Author: Qian Tongxin
[ 据研究机构Counterpoint Research的数据，iPhone SE占所有iPhone总销量的约12%。 ]
29,AppleShares of industry chain companies fell in response.As of the close, Goertek shares fell 7.76%, Luxshare Precision fell 6.11%, blueCiscoTechnology fell 2.57%.
This appears to be related to the Nikkei report on Monday. Apple is reportedly scaling back production of its lower-priced version of the iPhone SE3 phone in China, less than three weeks after the product launched. The Nikkei report also said that Apple reduced AirPods orders for the full year of 2022 by about 10 million pairs.
Omdia analysts believe that the impact of global inflation on demand for electronic products is gradually emerging.investment bankJPMorganSales of the iPhone SE in China may also be restricted, the company said.
Guo Zijiao, an analyst at research firm Omdia Display, told the First Financial Reporter: “Judging from the forecast of Apple Display, the previous planned output can indeed reach 10 million units, but not all of them are the new SE.”
She also said that although the relevant reports did not disclose the source of the news, as far as the current situation is concerned, not only Apple, but all demand for electronic products are “cutting orders”, which is related to the global economic environment. “Weak demand is the biggest problem.” Guo Zijiao told the first financial reporter.
The new iPhone SE starts at $429, which is $30 more than the $399 lower-priced version of the iPhone SE launched by Apple two years ago, and also surprised analysts.
After Apple raised the price of the iPhone SE, research firm Strategy Analytics lowered its iPhone SE sales target by 1 million to 23 million units from the previous 24 million.
Since Apple first launched a lower-priced version of the iPhone SE model, sales of the phone in China have been sluggish, the data shows. According to data provided by Canalys, the total domestic shipments of the second-generation iPhone SE models are less than 3.5 million; according to the data of research institute Counterpoint Research, the iPhone SE accounts for about 12% of all iPhone sales.
The starting price of the new iPhone SE in China is 3499 yuan. It is difficult to say whether it can occupy a certain market share in China.
Canalys analyst Zhu Jiatao told the first financial reporter: “From a global perspective, we expect the new version of the iPhone SE to be lower in shipments than the previous generation. The price increase is one factor, and another important reason is that small-screen mobile phones are very important for consumption. The attractiveness of the market is waning.”
Zhu Jiatao believes that Apple’s “order-cut” supply chain has little to do with the current epidemic in China, which mainly reflects that the demand for electronic products is returning to rationality. “There are often cases of cutting orders. We still have to see what water level the cut started from. After the water is squeezed out, the demand can return to the real level.” He told the first financial reporter.
China’s smartphone shipments fell 31.8% year-on-year to 14.5 million units in February, compared with 32.4 million in January, according to data released last week by the China Academy of Information and Communications Technology.
In the fourth quarter of 2021, Apple’s smartphone market share in China hit an all-time high, regaining the title of sales champion in China for the first time in six years.
On Monday, investment bank JPMorgan Chase & Co. reported that sales of the iPhone SE in China may be limited due to factors such as longer delivery times. In addition, the production of electronics, including smartphones, remains challenging as global supply chains remain tight.
JPMorgan warned that Apple faces competitive pressure from local companies in China and India, and that tariffs could also hurt Apple’s ability to compete in those international markets.