调查显示只有 18％ 用户愿意购买 $1,000 美元定价的新 iPhone

正当有消息透露 Apple 将于 9 月 12 日举行新 iPhone 的发布会，那边厢 Samsung 已在纽约发布最新一代旗舰大作 Galaxy Note 8 正面进击，这便看 Apple 下月要如何回击。而据早前消息透露新 iPhone 的定价将高达 $1,000 美元，令不少用家因而却步。Barclays 公司的 Mark Moskowitz 和分析师统计指出，Samsung Galqaxy Note 8 的推出将会更进一步占据市场，这将会是 Apple 的一个颇大的威胁。当中调查结果更显示，只有 18％ 用家表示会购买定价美金 $1,000 元的新 iPhone。

While the device itself seems more evolutionary than revolutionary, we believe this launch represents the return of staunch competition into the premium segment ($700+ ASP) of the smartphone market following Samsung’s Note 7 debacle last year. For Apple, we are concerned that the company needs to meet momentous investor expectations following the expected launch of three new iPhone devices in September. This could be made more challenging when considering that only 18% of potential iPhone buyers are willing to spend $1,000+ for a new device (Wireless Subscriber Survey; 08/09/17), which is below the 30-35% figure investors seem to be expecting.

Barclays 公司提到虽然 Samsung 上年受到 Galaxy Note 7 的灾难，但今年上季度已经看到有少量增长。另外除 Samsung 的威胁之外，越来越多消费者开始接触中端手机市场，特别是中国有着多个手机品牌如小米、华为、OPPO 等崛起，亦让 Apple 面临更多的挑战。而最近 Apple 的股价从 $159.78 美元降至 $146 美元，看来要等待新 iPhone 出炉才有机会回升。