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苹果十年“中国结” 十年间苹果在中国市场走下神坛

2017-09-13 07:31:31   新华网

2017年,孙先生改用了华为手机,因为觉得“华为更商务”,同时,他也喜欢尝试小米手环。苹果已经不再是他唯一的品牌选择。从苹果4S,到苹果6、7,孙先生觉得苹果的创新并不明显,而与此相反,国产手机的电池续航能力、兼容性等都在进步。

昔日果粉的感受在商业数据上也得到应验。这种转折最早出现在2015年。

据美国科技市场调查公司Gartner(高德纳)报告,苹果手机在2015年第四季度的全球销量首次下降,销量同比下降4.4%,市场份额从20.4%下降到17.7%。报告还显示,销售排行前五的分别是三星、苹果、华为、联想和小米。

苹果下滑背后,是国产手机的崛起。2015年第四季度,在这一片销售低迷当中,华为销量同比增长了53%,市场份额从5.7%上升到8.0%。

在中国,国产手机们正在奋力追赶,经历了国内厂商的洗牌,联想被挤出前五,OPPO、vivo不断上升,华为和小米在双摄像头、全面屏上不断搞出黑科技,国内手机市场变得热闹非凡,而苹果却在华遭遇持续六个季度的营收下滑。

2017年8月,苹果发布了今年二季财报,唯有大中华区的营收连续六个季度下滑。第三财季大中华区营收80.04亿美元,比去年同期的88.48亿美元下滑10%,是全球五大市场中,唯一一个业绩下滑的。

不仅营收下滑,苹果的出货量在中国也遭遇下跌。根据8月3日,美国调查公司IDC公布的中国智能手机市场二季度出货量调查显示,苹果的出货量同比减少7.6%,排名也由一季度的第4降至第5。而蝉联冠军宝座的是国产手机华为。

在意识到中国市场“难搞”之后,库克也在不断加码中国市场,除了频频访华,一改乔布斯终生未曾造访中国的传统,苹果还在过去一年接连在中国开设四家研发中心,分别位于北京、深圳、苏州、上海。此前,苹果一直未在中国设立研发中心。

9月11日多个渠道传出消息称,在苹果新品发布会上,将出现中文页面,这也是苹果历史上的第一次。另外,苹果还与优酷、爱奇艺、腾讯视频进行合作,三家网站将同步直播发布会,并且还会自行提供中文翻译。很明显,库克希望iPhone X等新品的发布,重振中国市场。

 观点1

  “苹果自我内核创新很难”

产业观察家洪仕斌认为,苹果的下滑是必然的。苹果手机是闭环,不是开放的生态链,使用没有安卓那么方便。刚出现时,苹果凭借稳定性、操作性更好的优势很快占据霸主地位,但现在安卓系统不断提升,势必分流一批果粉。

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