苹果的营销 “新政”:设计向左,低价向右

2016 年 3 月,时隔三年再度推出廉价版产品的苹果抛出了其在低价位产品上的杀手锏——小屏性价比,搭载 4 英寸屏幕、玻璃镜面机身、以及 A9 处理器的 iPhone SE 一代让外界首度看到了苹果在低价位产品方面的全新策略,这款 “项庄舞剑(小屏),意在沛公(性价比)” 的 “小钢炮” 正式开启了苹果的低价(3288 元起)营销策略 ... 新 iPhone SE 而针对此现象,我们大可以做出一个大胆的预测,未来苹果并不会再刻意的生产像新 iPhone SE 这样的廉价产品,而是将旗舰系列的起售价压得更低,从而产生两个极端,一面的售价三四千元起的入门版本,另一面则是售价八九千元的顶级版本,低价 iPhone 将是苹果未来的一条重要营销策略,如同低价走量的安卓机一样 ... 如今苹果官网不定时的新品上架也从一定程度上看到了苹果当下营销策略的另一大转变,或许借着疫情影响的东风,苹果未来仅保留秋季新品发布会也说不定,而 2019 年 3 月发了一堆软件服务的无聊发布会也将是苹果春季发布会的绝唱。

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