- In its new strategy, Apple wants high-end phones to account for half of its sales of new models.
- To achieve this, the idea is that they have a differential advantage also in the power of their processors.
- In the first fiscal quarter of 2022, the Cupertino company invoiced 71 billion dollars only for the sale of iPhone devices worldwide.
Apple will present in 2022, in its annual product keynote, a new family of phones: the iPhone 14.
Four new iPhones (two conventional and two professional models) are expected to hit stores; in addition to two or three variants of three Apple Watch and a new Mac Pro with Apple Silicon processor, among other devices.
Much of the company’s success is based on the consumer loyalty. A fidelity that can be seen in the numbers: Apple went from earning 8 billion dollars in 2004, to more than 365 billion in 2021, according to figures from Statista.
One more fact: in the first fiscal quarter of 2022, the Cupertino company invoiced 71 billion dollars only for the sale of iPhone devices worldwide. This represents 6 billion more than in the fourth quarter of 2021.
Apple’s new marketing strategy with its iPhone
But will it be able to sustain that loyalty if Apple changes its strategy? Is that the new iPhone family will have a difference: the processors.
Until now, the iPhone mini and the iPhone Pro Max had many differences in terms of features, cameras, screen size, storage, but the same processor.
That is, the heart of both iPhones was the same.
It is true that the 13 Pro models, for example, have a more powerful GPU, but the CPU and thickness of the SoC is identical. In essence, the power does not vary because the processor is the same.
According to the Apple news expert, Ming Chi Kuothis will no longer happen with the models that Apple launches in 2022: only the iPhone Pro will have the new processorthe rest of the models will have processors from 2021.
In early 2022, Kuo said that the new iPhone 14 Pro will have the Apple A16-Bionic, but the iPhone 14 and 14 Max will continue to have the Apple A15-Bionic.
Even the iPhone 8 shared processors with the iPhone X, but that’s not going to happen anymore.
According to Kuo, this will not only happen with the iPhone 14 of 2022, it will be the norm from now on.
For the expert, manufacturing the professional models with the newest processor is the brand’s renewed strategy.
Is that Apple is looking for high-end models to account for half of its sales of new models, and to achieve this, they need to have a differential advantage, also in the power of the processors.
Apple’s new marketing strategy for better profits is risky, will it be able to gain market share by betting on Pro phone buyers? Will it lose buyers who appreciated that its entry-level models had the same power as the high-end ones?
These are questions that will begin to be answered after September, after the presentation of the iPhone 14 family.
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