And today we're going to discuss why iPhones have been getting so expensive, especially

而今天我們要討論的是，為什麼iPhone的價格越來越貴，尤其是

in the last few years.

在過去的幾年裡，。

This topic was the first place winner of last week's voting poll, and if you didn't

這個話題是上週投票調查的第一名，如果你沒有

get to vote, make sure you're subscribed.

得到投票，確保你是訂閱的。

That way the voting polls will show up right in your mobile activity feed and you can let

這樣一來，投票調查就會直接顯示在您的移動活動源中，您可以讓

me know which video you'd like to see next.

我知道你接下來想看哪個視頻。

So if you've been following iPhones for a while, you may've noticed a trend.

所以，如果你關注iPhone有一段時間了，你可能已經注意到一個趨勢。

Because back in 2012, the brand new iPhone 5 started at $200.

因為早在2012年，全新的iPhone5的起價是200美元。

While today, the current flagship iPhone starts at $1,000.

而如今，目前旗艦版iPhone的起售價為1000美元。

So what happened in the last few years that made iPhones costs $800 more than they did

那麼，在過去的幾年裡發生了什麼事，使得iPhone的成本比他們多了800美元。

just six years ago?

就在六年前？

Well we're going to dig into the numbers now and find out.

好吧，我們現在就來挖掘一下數據，看看。

So for the sake of this video, we're going to be comparing the base model flagship iPhone

是以，為了這個視頻，我們將比較基本款旗艦iPhone

5 released back in 2012, and the 64GB iPhone X from 2017.

5早在2012年就發佈了，而2017年的64GB iPhone X。

I chose last year's model just because it's close enough to this year's iPhone XS, but

我之所以選擇去年的機型，只是因為它和今年的iPhone XS足夠接近，但。

there's more data on sales, materials, components, and a year's worth of insight on how the

有更多的銷售、材料、零部件的數據，以及一年來對如何?

phone is manufactured.

手機的製造。

Now the iPhone 5 had an advertised price tag of $199 while the iPhone X had an advertised

現在，iPhone 5的廣告價格為199美元，而iPhone X的廣告價格為199美元。

price of $999.

價格為999元。

Now why do I say “advertised”?

現在我為什麼說 "廣告"？

Well back in 2012, you might remember the most popular way people paid for phones were

那麼早在2012年，你可能還記得人們最流行的手機支付方式是什麼？

through two year contracts offered by their carrier.

通過其運營商提供的兩年期合同。

You put down, in the case of the iPhone 5, $200 at the time of purchase, and somewhere

你放下，在iPhone 5的情況下，200美元在購買的時候，和某處

between $25 to $30 a month for two years.

每月25至30美元之間，為期兩年。

Nowadays, two year contracts are pretty rare.

現在，兩年的合同已經很罕見了。

Most people are on annual upgrade programs, where you pay something like fifty dollars

大多數人都在每年的升級計劃，在那裡你支付的東西像50美元。

a month for as long as you keep the phone.

一個月的時間，只要你保持手機。

But there has always been another way to buy an iPhone.

但一直以來，購買iPhone都有另一種方式。

And that is paying for it upfront, in full.

而且是先期全額支付。

And that means you aren't tied to a carrier through a contract, and all you have to pay

這就意味著你不需要通過合同與運營商捆綁在一起，你所需要支付的是：

for is your phones service, eliminating monthly phone payments.

為的就是你的手機服務，省去了每月的電話費。

Now this method of buying iPhones has become more popular in recent years since Apple stopped

現在這種購買iPhone的方法在近幾年比較流行，因為蘋果公司停止。

advertising the two-year contract price in 2015 and instead displayed the phone's full

在2015年宣傳兩年合約價，而是顯示手機的全。

price when buying outright.

直接購買時的價格。

So in order to compare the cost of both iPhones in a fair way, we have to use their unsubsidized

所以，為了公平地比較兩款iPhone的成本，我們必須用它們的無補貼的

price.

價格。

Which was $649 for the iPhone 5 in 2012 and $999 for the X in 2017.

其中2012年的iPhone 5為649美元，2017年的X為999美元。

Now that's still a big $350 price difference, so where is that extra cost coming from?

現在這350元的價格差距還是很大的，那麼多出來的成本從哪裡來呢？

The easiest and most cut-and-dry answer is that the components include in the iPhone

最簡單明瞭的答案是，iPhone中包含的組件是指

X cost more, which raises its manufacturing price.

X成本較高，從而提高了其製造價格。

But it goes even further than just the internal components.

