大批iPhone用戶短期內(nèi)不會(huì)再購新機(jī) 蘋果將如何應(yīng)對(duì)

消費(fèi)者信息研究伙伴公司的邁克爾o列文周一向媒體公布了上述圖表。他喜歡使用傳統(tǒng)零售業(yè)的語言談?wù)撝悄苁謾C(jī)市場。

“A huge number of people just bought their nextiPhone,” he says. “It’s like they went to Costco andstocked up on a shitload of toilet paper.”

他表示：“很多人剛剛購買了新iPhone手機(jī)，這就好像他們?nèi)チ艘惶撕檬卸喑?，采購了大量衛(wèi)生紙囤積在家里一樣。”

In retailing terms, U.S. iPhone buyers “filled the pantry” last quarter, and it’s going to be a longtime before they come back for more.

用零售業(yè)的術(shù)語來說，美國的iPhone用戶上個(gè)季度“備足了存貨”，等他們下次再來購買手機(jī)，可能要等到很長時(shí)間以后了。

How long? Levin doesn’t hazard a guess, but he points to several factors that would tend toslow down the replacement cycle.

這個(gè)時(shí)間到底有多長?列文沒有進(jìn)行胡亂猜測，不過他指出了幾個(gè)有可能減緩置換周期的因素。

o 72% of iPhone owners have a relatively new phone — less than a year and a half old

o 72%的iPhone用戶的手機(jī)相對(duì)較新——只購買了不到一年半。

o 86% of the people who activated iPhones last quarter were repeat customers. (Androidrepeats, at 72%, were close behind)

o 在上個(gè)季度激活iPhone的用戶中，86%屬于再次購買iPhone(安卓的再次購買比例緊隨其后，達(dá)到72%。)

o 30% of those phones were financed, not subsidized

o 30%的手機(jī)采取了貸款方案，而不是補(bǔ)貼模式。

“Apple’s ability to pick off first time buyers or persuade Android owners to switch hasdiminished greatly,” says Levin. “Loyalty has increased dramatically.”

列文表示：“蘋果吸引首次購買的新用戶或勸說安卓用戶轉(zhuǎn)換陣營的能力顯著降低了，用戶的忠誠度大幅提高。”

And the growing popularity of financing — buying phones over time, like a car — could makeit harder to sell anybody a new phone.

貸款購機(jī)，也就是說像買車一樣分期付款購買手機(jī)，正變得越來越流行，這或許導(dǎo)致銷售新手機(jī)變得更加困難。

“When you are done paying for your car,” says Levin, “you get this sort of ‘ahhh’ feeling, whereyou can wait for a while before you start buying a new one.”

列文表示：“當(dāng)你終于還完車貸時(shí)，你會(huì)有一種‘謝天謝地’的感覺，這時(shí)你會(huì)稍等一陣子，而不是立刻再買一輛新的。”

It’s the same with phones. “When people finally own their phone they may say to themselves, ‘hey I’ve got this phone and its kind of new so I don’t have pay for another one anymore.'”

買手機(jī)也是一樣。“當(dāng)人們終于擁有了一臺(tái)新手機(jī)，他們可能會(huì)對(duì)自己說：‘我成為這部手機(jī)的主人了，它還挺新的，所以我暫時(shí)不會(huì)再買其它手機(jī)了。’”

The two-year subsidy model never made much sense, says Levin, and now it’s going away.

列文表示，為期兩年的補(bǔ)貼模式其實(shí)沒有多大意義，正在逐步退出。

This affects Apple more than Android because Apple’s phones tend to last longer and theircustomers are more loyal.

這對(duì)蘋果的影響要大于安卓，因?yàn)樘O果手機(jī)一般使用時(shí)間更長，蘋果用戶的忠誠度也更高。

Levin, like a lot of analysts, is looking ahead to the next generation of iPhones and wonderinghow Apple can keep it up.

像很多其他分析師一樣，列文也在展望下一代iPhone，很想知道蘋果將如何堅(jiān)持下去。

“For Apple to sell a lot of phones in a year or two,” he says,” they’re going to have to come upwith some unbelievable innovation.”

他表示：“蘋果要想在一兩年里繼續(xù)銷售大量iPhone，就必須拿出一些不可思議的創(chuàng)新。”