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中国市场的“苹果”变味了

2017-08-31 07:25:43   中国经济网

iPhone 8还没来,苹果先吃了官司。苹果App软件厂商和手机配件厂商集体“讨伐”,起诉苹果垄断市场,滥用市场支配权。据悉,国家工商总局正评估苹果公司涉嫌违反反垄断法规的举报。

作为国产手机配件第一大厂,也是国内首例诉诸法院的苹果公司涉嫌市场垄断的案件,品胜要求苹果立即停止实施MFi认证。

为了让配件厂商获得MFi的认证,苹果会在iOS系统对相应配件进行干扰,不经认证的数据线,会不能进行充电,除非破解数据线中的芯片。如果用户使用不认证的配件,一旦设备出事故,苹果将不做任何保修,这就倒逼配件厂商去花钱买认证,苹果赚钱的同时,用户的购买成本也相应提高。

又是“店大欺客”?类似的纠纷让人想到前不久的“苹果税”风波。针对中国特有的“打赏”模式,扩大“苹果税”的征收范围。而许多国内创新的知识付费、直播平台等,曾一度以“打赏”不是“交易”为由,不愿意将获得的收入与苹果分享。

中国市场是非越来越多,苹果营收却接连缩水,两者之间的关系甚为微妙。硬件收入增长不力,苹果开始频繁从软件服务方面来平衡收入仍于事无补。算上本财季,苹果公司连续第六个财季营收同比下滑。

当整个软硬件链条上的公司不断与苹果发生“摩擦”,一股反向力量很可能早已悄悄形成。这正是苹果潜在的危机。当战争延伸到必须在供应链上刺刀见红时,那些曾被苹果鄙夷地称为“硬件怪兽”的中国厂商将更有优势,毕竟它们更灵活、更懂得应对价格敏感的中国用户。

苹果也许没错,但要承担后果。垄断也许会让用户在短期内对它无可奈何,但长期来看,任何对消费者造成的效用损失都会带来用户忠诚度的下降。

2016年,苹果在中国的市场份额已经有明显下降,在这其中,本土手机商的崛起发挥了重要作用,国产手机品牌这几年不管在营销、设计还是市场策略上,与苹果的差距在不断减小。而且它们更能够本土化创新,也更能够去体察本土用户的需求。

克鲁格曼因为网络效应和规模经济研究获得诺贝尔经济学奖。苹果一直是克鲁格曼理论体系在科技领域最好的映射,它利用网络效应累计了无可替代的用户体验,而且庞大的用户群体也给它带来了规模效应。

创新精神、“改变世界”、技术主义、商业运作,苹果曾凭借这些标签在中国市场大行其道。然而,事情慢慢起变化,过于贪婪、不近人情、傲慢强势、不善改变,苹果的市场印象中开始掺杂不一样的色彩。库克说苹果在中国会更加积极,但很多做法看上去有些咄咄逼人,很多企业单方面的市场行为,跟苹果引以为豪的产品关系越来越小。

9月12日,苹果将会用iPhone 8纪念自己辉煌的十年。恰是在鲜花和掌声围绕中,最是审视自己的好时候。

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