但它甚至比內部組件更進一步。

Because almost every single material used on the exterior of the iPhone X was inherently

因為iPhone X外觀上使用的幾乎每一種材料都是天生的。

more expensive than the materials used in the iPhone 5.

比iPhone 5的材料更貴。

For example, the back of the iPhone X is made from super strong glass instead of aluminum,

例如，iPhone X的背面採用了超強的玻璃而非鋁製。

the sides are stainless steel instead of aluminum, the display is a much larger, more advanced,

側面是不鏽鋼而不是鋁，顯示屏更大，更先進。

and more expensive OLED panel instead of the fairly standard LED LCD used in the 5, and

和更昂貴的OLED面板，而不是在5中使用的相當標準的LED液晶顯示器，以及。

there's twice as many rear camera sensors.

有兩倍多的後置攝像頭傳感器。

But these materials account for just a fraction of what makes the iPhone X more expensive.

但這些材料只佔了iPhone X價格較高的一小部分。

You see, it used to cost Apple $207 to manufacture each 16GB iPhone 5 according to a September

你看，根據9月份的一份報告，蘋果公司生產每部16GB的iPhone 5的成本曾經達到207美元。

2012 report by IHS iSuppli.

IHS iSuppli的2012年報告。

Comparatively, the iPhone X cost Apple $370 per unit.

相對來說，iPhone X的單價是370美元，蘋果。

Which is an almost 80% increase in cost.

也就是增加了近80%的成本。

And that isn't even considering the research and development costs behind the iPhone X's

而這還沒有考慮到iPhone X背後的研發成本。

pioneering technology like the TrueDepth sensor.

TrueDepth傳感器等先鋒技術。

So let me break down the cost of the iPhone X's components, from most to least expensive,

所以，讓我來分析一下iPhone X的零部件成本，從最貴到最便宜。

and it all begins with the $110 Samsung OLED display fused to a 3D Touch glass panel.

而這一切都要從110美元的三星OLED顯示屏與3D觸控玻璃面板融合開始。

And this is by far the priciest component of the iPhone X.

而這也是目前iPhone X最貴的部件。

Almost double the next most expensive, which is the glass and stainless steel chassis.

幾乎是接下來最貴的一倍，也就是玻璃和不鏽鋼底盤。

Next is the rear camera system coming in it $35 per unit, then the storage and RAM which

其次是後置攝像頭系統來在它35美元/臺，然後存儲和內存，這

costs about $33, the A11 Bionic System on a Chip which is $27, and finally one of the

成本約為33美元，A11芯片上的仿生系統是27美元，最後是其中一個。

most affordable components on the iPhone X, which might come as a surprise, is the TrueDepth

最實惠的組件在iPhone X上，這可能是一個驚喜，是TrueDepth

sensor array at $17.

傳感器陣列，價格為17美元。

Now the remaining $87 goes to other small components like packaging, accessories, various

現在剩下的87元用於其他小部件，如包裝、配件、各種

sensors, and power conductors.

傳感器和電源導體。

And when you factor in everything else that it takes to get an iPhone from the drawing

當你考慮到其他一切因素，它需要從圖紙上得到一個iPhone。

board to a finished product, Apple collects a gross profit margin of 64 percent.

板到成品，蘋果收取的毛利率為64%。

So now you may be thinking, why is Apple including higher priced components in iPhones if it

所以，現在你可能會想，如果蘋果在iPhone中加入更高價格的組件，為什麼要在iPhone中加入更高價格的組件呢？

makes them so much more expensive?

讓他們如此昂貴？

Well a major reason why is because sales figures have proven that customers are willing to

嗯，一個重要的原因是，銷售數據已經證明，客戶願意

pay premium prices for premium technology.

為優質技術支付高價。

And before you accuse Apple of just trying to get as much money out of their customers

在你指責蘋果公司只是想從他們的客戶身上賺取更多的錢之前。

as possible, consider the iPhone SE.

儘可能的考慮iPhone SE。

Perhaps the best budget smartphone ever made.

也許是有史以來最好的經濟型智能手機。

And certainly a much better value than previous budget iPhone models like the 5C.

當然也比之前的5C等經濟型iPhone機型要划算得多。

Because the iPhone SE had the latest processor, antennas, and camera system with a display

因為iPhone SE擁有最新的處理器、天線和攝像頭系統，並配備了顯示屏

and design that was tried and true for customers and inexpensive for Apple to manufacture.

