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2021-09-13
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Secret to Apple’s iPhone Sales Boom: Big 5G Deals From Wireless Carriers<blockquote>苹果 iPhone 销售热潮的秘密： 无线运营商的 5G 大交易</blockquote>
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As Apple prepares to show off a new crop of 5G-enabled iPhones Tuesday, a big question is how long that expensive fight among the carriers for customers will continue to propel iPhone sales.</p><p><blockquote>威瑞森通信公司、美国电话电报公司和T-Mobile美国公司在过去一年中推出了巨额补贴，以留住客户并降低购买新iPhone的成本，以便用户升级到他们的5G服务。随着苹果准备在周二展示一批新的支持5G的iPhone，一个大问题是运营商之间为争夺客户而进行的昂贵斗争将继续推动iPhone的销售多久。</blockquote></p><p> The newest iPhones—set to be showcased at Apple’s annual September event, which will be livestreamed—are expected to be more evolutionary than revolutionary. Apple is expected to keep the small, regular and larger sizes and come out with improved camera capabilities.</p><p><blockquote>最新款 iPhone 将在苹果 9 月份的年度发布会上亮相，届时将进行现场直播。苹果预计将保持小型、常规和更大的尺寸，并推出改进的相机功能。</blockquote></p><p> The expectations have set the stage for a less dramatic technological leap than last fall, when the phones added 5G, the first big update since the iPhone X in 2017 and the iPhone 6 in 2014. Those new phones helped fuel record sales in their respective inaugural 12 months.</p><p><blockquote>这些期望为去年秋天不那么引人注目的技术飞跃奠定了基础，当时手机增加了5G，这是自2017年iPhone X和2014年iPhone 6以来的首次重大更新。这些新手机在各自的首个12个月里帮助推动了创纪录的销售。</blockquote></p><p> The Cupertino, Calif., company is on pace to sell a record 239 million iPhones in the fiscal year that ends later this month, a 27% increase from the previous year, according to estimates by analysts surveyed by FactSet. Apple no longer breaks out units shipped but has said iPhone revenue rose 38% in the first nine months of the fiscal year.</p><p><blockquote>根据FactSet调查的分析师的估计，这家总部位于加利福尼亚州库比蒂诺的公司有望在本月晚些时候结束的财年销售创纪录的2.39亿部iPhone，比上一年增长27%。苹果不再公布出货量，但表示本财年前九个月 iPhone 收入增长了 38%。</blockquote></p><p> Asked several times this year about the potential for continued growth, Chief Executive Tim Cook has remained optimistic. “We’re in the very early innings of 5G,” he told analysts in July. “If you look at 5G penetration around the world, there’s only a couple of countries that are in the double-digits yet. And so that’s an amazing thing nine months or so into this.”</p><p><blockquote>今年多次被问及持续增长的潜力时，首席执行官蒂姆·库克仍然保持乐观。“他在 7 月份对分析师说：”我们正处于 5G 的早期阶段。“如果你看看全球 5G 的普及率，只有少数几个国家的普及率达到了两位数。因此，在过去九个月左右的时间里，这是一件令人惊讶的事情。”</blockquote></p><p> Less than 5% of U.S. buyers actually cited the 5G technology as a motivator to buy their phones, according to customer surveys conducted by Consumer Intelligence Research Partners. The three big mobile network operators have been building out their capabilities for the fifth-generation cellular standard, which holds the promise of moving data over the air quicker and in more volume than before, helping improve the quality of video chats, improve online videogames and usher in new uses.</p><p><blockquote>根据消费者情报研究合作伙伴进行的客户调查，不到5%的美国买家实际上将5G技术作为购买手机的动力。三大移动网络运营商一直在为第五代蜂窝标准构建他们的能力，该标准有望比以前更快、更大量地通过空中传输数据，有助于提高视频聊天的质量，改进在线视频游戏并带来新的用途。</blockquote></p><p> But the lack of a killer use for 5G has meant a lot of people haven’t paid attention to it. “The people we talked to for surveys don’t even know about it,” said Michael Levin, Consumer Intelligence Research co-founder.</p><p><blockquote>但是，由于 5G 缺乏杀手级用途，很多人都没有关注到它。“消费者情报研究公司（Consumer Intelligence Research）联合创始人迈克尔-莱文（Michael Levin）说：”我们接受调查采访的人甚至都不知道这一点。</blockquote></p><p> 5G wasn’t a factor for Justin Jacob, a 25-year-old copywriter in suburban Detroit. Instead, he said, his interest was piqued by updates to the phone’s cameras, and he was ultimately convinced to ditch his iPhone XS for the iPhone 12 Pro, which starts at $999, because of a deal offered by Verizon last fall.