Apple is expected to release the iPhone 7 on September 7, and the high risk of this new product is unprecedented.
After years of strong growth, Apple's smartphone business has begun to decline, and Apple is under increasing pressure. It must ensure that the new iPhone will be as popular as previous generations. However, according to the information we obtained from the rumors, this is difficult to guarantee.
According to the latest data released by market research firm IDC, iPhone sales in the second quarter decreased by 7.7% year-on-year, which is the third consecutive quarter of iPhone sales decline.
Apple sold 44.4 million iPhones in the second quarter of 2016, compared with 48.1 million in the second quarter of 2015.
Every time on the eve of the launch of the new iPhone, iPhone sales are usually reduced. However, this year's sales decline is worthy of attention for two reasons. First, this decline is a year-on-year decline rather than a quarter-on-quarter decline. In fact, people bought iPhones in the second quarter of this year less than they bought at this time in previous years.
Second, its market share is also falling. Its share of the global smartphone market dropped from 14.6% in the same period last year to 12.9%.
Most of Apple's revenue comes from the iPhone; so the business of this business is related to Apple's overall performance.
In April of this year, Apple announced in its quarterly conference call that the decline in iPhone sales has caused the company's quarterly revenue to decline for the first time in more than a decade.
Therefore, investors are paying close attention to Apple and want to see if the iPhone 7 can help Apple to resume growth.
So what is the reason behind this decline?
IDC believes that from a global perspective, smartphone sales in the second quarter increased by 4.3% year-on-year, from 330 million in the second quarter of last year to 344 million. However, the growth rate of sales in mature markets such as Europe and the United States is slowing down. Emerging markets are driving the development of the industry, but Apple's expensive mobile phones are not ready to meet this trend.
In fact, Apple's performance in certain markets is simply astounding. According to data provided by IDC, China's smartphone market grew by 4.6% in the second quarter, but Apple's sales in the region in the second quarter fell sharply by 31.7%, from 12.6 million in the same period last year to 8.6 million.
The continued decline in sales means that Apple is under increasing pressure to release the iPhone 7, and whether the new phone can set off a new buying spree like the new iPhone released in the past few years. It is expected that the situation will be very similar to the iPhone 6s, with no key changes.
The iPhone 7 hasn't changed much in product design, and Apple has undergone tremendous adjustments.
Therefore, if consumers decide to wait another year, Apple's nightmare will not end in the short term.
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