和設計，對客戶來說是屢試不爽的，對蘋果公司來說，生產成本也不高。

So with the iPhone SE, customers ended up with a modern smartphone with modern technology

是以，通過iPhone SE，客戶最終獲得了一款擁有現代技術的現代智能手機。

at the time for just $349.

當時僅售349元。

Probably the best dollar-for-dollar value of any smartphone ever.

可能是有史以來智能手機中性價比最高的一款。

But there was one problem, it just didn't sell well.

但有一個問題，就是賣得不好。

Compare that to the $999 iPhone X which sold extremely well.

相比之下，999美元的iPhone X賣得極好。

Now what does this mean?

現在這是什麼意思？

Well the obvious conclusion is that the vast majority customers are willing to pay premium

很明顯的結論是，絕大多數客戶都願意支付溢價。

prices for a premium device.

高級設備的價格。

And this market behavior still holds true today, since the more affordable iPhone XS

而這種市場行為在今天依然適用，因為價格更實惠的iPhone XS

was outsold by the XS Max by up to four times according to Ming-Chi Kuo, suggesting that

被XS Max賣出了多達4倍，根據郭明池的說法，這說明。

consumers are far more interested in a device with a form factor that's dramatically improved

消費者對一款外形尺寸大幅改進的設備更感興趣。

over its predecessor.

比其前代產品。

And another major reason why Apple is able to charge higher prices for iPhones is because

而蘋果之所以能夠對iPhone收取較高的價格，還有一個重要的原因，就是因為

customers are able to hold on to their devices for longer.

客戶能夠更長時間地堅持使用他們的設備。

I mean, the iPhone 6s is still a high performing device almost four years after its release

我的意思是，iPhone 6s在發佈近四年後，仍然是一款高性能的設備。

and it just received its third major iOS update, which actually made it even faster.

而且它剛剛收到了第三次重大的iOS更新，這實際上使它更快。

And considering iOS 12 supports iPhones from five years ago.

而考慮到iOS 12支持五年前的iPhone。

An iPhone X purchased in 2017 should last until 2022.

2017年購買的iPhone X應該可以使用到2022年。

And I don't think that's something many people could say about their iPhone 4.

而我想，這一點很多人都不能說自己的iPhone 4。

And Apple is actually trying to encourage users to keep their iPhones longer.

而蘋果其實是想鼓勵用戶延長iPhone的使用時間。

If you watch their iPhone XS event, you probably saw Lisa Jackson, the environmental director

如果你看他們的iPhone XS活動，你可能會看到環境總監Lisa Jackson。

of Apple, taking the stage and saying that if you're still satisfied with your iPhone,

的蘋果，上臺表示，如果你對你的iPhone還滿意。

you should keep it since it'll help reduce your environmental footprint.

你應該保留它，因為它將有助於減少你的環境足跡。

This could also be why Apple invested so many resources into ensuring iOS 12 would actually

這也可能是蘋果投入如此多的資源，確保iOS 12真的會

make older iPhones run faster, something that can't really be said about any other iOS

讓老款iPhone跑得更快，這一點在其他iOS系統中是說不過去的。

version.

版本。

But one of the most important points I want to make in this video is that Apple isn't

但在這個視頻中，我想說的最重要的一點是，蘋果並不是

the only company creating premium-priced smartphones.

唯一一家創造高端價格智能手機的公司。

In 2017, the iPhone X received a huge amount of criticism for it's $999 price tag, but

在2017年，iPhone X因其999美元的價格而受到了大量的責備，但。

at the same time the Samsung Galaxy Note 8 was being sold for $950.

在三星Galaxy Note 8售價950美元的同時。

So it actually wasn't even Apple who created the premium smartphone space, they simply

所以，其實根本不是蘋果公司創造了高端智能手機領域，他們只是單純的

made their own model to compete.

做了自己的模型來競爭。

And today, the Galaxy Note 9 costs more than any previous Samsung phone, starting at $1,000.

而如今，Galaxy Note 9的價格比以往任何一款三星手機都要高，起價1000美元。

So if Apple had skimped out on any of the iPhone X's features in order to make its

是以，如果蘋果為了讓其在iPhone X的任何功能上有所吝嗇。

price a little bit more affordable, they would have lost a competitive edge and lost customers

價格再實惠一點，他們就會失去競爭優勢，失去客戶。

by not being competitive and creating the most powerful, feature-filled device technology

通過不具備競爭力，創造最強大、功能最豐富的設備技術。

would allow.

