Apple fell to the altar, the media summarized 10 major mistakes in 2018

In 2018, for Apple, it can be said to be “Heaven and Hell”. Apple’s market value once broke through 1 trillion US dollars and became the world’s largest enterprise. However, after the release of iPhone XS/XR, the stock price went down all the way, coupled with slow sales and production cuts. After the bad air attack, there has not been a rebound. The technology website iFuun reported that foreign media summarized Apple’s top ten mistakes in 2018, or poor product design or marketing decisions, which allowed Apple to “go down the altar.”

 

First: The iPhone XS series has changed too little. The design of the iPhone XS series is almost the same as that of the iPhone X. It is only a new golden style and a 6.5-inch Max. Although the 2018 is Apple’s “S” small upgrade year, it is a radical mobile phone for Chinese mobile phone manufacturers such as Huawei and OPPO. Under the design, Apple’s conservative nature is dwarfed, and ultimately, it also reflects sales.

 

Second: iPhone SE is discontinued. The iPhone SE discontinued by foreign media evaluation is one of Apple’s most wrong decisions this year, because it personally ended one of Apple’s most affordable iPhone. In addition, Apple’s move is undoubtedly giving up those who like small screen phones.

 

Third: iOS 12 upgrade is not big. In terms of software, iOS 12 has almost no change compared to iOS 11. Apple’s explanation is to increase stability, enhance the user experience, and add new features such as Siri shortcuts. However, these new features are not obvious and have not been achieved. effect.

 

Fourth: iPad Pro is still not a real computer. Unlike the iPhone, the iPad Pro has received major updates this year, canceling the Home button, adding a Face ID, and the full screen design looks beautiful. However, compared with its high price, the iPad Pro is still not a real computer, can not complete the heavy operation, and is less practical than the Surface Pro 6.

 

Fifth: The new MacBook Air design changes are too small. The MacBook Air was finally updated in 2018. The screen frame is narrower and the new processor is upgraded. However, the change is limited to this. People are actually looking forward to a brand new Air.

 

Sixth: HomePod lost to Amazon Echo. HomePod was released in February this year and is a brand new hardware category for Apple. However, compared to Amazon Echo, it is just a follower, although the sound quality is excellent, but wisdom as a smart speaker, and the high price is also prohibitive.

 

Seventh: Siri is still too stupid. In the era of Jobs, Siri debuted with the iPhone 4s and became the first AI voice assistant. However, after so many years, Siri is still a little poor, completely compared to Amazon Alexa, Google assistants and even Xiaomi Xiaoai students, is Apple’s most tasteless software service.

 

Eighth: Black Friday promotion is too small. The foreign media believes that in the case of Apple’s new product price increase in 2018, the “Black Five” discount activity is too stingy, and basically does not provide any meaningful discount. For example, the $50 discount is limited to the old iPhone 7/8 series, and the new machine cannot be used.

 

Ninth: No AirPods 2 and AirPower. AirPods is Apple’s most successful product launched in recent years, and its popularity is higher than that of the iPhone. However, in 2018, Apple did not publish AirPods 2 as expected, and its wireless charger AirPower continued to be difficult to produce, giving a very bad impression.

 

Tenth: The price of new products is too expensive. Finally, the 2018 new Apple new product has a drawback is too expensive. Whether it is iPhone XS, XR or iPad Pro, new Apple Watch and notebooks, the price increase is at least 20%. Although there are inflation and material labor costs, there is no technology manufacturer like Apple that keeps the old design and raises the price sharply, so it is not surprising that the sales volume has dropped.

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Guo Minghao: Apple will update Face ID and iPhone antenna design next year

On November 10, 2018, analyst Guo Minghao released an investor forecast report related to the new iPhone antenna technology. He predicted that Apple will replace the antenna material and design, and will add a new Face ID to the iPhone released in 2019.

 

In the report, Guo Minghao mentioned the liquid crystal polymer LCP antenna technology that Apple used on iPhone X. The production process of such an antenna is also complicated, and there are fewer suppliers that can be produced. In the face of this situation, Apple’s control over the price is also limited. Faced with this situation, Apple will probably add a polyimide (MPI) technology antenna to the new iPhone released next year.

MPI antennas are not as “fragile” as LCP antennas, and production costs are lower than LCP. And because production requirements are lower than LCP, there are five suppliers that offer MPI antennas, more than LCP. In this case, when Apple talks with suppliers about the price, the space will be larger than before, and the cost has the opportunity to be controlled.

Although there are points of view, LCP is better than MPI antenna in performance stability and power consumption control. However, some analysts pointed out that the performance of the MPI antenna is also improving, and the performance gap between the two will not be too large.

 

In this regard, Guo Mingxi also indicated that Apple’s replacement should not have much impact. Instead, he is more optimistic about the MPI antenna in the report, thinking that this antenna will become the mainstream antenna for future iPhone models.

He expects that the 2019 iPhone will use a combination of four MPI antennas and two LCP antennas to replace the current six LCP antennas.

 

In addition to the antenna, Guo Minghao expects Apple to update Face ID. The update will improve the iPhone’s recognition ability in the dark environment. The new version of Face ID will appear in the new iPhone released next year.

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