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In a significant development Apple plans to introduce a new iPhone in 2011 at half the price. The new iPhone will be lighter and about half the size of the current model, the iPhone 4. The reduced price would make it possible for Verizon and other carriers to subsidize most of the retail price. Apple at the current time sells iPhones to Verizon and other carriers for an averge of $625 each. A subsidized iPhone can then sold near the price point of $200 with a two year contract. Also in the works is a big revamp of the MobileMe online storage service. The service allows users to access data from a central location, and is sold for an annual subscription fee of $99. This feature gets rid of the need for a lot of memory residing on the phone itself. MobileMe would also be used for online music, social networking and other purposes. These two projects, the mass market iPhone and the new MobileMe are the two top priorities for Steve Jobs, who is still overseeing the efforts from home. Jobs went on medical leave recently. The global market share of the iPhone is only 3.4%, according to IDC. Yet it generated 39% of Apple's $26.7 billion in revenues for the last quarter of 2010. Apple's strategy is to accelerate competition in the smartphone segment. IDC says global sales of smartphones will rise 39% in 2011 to 421 millon units. Apple has sold 84.2 million iPhones since the introduction in 2007. By entering the massmarket with a better iPhone and free features on MobileMe Apple hopes to make significant inroads in 2011-2012....

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Apple faces large hurdles in China with models made locally by Huawei and other Chinese companies that offer similar features at a price about one third less. Chinese buyers are also looking for products that are made locally by Chinese companies. As a result Apple's market share in China has declined from 9% in 2015 to 7% in 2016. The future for Apple does not look bright apart from a core group of Apple fans that look for new product launches every year. Social media comments cited here show the comments about the iPhone 7 that say buyers should not pay $159 for Air Pods, the cordless earbuds. With the economic situation changing buyers are careful to pay so much for the iPhone 7, when it looks so much like the iPhone 6. In India Apple iPhone price are much higher and remain a significant hurdle for price conscious buyers.

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Apple offers a new way to buy iPhones directly from Apple with financing in September 2015. This will change the way iPhones are sold, giving more control over the sale of iPhones to Apple. It will enable Apple to stabilize core sales for iPhones by encouraging upgrades every year. The monthly payments are $32.41 for 2 years for the cheapest iPhone. Apple is taking aim at the average upgrade time which is increasing- it went up to 26.3 months in 2015 from 18.2 months in 2010, according to a telecom consultant. With the iPhone 6 and iPhone 6 Plus sales surged for Apple in the first 3 quarters of 2015 by 50% from the prior year period. It will be harder for Apple to generate this kind of sales increase as the new iPhones introduced in September 2015- the iPhone 6s and 6s Plus have better cameras and "3-D Touch," only incrementally different. A 16 gigabyte iPhone 6s would cost $778, about the same as the $649 price and Apple Care coverage of $129. The way iPhones were sold through wireless carriers kept the price hidden with higher wireless service charges- 2 years of a Verizon wireless 3 gigabye data plan ended up costing users twice the amount of the $649 price of the iPhone. Now the competition among wireless carriers will shift to pricing cuts and changing their pricing strategies. The result of the changes is likely to be increasing shifts from one carrier to another as Apple allows direct buyers to choose the carrier they want....

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Apple's effort to reverse a loss of market share to Android smartphones at the lower end of the price range.

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Apple did its first product launch in China with the launch of the iPhone 5C in China. The phone is priced at $99 in the U.S. and targets buyers at the low end. In China where subsidies kick in later in lower monthly phone bills the price is much higher at about 4500 yuan or $733. Buyers in smaller cities in China pay about 1000 to 2000 yuan for a smartphone. Apple's market share is about 5% in China, behind Samsung at 18% and Chinese manufacturers Huawei, Lenovo and HTC.

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Apple appears to have peaked and it marks the end of an era. Americans have more to be concerned about than the latest incremental iPhone design with decline in reading skills among children, dropping mens college enrollments, cost of living crisis, and retiree poverty.  For the most part US prices are kept at last year's level as Apple is facing new competition and restrictions in China, with a new Huawei phone which matches the new iPhone. Apple has increased iPhone revenues by 44%, even though shipments have increased by 15%, with aggressive pricing, making iPhones generate $40 billion, 50% of total revenue. This aggressive pricing phase may now be ending as Huawei plans to increase global shipments by 20% even as the total smartphone market declined by 6% to 1.15 billion shipments. Apple has 55% of the US smartphone market and worldwide at 27%. This may be the peak and the end of an era in which Apple and other Tech companies not paying a fair share of taxes led to the defunding of infrastructure and public services. ...

