November 27, 2022

IT House reported on September 12 that Apple recently released new models of the iPhone 14 series, including iPhone 14, iPhone 14 Plus, iPhone 14 Pro, and iPhone 14 Pro Max. In terms of pre-sale, most people may prefer iPhone 14 Pro and iPhone 14 Pro Max (with A16 chip), and the shipment has been delayed until October, while iPhone 14 and iPhone 14 Plus (with A15 chip) are still available at Bought on launch day.

Tianfeng International analyst Ming-Chi Kuo said that in terms of marketing strategy, Apple should name the A16 as A16 Pro and the A15 used in the two standard iPhone 14 models as A16 / A15 Plus. Perhaps this helps promote the two iPhone 14 standard models.

In addition, Kuo also said that Apple should also rename the advanced process node used by the processor. For example, A16 Pro/A16 is manufactured by N4 Pro/N4 Plus process. Apple will stay on the 3nm process for the next few years, so starting to name advanced nodes may also be critical to marketing.

Ming-Chi Kuo said that in the latest offline pre-order survey of the iPhone 14 series in China, the total order allocation for the two iPhone 14 Pros is about 85%, and the order allocation for the iPhone 14 Plus is the lowest (less than 5%). The pre-orders of Apple’s high-end products have always been relatively popular in the early stage. Judging from this survey, the order allocation for iPhone Pro models this year is higher than in previous years, reflecting changes in Apple’s product segmentation strategy (only the iPhone Pro has received major updates).

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Ming-Chi Kuo said that the iPhone 14 series ASP (average selling price) is still about 10% higher in 2H22 compared to the iPhone 13 series in 2H21, thanks to the higher shipment allocation of the iPhone 14 Pro and the replacement of the iPhone 13 by the iPhone 14 Plus mini, although the price of the iPhone 14 Pro has not risen.

Ming-Chi Kuo expressed his belief that Apple will create more differentiation between the iPhone 15 Pro and the iPhone 15 standard models to increase Pro shipment distribution and new iPhone ASPs. Going a step further, Apple will also start creating differentiation between the iPhone 15 Pro Max and the iPhone 15 Pro. This is the best practice to generate more sales/profits in mature markets through precise product segmentation strategies.

Ming-Chi Kuo said that one of the reasons why Apple can do a new product segmentation strategy is that although hardware innovation has become more challenging and the market has matured, the Android camp is still not right in the high-end market due to the disadvantage of brand value and ecosystem. Apple poses a threat. But it is worth noting that Qualcomm’s transfer of high-end SoC orders from Samsung to TSMC, as well as the Android brand/Google’s aggressive strategy for folding screen phones, may help improve the Android camp’s disadvantage in the high-end market in the next few years.

IT House learned that at the recent “Far Out” conference, Apple released the iPhone 14 and iPhone 14 Plus, retaining most of the design of the iPhone 13 – including the selfie camera for mobile phones and Face Notch notch for ID sensor. Apple also introduced the iPhone 14 Pro and iPhone 14 Pro Max, with a “smart island” pill screen to show alerts and background activity, brighter displays and AOD always-on display, A16 bionic chip, new color options, and more.

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According to Apple’s official introduction, the A16 bionic chip is composed of two high-performance cores and four high-efficiency cores. Graphics processor with up to 50% more memory bandwidth, ideal for running graphics-intensive games and apps, and a new 16-core neural network engine capable of processing up to 17 trillion operations per second Provides higher performance in low conditions for all-day battery life.

However, the A16 Bionic’s GPU and neural engine core are exactly the same as last year’s A15 Bionic. Thanks to the improvement of TSMC’s N4 (third-generation 5nm, about 6% density increase) process, the CPU finally achieved “nearly 16 billion transistors.” ”, which is slightly higher than the 15 billion A15, and the power consumption should be improved.