</p><p><blockquote>对于底特律郊区 25 岁的文案贾斯汀-雅各布来说，5G 并不是一个因素。相反，他说，手机摄像头的更新激起了他的兴趣，他最终被说服放弃 iPhone XS，转而购买 iPhone 12 Pro，起价为 999 美元，因为 Verizon 去年秋天提供了一项优惠。</blockquote></p><p> Mr. Jacob said the carrier offered him around $500 for his old phone and a monthly payment of $21 over 18 months for the new one while his previous carrier offered $245 for a trade-in and wanted money up front for the next device. “It was just the best deal I’ve ever had,” he said. “And my wife did the same thing.”</p><p><blockquote>雅各布先生说，运营商为他的旧手机提供了大约500美元，并在18个月内每月支付21美元购买新手机，而他之前的运营商提供了245美元的以旧换新，并希望为下一部设备预付钱。“他说：”这是我得到过的最好的交易。“我妻子也做了同样的事情。”</blockquote></p><p> They weren’t alone in landing sweet deals. The arrival of mainstream 5G phones in the U.S. last fall was seen as a potential catalyst for carriers to poach customers from rivals, especially as a large number of iPhone users were seen as ripe for upgrading after putting it off for several years. The carriers have been investing heavily to build out their 5G networks and have incentive to show a continuing customer base for the new offerings.</p><p><blockquote>他们并不是唯一一家获得甜蜜交易的公司。去年秋天主流5G手机在美国的到来被视为运营商从竞争对手那里挖走客户的潜在催化剂，特别是大量iPhone用户在推迟几年后被认为升级的时机已经成熟。运营商一直在大力投资建设他们的5G网络，并有动力为新产品展示持续的客户群。</blockquote></p><p> The latest battle between carriers began to emerge ahead of the iPhone 12’s arrival. Last year, AT&T, which had a lot of legacy iPhone users, started targeting incentives at existing customers to upgrade rather than just trying to lure new ones in from competitors, said Cliff Maldonado, principal analyst for BayStreet Research.</p><p><blockquote>在 iPhone 12 到来之前，运营商之间的最新争斗已经开始出现。BayStreet Research 首席分析师克里夫·马尔多纳多 (Cliff Maldonado) 表示，去年，拥有大量传统 iPhone 用户的 AT&T 开始针对现有客户进行升级激励，而不仅仅是试图从竞争对手那里吸引新客户。</blockquote></p><p> “The carriers are fighting like mad,” Mr. Maldonado said. “I tell my clients it can get a lot more aggressive because every carrier has reasons to grow.”</p><p><blockquote>“马尔多纳多先生说：”运营商们正在疯狂地战斗。“我告诉我的客户，它可以变得更加激进，因为每个运营商都有发展的理由”。</blockquote></p><p> Carriers more than doubled their incentive spending during the past three quarters compared with a year earlier, according to estimates by BayStreet Research, which tracks device sales. The average customer saw around $200 of benefit compared with about $100 a year earlier, the consulting firm’s data estimates.</p><p><blockquote>根据跟踪设备销售的 BayStreet Research 的估计，与去年同期相比，过去三个季度运营商的激励支出增加了一倍多。该咨询公司的数据估计，客户的平均收益约为 200 美元，而去年同期约为 100 美元。</blockquote></p><p> The advertised deals had some eye-popping numbers, including offering some customers brand-new devices for no money down or small monthly payments stretched over many months. Recently AT&T was offering up to $700 credits for trades for a new iPhone Pro that would then cost $8.31 a month for three years.</p><p><blockquote>广告中的交易有一些令人瞠目结舌的数字，包括向一些客户提供全新的设备，无需首付或每月支付数月的小额付款。最近，美国电话电报公司为新iPhone Pro提供高达700美元的交易积分，三年内每月8.31美元。</blockquote></p><p></p><p> Some industry observers have questioned how long the carrier will continue the fight. Asked by an analyst in August if AT&T might rein in its subsidies spending, Chief Financial Officer Pascal Desroches said the company was happy with the results. “The offers that we have out there are competitive, and they’re very profitable for us,” he said. “So for the foreseeable future, I don’t see any changes in that.”</p><p><blockquote>一些行业观察家质疑运营商将继续战斗多久。8 月份，当一位分析师问及 AT&T 是否可能控制补贴支出时，首席财务官 Pascal Desroches 表示，该公司对结果感到满意。“他说：”我们提供的报价很有竞争力，对我们来说利润很高。“因此，在可预见的未来，我认为这方面不会有任何变化。”