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Google's operating profit margin on the Moto G smartphone is about 5%, according to analyst Newman at Sanford Bernstein & Co. By comparison Samsung gets a 28% operating profit margin on the Galaxy S4, and Apple gets a 30-35% margin on the iPhone 5S and 5C. Apple and Samsung have a little over $200 in parts and components in the iPhone 5S and the the Galaxy S4, and price their smartphones at about $640, according to TechInsights. Moto X premium smartphone from Google sells for $350 without a contract. Moto G for price sensitive customers has $123 in parts and components and is priced starting at $199. For about $90 in additional circuitry Apple and Samsung are able to command an additional $440 in price level, say experts. Google's Motorola Mobility head, Dennis Woodside, says Apple and Samsung premium smartphone and lower end smartphone prices are too high, without starting a price war Google is lowering prices gradually.

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In India 70% of smartphones sold in 2015 cost less than $150. Apple's market share in India is really small at about 2%. Apple iPhone sales were up 56% in the 1st quarter of 2016 over the same quarter in 2015, according to CEO Tim Cook. iPhones cost about $300-$1000 without a data plan in India reducing the size of the market. In May 2016 Apple applied for approval from the Indian government to sell refurbished or certified iPhones at lower cost. In India the best selling iPhone is the older 5S which costs about $300. It makes up 50% of iPhone sales in India for 1st quarter in 2016, according to Counterpoint. Apple has no model at the low end, as the SE model will cost even more at $500. The Indian market is growing at 26% in 2016 over prior year, making it the next largest market after China. Another approach Apple is taking is seeking approval to open its own retail stores and sell online. A waiver has been given by the government for using locally made parts. Apple's high prices and margins remain a significant barrier in opening up the Indian market, when lower priced Korean and Chinese smartphone models offer attractive options to price conscious Indian buyers....

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The marketing of the iPhone 6 in the U.S., China and global markets helps Apple widen its lead over competitors in 2015. Apple sales were 47.5 million iPhones in the 2nd quarter 2015, increasing by 35% over the prior year quarter. Apple is also gaining sales from buyers switching from Android phones. Apple's iPhone sales now make up 63% of its sales, compared with 53% in the same quarter in 2014. Sales of iPhones increased 59% to $31.37 billion as the average selling price went up by $100 to $662.42. Apple remained above the fray, and actually increased average selling price to $662, as Xiaomi sold quality Android phones at near cost in China hitting Samsung sales and margins hard, and leaving unsold inventory for Samsung in China. Rarely has a company dominated its business in this manner from the standpoint of profits with only about 20% of the market in smartphones. Apple profits in the 2nd quarter were $10.7 billion, increasing from $7.74 billion in the prior year quarter. The iPad unit sales declined by 18% for the 2nd quarter 2015, the sixth quarter of such declines and fewer customers upgrading. The iPad has also not taken off in the workplace. Mac unit sales were up 9%, even though the PC market declined in units by 9.5% globally for the quarter. Apple shares up 39% in 2015, fell by 6.7% over concerns about slowing China sales....

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Joanna Stern in the WSJ says the iPhone X at $1000 is worth it. She details all the new things you can do with the iPhone X. Stern calls it a bridge between the older iPhones and a new type of iPhone. In a separate review in the Washington Post the value proposition of the iPhone X is questioned- the iPhone 7 at $550 and the iphone 8 at $800 are considered just as powerful and get most of what you want done without the fancy features. The iPhone X packs the features of larger phones like the Plus into a smaller phone, yet is it worth paying the price of about 2 iPhone 7s. If you want the excitement of trying something new like Stern then go ahead, for value and performance the iPhone 8 or the iPhone 7 are seen as sufficient.

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Apple's effort to increase its market share from 15.9% in China will face stiff competition ofrom local brands that are offering new features comparable to the iPhone at half the price.

