The high-end flagship iPhone 14 Pro series adopts a full screen with a "dynamic island" design this year.

(Photo/Photo by reporter Liu Huiqin)

In this year's new-generation iPhone 14 series lineup, Apple canceled the mini size of the previous two generations, and launched the 6.7-inch iPhone 14 Plus in the basic model for the first time, focusing on a large screen and long battery life. With high hopes from Apple, it is optimistic that it will be the first choice to set off the preference for large-screen mobile phone groups.

However, in fact, after the market opened, it was not as expected, and the sales and buying sentiment in the overall market became obviously colder.

In this regard, Bloomberg reporter Mark Gurman pointed out in the latest Power On newsletter column that observing the positioning, prices and sales of the four models of the iPhone 14 series this year reflects that Apple has clearly overestimated and misjudged the market’s expectations for the 6.7-inch iPhone 14 Plus. The situation of purchasing demand.

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In order to differentiate the basic iPhone models from the high-end Pro flagship models, Apple tends to focus on the major upgrades in the iPhone 14 series this year on the iPhone 14 Pro/14 Pro Max models. A16 chip, and remove the bangs groove and use the innovative "dynamic island" interactive full screen.

According to Mark Gurman's analysis, comparing the basic iPhone 14/iPhone 14 Plus, the A15 chip performance and notch design are still the same as the previous generation. The overall upgrade is small and lacks innovative purchase incentives, and the listed price is not attractive. Considering these factors, most consumers would rather spend more budget and focus on the Pro high-end flagship models that are more obvious in terms of upgrade strength and access to new functions.

Mark Gurman pointed out that if Apple had lowered the listing price of the basic iPhone 14/iPhone 14 Plus and set it at a price below US$699 (about 22,500 Taiwan dollars), it might have been possible to reverse the current situation. The sales of the 6.7-inch iPhone 14 Plus are cold.

In addition, observe that Apple has adopted a market layout strategy of increasing "functional differentiation" for the basic models and high-end flagship models of the iPhone 14 series this year.

If Apple still intends to maintain the threshold for purchasing new iPhones at US$800 and US$900, then looking at the high-end flagship models of the iPhone Pro series in the future, in order to highlight the upgrade gap from the basic models, and to reflect factors such as research and development costs, push forward There is also the possibility of an "upward move" in valuations.

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