</blockquote></p><p> In many ways, it is a return to the original way customers acquired their iPhones when they were heavily subsidized by the carriers eager to win business and lock users into two-year contracts. But as the smartphone market matured, carriers shifted their strategies around 2014 to put the phone’s cost on the customers’ shoulders through monthly payment plans.</p><p><blockquote>在许多方面，这是对客户购买iPhone的原始方式的回归，当时他们得到了急于赢得业务的运营商的大量补贴，并将用户锁定在两年的合同中。但随着智能手机市场的成熟，运营商在 2014 年左右改变了策略，通过按月付费计划将手机费用转嫁给用户。</blockquote></p><p> As customers, such as Mr. Jacob, benefit from a return to a carrier-subsidized phone, so does Apple, especially as buyers gravitate to the more expensive models.</p><p><blockquote>像雅各布这样的客户受益于运营商补贴手机的回归，苹果也是如此，尤其是当买家被更昂贵的型号所吸引时。</blockquote></p><p> The tech giant is seeing the average selling price of iPhones rise 12% to $829 this fiscal year, according to analyst estimates. The higher price has helped contribute to three consecutive blockbuster quarters this fiscal year and, according to analyst expectations, puts Apple on track to possibly earn a record of more than $93 billion for the fiscal year that ends this month.</p><p><blockquote>据分析师估计，这家科技巨头本财年iPhone的平均售价将上涨12%，达到829美元。较高的价格促成了本财年连续三个季度的大卖，根据分析师的预期，苹果有望在截至本月的财年赚取超过 930 亿美元的创纪录收入。</blockquote></p><p> “Anything that reduces the price to the customer is good for the customer and obviously good for the carrier that’s doing it and good for us as well,” Mr. Cook said earlier this year. He said he believes carrier competition will continue. “And so it’s a win across the board.”</p><p><blockquote>“库克先生今年早些时候说：”任何降低客户价格的措施对客户都有好处，显然对这样做的运营商也有好处，对我们也有好处。他表示，他相信运营商竞争将继续下去。“因此，这是一场全面的胜利”。</blockquote></p><p></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Secret to Apple’s iPhone Sales Boom: Big 5G Deals From Wireless Carriers<blockquote>苹果 iPhone 销售热潮的秘密： 无线运营商的 5G 大交易</blockquote></title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nSecret to Apple’s iPhone Sales Boom: Big 5G Deals From Wireless Carriers<blockquote>苹果 iPhone 销售热潮的秘密： 无线运营商的 5G 大交易</blockquote>\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">WSJ</strong><span class=\"h-time small\">2021-09-13 09:16</span>\n</p>\n</h4>\n</header>\n<article>\n<p>Apple Inc.’s iPhone sales have been booming since it launched models last year with ultrafast 5G cellular capability—boosted in large part by wireless companies’ attractive offers to get customers using the new technology.</p><p><blockquote>自去年推出具有超高速 5G 蜂窝功能的机型以来，苹果公司的 iPhone 销量一直在蓬勃发展，这在很大程度上得益于无线公司为吸引客户使用新技术而提供的诱人优惠。</blockquote></p><p> Verizon Communications Inc., AT&T Inc. and T-Mobile US Inc. have rolled out huge subsidies over the past year to retain customers and reduce the cost of buying new iPhones so users will upgrade to their 5G services. As Apple prepares to show off a new crop of 5G-enabled iPhones Tuesday, a big question is how long that expensive fight among the carriers for customers will continue to propel iPhone sales.</p><p><blockquote>威瑞森通信公司、美国电话电报公司和T-Mobile美国公司在过去一年中推出了巨额补贴，以留住客户并降低购买新iPhone的成本，以便用户升级到他们的5G服务。随着苹果准备在周二展示一批新的支持5G的iPhone，一个大问题是运营商之间为争夺客户而进行的昂贵斗争将继续推动iPhone的销售多久。</blockquote></p><p> The newest iPhones—set to be showcased at Apple’s annual September event, which will be livestreamed—are expected to be more evolutionary than revolutionary. Apple is expected to keep the small, regular and larger sizes and come out with improved camera capabilities.</p><p><blockquote>最新款 iPhone 将在苹果 9 月份的年度发布会上亮相，届时将进行现场直播。苹果预计将保持小型、常规和更大的尺寸，并推出改进的相机功能。</blockquote></p><p> The expectations have set the stage for a less dramatic technological leap than last fall, when the phones added 5G, the first big update since the iPhone X in 2017 and the iPhone 6 in 2014. Those new phones helped fuel record sales in their respective inaugural 12 months.</p><p><blockquote>这些期望为去年秋天不那么引人注目的技术飞跃奠定了基础，当时手机增加了5G，这是自2017年iPhone X和2014年iPhone 6以来的首次重大更新。