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The iphone 16e 2025 for $599 more battery, more camera and larger screen offers more features at the lower end of the price range. One can see this as a phone that helps tackle the cost of living crisis that could hurt Apple sales from buyers with moderate incomes who are cutting back. It could also target a growing middle class buyer segment in India. The e in 16e could stand for economy buyers who want basics in the Apple and could attract upper income buyers of Xiaomi , Huawei and Samsung. Apple iphones have strengths in: seamless ecosytem navigation interface reliable and secure ios software higher resale value Apple discontinues support for older iphones after about 7 years. iPhone 13's can still be used in 2025 4 years old, a good time to change would be by 2026. iPhone 15 was introduced in 2023 which means a good time for changing it is 2028 using a 5 year change which balances the need to update and  update to have access to newer iphones. ...

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With the introduction of the iPhone 4S, Apple announced the iPhone 3GS will be offered free, and the iPhone 4 for $99. This puts Apple iPhones priced to compete with smartphones in the middle and lower price ranges in the market. The free iPhone is a model first introduced in 2009. As the expansion of the smartphone market is now ocurring at the low and mid price ranges, companies making smartphones using Google's Android software and Blackberry's RIM are targeting this market. In the U.S., as of the end of July 2011, 82 million Americans owned smartphones, increasing 10% from the prior quarter, according to comScore. 42% of U.S. smartphone users use Android phones, only 27% use Apple phones, as of the end of July 2011, because of the price difference. In India Apple iPhones have barely made a dent because of large price differences. Rapid growth expected in emerging markets will also make this low end of the smartphone market attractive for Apple.

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With the decline of its hardware business making iPhones Apple is looking at other fields. It is launching cheap online TV subscriptions in streaming wars in competition with Netflix and others. Apple is launching a new TV streaming service Apple TV+ in 100 countries for 4.99 British pounds a month undercutting Netflix's price of 5.99 pounds. The new service will be started November 1, 2019. Disney plans a streaming service for 7 pounds a month starting November 12. This service is alongside iPhone 11 launch and anew iPad, a new iWatch. Buy any new Apple device and you get a 1 year streaming service free.  Sales of iPhones fell 14% in the April to June 2019 quarter to 39 million units. Samsung's business is growing by 4% to 75 million units and Huawei by 16% to 58 million units. Apple sees the need to increases its services business with a target of $50 billion in 2020. Apple sees itself more as a media and cloud services company as it makes this change. In markets such as India Apple's growth is limited by its failure to lower prices on new iPhones. In China it faces strong competition from Huawei. The trade tensions are increasing the strength of Chinese brands in the Chinese market. The market in U.S. and Europe is saturated after years of expansion. New iPhone models are costly and bring peripheral advantages such as more and better cameras and features such as screens that are not breakable- for the iPhone 11- not dimensions that are critical for making a costly purchase. After years of growth tech companies such as Apple, Google, Alibaba, Amazon are reaching a point where incremental growth is not what it used to be and most of the rapid growth behind them. Trade tensions are also limiting the outlook in the Chinese market, and pricing remains a major factor in the Indian market. Western markets are saturated. There are fewer and fewer substantial new ideas from these tech companies. ...

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The new Apple iPhone 4S failed to impress analysts looking for further advances in design and capabilities. This is the fifth generation of the iPhone that was first introduced in 2007. It has a speedier processor, an improved camera, and voice-command services. The iPhone generated $13.3 billion out of total Apple revenue of $28.6 billion, in second quarter 2011. Analysts estimate Apple sold 22 millon iPhones in the third quarter 2011, and is expected to sell 25 million iPhones in the fourth quarter. The 4S iPhone uses the same Apple A5 processor chip that is found in the iPad 2 tablet, with twice the earlier speed for downloading data, and seven times faster speed for graphics enabling better videogame display. A personal assistant software Siri enables voice commands for checking weather and responses to text mesages. Prices start at $199 for 16 gigabyte models with a two year contract. Sprint, AT&T and Verizon will offer the phone.

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Comparison of cost of components and margins for Nokia's Lumia smartphone and the Apple iPhone 4S in 2012. The Lumia 900 retail price is $450 vs. Apple iPhone 4S for $649. Total component cost for Lumia $209 vs. $190 for Apple. Margin of $241 for Lumia vs. $459 for Apple.

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The challenges facing Nokia as it has to come up with a full range of Lumia model smartphones at different price points to appeal to customers in the U.S. and emerging markets. Increasing price competition at the low end in emerging markets and competition with the Apple iPhone and Android based phones at the upper end.

