Episode 33: 苹果为什么定价一年比一年贵？来一窥它背后的策略

What this episode covers

采访制作丨徐涛校对丨秘丛丛（以下文字只是音频内容的少许补充）昨天苹果秋季发布会之后，吐槽集中在了新 iPhone 的高价上。例如，“苹果发布了一款能精确检测心跳的手表，以及高价到能让人心跳停止的手机”，等等。吐槽固然很有趣，但我觉得苹果的定价策略也很有趣。特别是在我们这样一个充斥着低价策略的国度中，进行这样的讨论更有趣。在这次访谈中，你会听到，苹果在过去一步步证明了其用户支付溢价的意愿。一个证明是2013年的 iPhone 5C，这款稍微低价的产品，并没帮苹果将市场拓展到大量中低端用户群；倒是有不少曾经消费中低端手机的用户在更新手机之际更愿买价格更高一些的5S。第二个证明就是在去年。在高价 iPhone X 发布之后，媒体和分析师对之并不看好。但事实上，iPhone X 的销售还不错，这让苹果在一个饱和的智能手机市场中整体销量并没下滑，同时还拉升了平均每款设备的销售价格。同时，你也会听到，苹果本身扎实的技术能力，卓越的供应链控制，再加上竞争对手（包括三星和 Google 在内）糟糕的表现，都使得 iPhone 这样的定价策略少了很多风险多了很多机遇。但苹果这样的定价策略也依然面临一些风险，例如： 1、在新兴市场经济形势不妙的情况下，这样的定价策略是否会让苹果在新兴市场上的销量大幅下滑？ 2、过去一年中人们对 iPhone X的买单意愿，究竟有多少是因为 iPhone 十周年特别版的因素使然？如果这个因素很大，是否我们无法对 iPhone XS Max 和 iPhone XS 高价下的销量抱有乐观？ 3、高定价策略是否会改变人们对手机进行更新的频率？如果是这样，而且苹果无法在未来持续推出足够创新的产品，那未来的销量会受到影响。更详细的讨论请听这一期的音频内容。也欢迎大家对苹果的定价策略进行讨论。 Enjoy！

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This episode is 26 minutes long.

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This episode was published on September 14, 2018.

What is this episode about?

采访制作丨徐涛校对丨秘丛丛（以下文字只是音频内容的少许补充）昨天苹果秋季发布会之后，吐槽集中在了新 iPhone 的高价上。例如，“苹果发布了一款能精确检测心跳的手表，以及高价到能让人心跳停止的手机”，等等。吐槽固然很有趣，但我觉得苹果的定价策略也很有趣。特别是在我们这样一个充斥着低价策略的国度中，进行这样的讨论更有趣。在这次访谈中，你会听到，苹果在过去一步步证明了其用户支付溢价的意愿。一个证明是2013年的 iPhone...

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