这些新手机在各自的首个12个月里帮助推动了创纪录的销售。</blockquote></p><p> The Cupertino, Calif., company is on pace to sell a record 239 million iPhones in the fiscal year that ends later this month, a 27% increase from the previous year, according to estimates by analysts surveyed by FactSet. Apple no longer breaks out units shipped but has said iPhone revenue rose 38% in the first nine months of the fiscal year.</p><p><blockquote>根据FactSet调查的分析师的估计，这家总部位于加利福尼亚州库比蒂诺的公司有望在本月晚些时候结束的财年销售创纪录的2.39亿部iPhone，比上一年增长27%。苹果不再公布出货量，但表示本财年前九个月 iPhone 收入增长了 38%。</blockquote></p><p> Asked several times this year about the potential for continued growth, Chief Executive Tim Cook has remained optimistic. “We’re in the very early innings of 5G,” he told analysts in July. “If you look at 5G penetration around the world, there’s only a couple of countries that are in the double-digits yet. And so that’s an amazing thing nine months or so into this.”</p><p><blockquote>今年多次被问及持续增长的潜力时，首席执行官蒂姆·库克仍然保持乐观。“他在 7 月份对分析师说：”我们正处于 5G 的早期阶段。“如果你看看全球 5G 的普及率，只有少数几个国家的普及率达到了两位数。因此，在过去九个月左右的时间里，这是一件令人惊讶的事情。”</blockquote></p><p> Less than 5% of U.S. buyers actually cited the 5G technology as a motivator to buy their phones, according to customer surveys conducted by Consumer Intelligence Research Partners. The three big mobile network operators have been building out their capabilities for the fifth-generation cellular standard, which holds the promise of moving data over the air quicker and in more volume than before, helping improve the quality of video chats, improve online videogames and usher in new uses.</p><p><blockquote>根据消费者情报研究合作伙伴进行的客户调查，不到5%的美国买家实际上将5G技术作为购买手机的动力。三大移动网络运营商一直在为第五代蜂窝标准构建他们的能力，该标准有望比以前更快、更大量地通过空中传输数据，有助于提高视频聊天的质量，改进在线视频游戏并带来新的用途。</blockquote></p><p> But the lack of a killer use for 5G has meant a lot of people haven’t paid attention to it. “The people we talked to for surveys don’t even know about it,” said Michael Levin, Consumer Intelligence Research co-founder.</p><p><blockquote>但是，由于 5G 缺乏杀手级用途，很多人都没有关注到它。“消费者情报研究公司（Consumer Intelligence Research）联合创始人迈克尔-莱文（Michael Levin）说：”我们接受调查采访的人甚至都不知道这一点。</blockquote></p><p> 5G wasn’t a factor for Justin Jacob, a 25-year-old copywriter in suburban Detroit. Instead, he said, his interest was piqued by updates to the phone’s cameras, and he was ultimately convinced to ditch his iPhone XS for the iPhone 12 Pro, which starts at $999, because of a deal offered by Verizon last fall.</p><p><blockquote>对于底特律郊区 25 岁的文案贾斯汀-雅各布来说，5G 并不是一个因素。相反，他说，手机摄像头的更新激起了他的兴趣，他最终被说服放弃 iPhone XS，转而购买 iPhone 12 Pro，起价为 999 美元，因为 Verizon 去年秋天提供了一项优惠。</blockquote></p><p> Mr. Jacob said the carrier offered him around $500 for his old phone and a monthly payment of $21 over 18 months for the new one while his previous carrier offered $245 for a trade-in and wanted money up front for the next device. “It was just the best deal I’ve ever had,” he said. “And my wife did the same thing.”</p><p><blockquote>雅各布先生说，运营商为他的旧手机提供了大约500美元，并在18个月内每月支付21美元购买新手机，而他之前的运营商提供了245美元的以旧换新，并希望为下一部设备预付钱。“他说：”这是我得到过的最好的交易。“我妻子也做了同样的事情。”</blockquote></p><p> They weren’t alone in landing sweet deals. The arrival of mainstream 5G phones in the U.S. last fall was seen as a potential catalyst for carriers to poach customers from rivals, especially as a large number of iPhone users were seen as ripe for upgrading after putting it off for several years. The carriers have been investing heavily to build out their 5G networks and have incentive to show a continuing customer base for the new offerings.</p><p><blockquote>他们并不是唯一一家获得甜蜜交易的公司。去年秋天主流5G手机在美国的到来被视为运营商从竞争对手那里挖走客户的潜在催化剂，特别是大量iPhone用户在推迟几年后被认为升级的时机已经成熟。运营商一直在大力投资建设他们的5G网络，并有动力为新产品展示持续的客户群。