將允許。

And considering the iPhone X's sales success, it would appear that Apple definitely made

而考慮到iPhone X的銷售成功，看來蘋果絕對是做出了

the right decision.

正確的決定。

Now I should mention that the iPhone X wasn't the only model Apple offered.

現在我應該提到，iPhone X並不是蘋果提供的唯一一款機型。

It just happened to be the most expensive.

恰好是最貴的。

Along with the iPhone X, Apple sold the iPhone 8 for $699, 8 Plus for $799, iPhone 7 for

除了iPhone X，蘋果還將iPhone 8賣到了699美元，8 Plus賣到了799美元，iPhone 7賣到了。

$549, iPhone 6s for $449, and iPhone SE for $349.

549美元，iPhone 6s為449美元，iPhone SE為349美元。

And the bestseller out of the entire 2017 iPhone lineup, was the $999 iPhone X.

而在2017年整個iPhone產品線中，最暢銷的，是999美元的iPhone X。

Which proves the point that most customers are willing to pay more for a device that

這證明了一點，即大多數客戶願意為一臺設備支付更多的費用，而這臺設備是

adds extra value to their lives.

為他們的生活增添了額外的價值。

Now what can we expect iPhone pricing to look like in the future?

現在，我們可以期待iPhone未來的定價是什麼樣的？

Well we can probably expect the price of components to decrease, since Apple recently invested

好吧，我們可能可以預期組件的價格會下降，因為蘋果最近投資了。

millions into LG, in order to accelerate development of their OLED production facility so Samsung

數百萬美元注入LG，以加速其OLED生產設施的發展，從而使三星

won't be the sole supplier of iPhone displays.

不會成為iPhone顯示屏的唯一供應商。

This'll give Samsung some competition and an incentive to lower their prices, which

這將給三星帶來一定的競爭和降價的動力，這。

will likely lower the production cost of future iPhones.

將可能降低未來iPhone的生產成本。

Also, if the iPhone XR is indicative of the future of cameras and 3D Touch for the iPhone

另外，如果說iPhoneXR預示著iPhone未來的攝像頭和3D Touch

line, we might see the amount of rear cameras go back down from two to one, as well as the

線，我們可能會看到後置攝像頭的數量從兩個回落到一個，以及。

addition of haptic touch in flagship iPhones to replace 3D Touch, which is a notoriously

在旗艦iPhone中加入觸覺觸摸，以取代3D Touch，這是一個臭名昭著的。

expensive technology to manufacture, test, and repair if the fragile 3D touch component

昂貴的技術來製造、測試和修復脆弱的3D觸摸組件。

breaks.

突破。

Now this next part may sound a bit crazy, but as Liquid Retina Display technology continues

現在，接下來的這部分可能聽起來有點瘋狂，但隨著Liquid Retina Display技術的不斷髮展，這部分的內容也會越來越多。

to develop, it might become advanced enough to replace OLED displays in iPhones.

來發展，它可能會變得足夠先進，取代iPhone中的OLED顯示屏。

Since LCDs are theoretically less expensive technology to manufacture, plus it doesn't

由於液晶顯示器理論上是製造成本較低的技術，再加上它沒有

cause eye strain like OLEDs do for some people due to its light flicker.

導致眼睛疲勞，就像OLED一樣，由於它的光閃爍，有些人。

Also, if Apple achieves their goal of producing iPhones using 100% recycled materials, that'll

另外，如果蘋果公司實現了使用100%回收材料生產iPhone的目標，那將會是

eliminate the need to purchase raw mineral materials.

免去購買原礦材料的需要；

This'll not only reduce Apple's carbon footprint, but further reduce the price of

這不僅能減少蘋果的碳足跡，還能進一步降低價格。

Apple devices since the product lifecycle would become a closed loop.

蘋果設備，因為產品的生命週期將成為一個閉環。

So all together, if you're willing to pay a higher price tag for a much nicer device

所以綜合來看，如果你願意花更高的價格買一個更好的設備的話

every three or four years, Apple's ready to charge you for three to four years of value

每隔三四年，蘋果就會向你收取三四年的價值。

and usage, which I think ultimately is a better deal for both Apple, and you, the customer.

和使用情況，我認為最終對蘋果公司和你，客戶來說都是一個更好的交易。

So that is why iPhones are getting more expensive, and if you want to vote for the next video

所以這也是為什麼iPhone越來越貴的原因，如果你想投下一個視頻的話

topic, don't forget to subscribe.

題，別忘了訂閱。

Thanks for watching, and I'll see you next time.

謝謝你的觀看，我們下次再見。