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.