Name: 為什麼蘋果在印度失敗（以及為什麼它很重要）？ (Why Apple Fails in India (& Why it Matters))
Uploaded: 2021-01-14T08:05:44.000Z
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基礎被動語態

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In just five years, it'll pass China and
become the most populous country on the planet.

The streets are chaotic, markets, overcrowded,
and its economy, bursting with potential.

While it's still decades behind on basic
infrastructure like schools and sanitation,

India's GDP is among the fastest growing
in the world.

Which, for companies, means 1.3 billion potential
customers, Many of whom are using the internet

Where Amazon, Google, and Uber struggle to
enter and compete with locals like Baidu and

Alibaba in China, they've largely succeeded
in India.

With one big exception: Apple is almost nowhere
to be found.

The iPhone is an unstoppable, money-making
machine, more successful than Boeing's 737,

Toyota's Corolla, and the entire Star Wars
franchise.

And yet, here, it only commands about 1% of
the whole smartphone market.

Just in the last year, its government threatened
to ban the iPhone over a disagreement about

privacy, Apple reportedly lost three key Indian
executives, and it failed to get approval

It's safe to say things aren't going so
well.

And what does it mean for the future of Apple?

This is the sales miracle known as the iPhone.

Apple went from selling 1 million in 2007,
to 11 in 2008, All the way to a record-breaking

In the last three years, sales have been…
flat.

And, if we look at all smartphones, you can
see Apple is no exception.

What was 40, or 50, or even 60 percent growth,
has now become zero.

Now, if “flat” means consistently selling
200 million premium devices year after year,

The iPhone isn't declining, it's just…
not growing.

But Apple, of course, is a public company,
and the stock market is based on the expectation

It's not enough to make an unbelievable
amount of money.

It needs to make an unbelievable amount more
than last year.

There are three ways Apple can sell an iPhone.

Someone buying their first smartphone, Someone
switching from a competitor, or someone upgrading

The first two have been incredibly fruitful,
and are still responsible for millions of

But there are only so many humans on Earth,
And, at least for now, Apple is not in the

Which brings us to the third category: the
customers it already has.

For the average person, two-year upgrades
are becoming three or four, or whenever this

Premium smartphone companies are in the business
of making better, longer-lasting devices that

But that also makes them less eager to upgrade
in the future.

We've reached a point where most people
are mostly happy with what they have.

In some ways, Apple is too successful for
its own good.

Today, it may sell the same number of phones,
but more profit is being made, thanks to the

Plus, existing users are valuable in more
ways than one - we buy Apple music, iCloud

storage, Apple Watch, AirPods, and soon, Apple
streaming video.

So, this graph, the company argues, can only
say so much.

That's why it no longer publishes the number
of phones sold.

Sure, sales may be flat, but the average selling
price is anything but.

The last two years have proven people are
willing to pay eleven, twelve, fourteen hundred

In other words, this strategy is working.

And that's why emerging markets are, if
not existential, at least very important for

So, Apple, in need of customers, meet, India,
in need of phones.

63 thousand Indians are pulled out of extreme
poverty every day.

Now, in terms of raw GDP, India ranks an impressive
sixth place, right behind the United Kingdom.

But, adjusted per capita, it's only $1,939
to China's $8,827.

Meanwhile, the cheaper iPhone XR starts at
$749.

In India, the price is 77 thousand Rupees,
Or around eleven hundred dollars.

The XS, on the other hand, is upwards of $1,420.

Here, Apple's strategy of raising prices
is backfiring.

An estimated 75% of smartphones are sold for
less than $250.

For most people, the iPhone is simply too
expensive.

Even the much older iPhone 6 and SE, are sold
at relatively high prices.

For that kind of money, customers expect a
brand new phone, not a 3 or 5 year old one.

Most Indians don't even buy smart phones,
but basic, feature phones like the JioPhone,

which is effectively free with a small, refundable
deposit.

So, the iPhone is a tiny sliver of the premium
market, which is only a small segment of smartphone

sales, which, account for less than half of
all phone sales.

Now, Apple has never purely been driven by
unit sales or market share.

For the most part, it's just not interested
in selling to all price points.

But this market share is barely even noticeable.

Unfortunately, price is only one part of the
problem.

It also lacks brand recognition, Is affected
by a weaker currency, plus tariffs, And even

for those that can afford it, the iPhone in
India just isn't as good a product…

It lacks Apple Pay, Apple Maps is, let's
say limited, and Siri still has trouble understanding

Some of Apple's most undervalued assets
are its over 500 retail stores across 19 countries.

It builds giant glass cubes, renovates historic
theaters, and practically defies the laws

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為什麼蘋果在印度失敗（以及為什麼它很重要）？ (Why Apple Fails in India (& Why it Matters))

potential

significant

strategy

thrive