推出四款机型，包括基本款的iPhone 15和iPhone 15 Plus，以及高端款的iPhone 15 Pro和iPhone 15 Pro Max。据悉，iPhone 15全系列都将升级为“灵动岛”设计，并首次以USB-C接口取代之前的Lightning接口。此外，苹果还将提供更长的电池续航时间、更快的USB-C数据传输速度、更薄的边框和更好的屏幕以吸引用户购买更昂贵的两款高端机型。据悉，iPhone 15 Pro Max将配备全新的潜望镜镜头，其变焦功能将得到显著改进。iPhone 14 Pro Max只能支持3倍变焦，而iPhone 15 Pro Max望支持5倍至10倍变焦。这表明，苹果的高端战略正变得更加激进。值得一提的是，苹果比大多数同行更好地抵御了智能手机市场的放缓。根据IDC的数据，苹果上一季度的智能手机发货量下滑了2%，但远好于三星电子15%的跌幅。除了智能手机市场放缓之外，华为Mate60 Pro的横空出世可能将令苹果面临的竞争加剧。投行Oppenheimer的分析师Martin Yang表示，由于华为这款新手机的推出，苹果2024年的iPhone出货量可能减少1000万部。此前，天风国际分析师郭明𫓹判断，华为Mate60 Pro发售后4个月销量即可达550万至600万部，发售12个月后的累积出货量至少将达到1200万部。鉴于苹果可能面临Mate60 Pro带来的竞争压力，对冲基金Satori Fund创始人兼投资组合经理Dan Niles近日在社交媒体发文表示，计划在iPhone 15新品发布前后做空苹果，并表示苹果现在是他们最大的单一股票空头头寸。而在摩根大通看来，即将发布的苹果iPhone 15系列手机并没有实质性的升级，因此也不会吸引大量用户更新换代。该行还将苹果目标股价从235美元下调至230美元。摩根大通表示：“iPhone会涨价吗?我们认为，苹果很可能对所有型号的iPhone都涨价，而不仅限于Pro型号。如果基础款和Pro款的价格差距过大，那么消费者就没有太大的动力来购买高端型号。”","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.1","shortVersion":"4.29.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2366937972"}