</blockquote></p><p> The latest battle between carriers began to emerge ahead of the iPhone 12’s arrival. Last year, AT&T, which had a lot of legacy iPhone users, started targeting incentives at existing customers to upgrade rather than just trying to lure new ones in from competitors, said Cliff Maldonado, principal analyst for BayStreet Research.</p><p><blockquote>在 iPhone 12 到来之前，运营商之间的最新争斗已经开始出现。BayStreet Research 首席分析师克里夫·马尔多纳多 (Cliff Maldonado) 表示，去年，拥有大量传统 iPhone 用户的 AT&T 开始针对现有客户进行升级激励，而不仅仅是试图从竞争对手那里吸引新客户。</blockquote></p><p> “The carriers are fighting like mad,” Mr. Maldonado said. “I tell my clients it can get a lot more aggressive because every carrier has reasons to grow.”</p><p><blockquote>“马尔多纳多先生说：”运营商们正在疯狂地战斗。“我告诉我的客户，它可以变得更加激进，因为每个运营商都有发展的理由”。</blockquote></p><p> Carriers more than doubled their incentive spending during the past three quarters compared with a year earlier, according to estimates by BayStreet Research, which tracks device sales. The average customer saw around $200 of benefit compared with about $100 a year earlier, the consulting firm’s data estimates.</p><p><blockquote>根据跟踪设备销售的 BayStreet Research 的估计，与去年同期相比，过去三个季度运营商的激励支出增加了一倍多。该咨询公司的数据估计，客户的平均收益约为 200 美元，而去年同期约为 100 美元。</blockquote></p><p> The advertised deals had some eye-popping numbers, including offering some customers brand-new devices for no money down or small monthly payments stretched over many months. Recently AT&T was offering up to $700 credits for trades for a new iPhone Pro that would then cost $8.31 a month for three years.</p><p><blockquote>广告中的交易有一些令人瞠目结舌的数字，包括向一些客户提供全新的设备，无需首付或每月支付数月的小额付款。最近，美国电话电报公司为新iPhone Pro提供高达700美元的交易积分，三年内每月8.31美元。</blockquote></p><p></p><p> Some industry observers have questioned how long the carrier will continue the fight. Asked by an analyst in August if AT&T might rein in its subsidies spending, Chief Financial Officer Pascal Desroches said the company was happy with the results. “The offers that we have out there are competitive, and they’re very profitable for us,” he said. “So for the foreseeable future, I don’t see any changes in that.”</p><p><blockquote>一些行业观察家质疑运营商将继续战斗多久。8 月份，当一位分析师问及 AT&T 是否可能控制补贴支出时，首席财务官 Pascal Desroches 表示，该公司对结果感到满意。“他说：”我们提供的报价很有竞争力，对我们来说利润很高。“因此，在可预见的未来，我认为这方面不会有任何变化。”</blockquote></p><p> In many ways, it is a return to the original way customers acquired their iPhones when they were heavily subsidized by the carriers eager to win business and lock users into two-year contracts. But as the smartphone market matured, carriers shifted their strategies around 2014 to put the phone’s cost on the customers’ shoulders through monthly payment plans.</p><p><blockquote>在许多方面，这是对客户购买iPhone的原始方式的回归，当时他们得到了急于赢得业务的运营商的大量补贴，并将用户锁定在两年的合同中。但随着智能手机市场的成熟，运营商在 2014 年左右改变了策略，通过按月付费计划将手机费用转嫁给用户。</blockquote></p><p> As customers, such as Mr. Jacob, benefit from a return to a carrier-subsidized phone, so does Apple, especially as buyers gravitate to the more expensive models.</p><p><blockquote>像雅各布这样的客户受益于运营商补贴手机的回归，苹果也是如此，尤其是当买家被更昂贵的型号所吸引时。</blockquote></p><p> The tech giant is seeing the average selling price of iPhones rise 12% to $829 this fiscal year, according to analyst estimates. The higher price has helped contribute to three consecutive blockbuster quarters this fiscal year and, according to analyst expectations, puts Apple on track to possibly earn a record of more than $93 billion for the fiscal year that ends this month.</p><p><blockquote>据分析师估计，这家科技巨头本财年iPhone的平均售价将上涨12%，达到829美元。较高的价格促成了本财年连续三个季度的大卖，根据分析师的预期，苹果有望在截至本月的财年赚取超过 930 亿美元的创纪录收入。</blockquote></p><p> “Anything that reduces the price to the customer is good for the customer and obviously good for the carrier that’s doing it and good for us as well,” Mr. Cook said earlier this year. He said he believes carrier competition will continue. “And so it’s a win across the board.”