iPhone 14 series sales are lower than expected, dragging down Apple's performance

News on May 25, according to analyst Ming-Chi Kuo’s latest opinion, Apple is expected to release an AR/MR headset at the Worldwide Developers Conference (WWDC) in June this year. Companies including Luxshare Precision, Sony, TSMC, Gaowei Electronics and Changying Precision are all suppliers of this headset. However, we need to be cautious about the accuracy of these views.

At the same time, according to other media reports, Apple plans to launch its first product that integrates virtual reality and augmented reality technology this year, called "Reality". Pro". It is expected that by 2024 or 2025, Apple will also release the head-mounted wearable system "Reality OS". However, Reality The price of the Pro will be as high as about 21,000 yuan, which is more expensive than the top version of the iPhone 14 series.

There are reports that the overall configuration of the iPhone 14 series has not been significantly improved, resulting in its market sales being lower than expected. An analysis report by investment bank Jefferies shows that the iPhone was launched three days after it was launched Sales of the 14 series dropped by 11%, making it the least popular iPhone in history. According to Sandalwood e-commerce market monitoring data, iPhone The pre-sale data of the 14 standard version dropped by 70% year-on-year in the 7 days after it was launched on the Tmall platform. iPhone 14 Plus production was significantly reduced two weeks after its launch, setting an embarrassing record for Apple.

iPhone The sales of the 14 series were lower than expected, which directly affected Apple's performance. According to Apple's latest fiscal 2023 second quarter performance report, as of April 1, 2023, Apple's revenue fell by 2.51% year-on-year, and its net profit fell by 3.40% year-on-year. In the last fiscal quarter, Apple's revenue and net profit fell by 5.48% and 13.38% year-on-year respectively.

Faced with the current sluggish demand in the consumer electronics market, Apple hopes to boost performance through the Reality Pro, which sells for more than 20,000 yuan. However, relative to its competitors, Reality There are doubts about the success of OS products.

First of all, Reality The Pro is ahead of the competition in terms of hardware and features. It is understood that the product will be equipped with a powerful chip and image processor, and support full-color perspective camera and eye movement interaction. In addition, Reality Pro also uses iris recognition technology with a higher security level. These innovative features place Reality Pro at the forefront of technological capabilities.

However, despite Reality The Pro excels in terms of hardware and features, but it still falls short when it comes to content. For VR products, high-quality content is the key to attracting users. Currently, compared to other competitors, Reality Pro leaves something to be desired in terms of content. Producing high-quality VR content requires a long time and a lot of investment. Currently, there is a lack of popular VR games and rich VR video content on the market.

In addition, the high price of Reality Pro is also a test. The current market demand for VR products is sluggish, and many VR manufacturers have cut prices. In such a market environment, Reality priced at more than 20,000 yuan There's still uncertainty about whether the Pro will attract enough consumers to buy it.

In summary, Apple’s AR/MR headset and Reality Pro has advantages in technology and functionality, but still faces challenges in content and market demand. For Apple, how to achieve a breakthrough in the highly competitive market still requires time and effort.

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