</p><p><blockquote>“库克先生今年早些时候说：”任何降低客户价格的措施对客户都有好处，显然对这样做的运营商也有好处，对我们也有好处。他表示，他相信运营商竞争将继续下去。“因此，这是一场全面的胜利”。</blockquote></p><p></p>\n<div class=\"bt-text\">\n\n\n<p> 来源：<a href=\"https://www.wsj.com/articles/secret-to-apples-iphone-sales-boom-big-5g-deals-from-wireless-carriers-11631448003?mod=hp_lead_pos4\">WSJ</a></p>\n<p>为提升您的阅读体验，我们对本页面进行了排版优化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"TMUS":"T-Mobile US Inc","T":"At&T","AAPL":"苹果","VZ":"Verizon Comms"},"source_url":"https://www.wsj.com/articles/secret-to-apples-iphone-sales-boom-big-5g-deals-from-wireless-carriers-11631448003?mod=hp_lead_pos4","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1189681182","content_text":"Apple Inc.’s iPhone sales have been booming since it launched models last year with ultrafast 5G cellular capability—boosted in large part by wireless companies’ attractive offers to get customers using the new technology.\nVerizon Communications Inc., AT&T Inc. and T-Mobile US Inc. have rolled out huge subsidies over the past year to retain customers and reduce the cost of buying new iPhones so users will upgrade to their 5G services. As Apple prepares to show off a new crop of 5G-enabled iPhones Tuesday, a big question is how long that expensive fight among the carriers for customers will continue to propel iPhone sales.\nThe newest iPhones—set to be showcased at Apple’s annual September event, which will be livestreamed—are expected to be more evolutionary than revolutionary. Apple is expected to keep the small, regular and larger sizes and come out with improved camera capabilities.\nThe expectations have set the stage for a less dramatic technological leap than last fall, when the phones added 5G, the first big update since the iPhone X in 2017 and the iPhone 6 in 2014. Those new phones helped fuel record sales in their respective inaugural 12 months.\nThe Cupertino, Calif., company is on pace to sell a record 239 million iPhones in the fiscal year that ends later this month, a 27% increase from the previous year, according to estimates by analysts surveyed by FactSet. Apple no longer breaks out units shipped but has said iPhone revenue rose 38% in the first nine months of the fiscal year.\nAsked several times this year about the potential for continued growth, Chief Executive Tim Cook has remained optimistic. “We’re in the very early innings of 5G,” he told analysts in July. “If you look at 5G penetration around the world, there’s only a couple of countries that are in the double-digits yet. And so that’s an amazing thing nine months or so into this.”\nLess than 5% of U.S. buyers actually cited the 5G technology as a motivator to buy their phones, according to customer surveys conducted by Consumer Intelligence Research Partners. The three big mobile network operators have been building out their capabilities for the fifth-generation cellular standard, which holds the promise of moving data over the air quicker and in more volume than before, helping improve the quality of video chats, improve online videogames and usher in new uses.\nBut the lack of a killer use for 5G has meant a lot of people haven’t paid attention to it. “The people we talked to for surveys don’t even know about it,” said Michael Levin, Consumer Intelligence Research co-founder.\n5G wasn’t a factor for Justin Jacob, a 25-year-old copywriter in suburban Detroit. Instead, he said, his interest was piqued by updates to the phone’s cameras, and he was ultimately convinced to ditch his iPhone XS for the iPhone 12 Pro, which starts at $999, because of a deal offered by Verizon last fall.\nMr. Jacob said the carrier offered him around $500 for his old phone and a monthly payment of $21 over 18 months for the new one while his previous carrier offered $245 for a trade-in and wanted money up front for the next device. “It was just the best deal I’ve ever had,” he said. “And my wife did the same thing.”\nThey weren’t alone in landing sweet deals. The arrival of mainstream 5G phones in the U.S. last fall was seen as a potential catalyst for carriers to poach customers from rivals, especially as a large number of iPhone users were seen as ripe for upgrading after putting it off for several years. The carriers have been investing heavily to build out their 5G networks and have incentive to show a continuing customer base for the new offerings.\nThe latest battle between carriers began to emerge ahead of the iPhone 12’s arrival. Last year, AT&T, which had a lot of legacy iPhone users, started targeting incentives at existing customers to upgrade rather than just trying to lure new ones in from competitors, said Cliff Maldonado, principal analyst for BayStreet Research.\n“The carriers are fighting like mad,” Mr. Maldonado said. “I tell my clients it can get a lot more aggressive because every carrier has reasons to grow.”\nCarriers more than doubled their incentive spending during the past three quarters compared with a year earlier, according to estimates by BayStreet Research, which tracks device sales. The average customer saw around $200 of benefit compared with about $100 a year earlier, the consulting firm’s data estimates.\nThe advertised deals had some eye-popping numbers, including offering some customers brand-new devices for no money down or small monthly payments stretched over many months. Recently AT&T was offering up to $700 credits for trades for a new iPhone Pro that would then cost $8.31 a month for three years.\nSome industry observers have questioned how long the carrier will continue the fight. Asked by an analyst in August if AT&T might rein in its subsidies spending, Chief Financial Officer Pascal Desroches said the company was happy with the results. “The offers that we have out there are competitive, and they’re very profitable for us,” he said. “So for the foreseeable future, I don’t see any changes in that.”\nIn many ways, it is a return to the original way customers acquired their iPhones when they were heavily subsidized by the carriers eager to win business and lock users into two-year contracts. But as the smartphone market matured, carriers shifted their strategies around 2014 to put the phone’s cost on the customers’ shoulders through monthly payment plans.\nAs customers, such as Mr. Jacob, benefit from a return to a carrier-subsidized phone, so does Apple, especially as buyers gravitate to the more expensive models.\nThe tech giant is seeing the average selling price of iPhones rise 12% to $829 this fiscal year, according to analyst estimates. The higher price has helped contribute to three consecutive blockbuster quarters this fiscal year and, according to analyst expectations, puts Apple on track to possibly earn a record of more than $93 billion for the fiscal year that ends this month.\n“Anything that reduces the price to the customer is good for the customer and obviously good for the carrier that’s doing it and good for us as well,” Mr. Cook said earlier this year. He said he believes carrier competition will continue. “And so it’s a win across the board.”","news_type":1,"symbols_score_info":{"AAPL":0.9,"TMUS":0.9,"VZ":0.9,"T":0.9}},"isVote":1,"tweetType":1,"viewCount":588,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":8,"subscribersOnly":false,"subscribersOnlyAccessible":false,"xxTargetLangEnum":"ORIG"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/888674674"}
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