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Apple shares which made a steep rise of over 50% with the introduction of the iPad in 2011, reaching over $600 by March 2012, fell by about 9% between April 9 and April 16, 2012. Apple faces questions about the extent of new innovations it can bring compared to the pace of innovation under CEO Jobs. How long it can maintain the high profit margins on the iPad and the iPhone before they are gradually eroded. And whether a lot of the growth in future years has already been priced into the price of the stock already, with the steep ascent in price in 2011-2012.

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Apple may have peaked in pricing and market share. Apple is not increasing US prices on the new iPhone 15 as it sees a decline in its 19% market share in China. With newer smartphones from competitors Apple wants to avoid an erosion of its share in the US market. One drawback in the 2015 iPhone is the switch to USB ports which means ordering a converter for the lightning cables which Apple prices at $29. New European Union rules have led to the change. 

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The different strategies of Apple and Samsung in getting to the point where the two companies now dominate the smartphone market. Whereas Apple makes only one phone, its iPhone, Samsung's strategy is to have multiple phones in each price segment. It has five levels of Android based phones, with 2-3 models in each price segment. Samsung also benefits from doing its own maufacturing. When faced with a number of technologies Samsung's strategy is to bet on all of the technologies until one of them emerges as a winner, and then concentrate resources on that technology. It uses a similiar strategy for televisions. Apple by contrast places more emphasis on original design and profit margins over sales, gaining sales without eroding margins by being the first innovator in the market. It also has its own unique arrangement for manufacturing at lowcost with Foxconn in China that supports its high margins. Apple is secretive about its designs and promotes its brand heavily with its own retail stores. Apple also uses its innovative edge as leverage to steer profits away from carriers. Analyst estimates are that carriers such as AT&T and Verizon pay about $400 per iPhone to subsidize its cost because this is the only way to get customers into their retail stores. IDC estimates are that the smartphone market is $219 billon in 2012. Both companies are very close in volume- IDC estimates Apple shipped 93.2 million smartphones in 2011, compared to Samsung's 94 million units. Apple has market share of 23.5% in the fourth quarter 2012, up from 16% in 2010. Samsung has 22.8%, up from 9.4% in 2010. Apple and Samsung have together taken 91% of operating profits of all cellphone companies in the fourth quarter, an increase of 30% from 2011, according to Strategy Analytics....

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With the popularity of Apple iPhones and smartphones, Nokia has lost ground. Its share price is down 73% from 2007 end. It is looking for a new CEO. The lack of new mobile phones to compete with the iPhone and other smartphones and generate the kind of excitement that Apple's iPhone has generated, is Nokia's main problem.

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Apple is in a quandary about what straegy to pursue in the large China market. Apple's pricing depends on its image of bringing in exciting new products. With growth slowing in iPhone sales and lack of new products like the iPhone Apple can go after the market of lower end smartphones to maintain growth. In that segment Apple faces strong competition from manufacturers who make products in-house and have the scale to compete effectively such as Samsung. Other manufacturers such as Lenovo are also surging in this part of the market. Sales figures for the smartphone market give some idea of the problem Apple faces. Smartphone sales for the industry slowed to growth estimated at 41% for 2013, compared to 136% in 2012. In 2014 IDC forecasts growth slowing even further to 17% and by 2015 the smartphone segment looks even less promising with only 12% growth. And much of this growth is likely to go to regional smartphone companies such as Lenovo Group of China, and other brands which are better at competing in the lower priced smartphone segment of below $100, say analysts. Apple sales were 7.9% of the smartphone market in China, Samsung had 15.4%, and Lenovo 13.1%, in the 4th quarter of 2012, according to IDC....

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Apple reports a slowdown in iPhone sales, with a less than 1 percent in increase in sales, for fiscal first quarter ending Dec. 26, 2015, over the prior year quarter. Revenue is expected to decline by 11% for the quarter ending in March 2016, over the prior year, first such decline in 13 years. Analysts say Apple will have to reduce gross margins of about 40% to increase sales. Apple CFO Maestri says Apple increased prices in some markets because of the strong dollar. When the stronger dollar is excluded from results for the quarter ending Dec. 26, 2015, sales revenue increased by 8% over prior year quarter, according to Apple. As Apple slows down its shares financial performance is stalled at about $100. Apple tried to present a different picture now that China sales are slowing down- it said that users had "engaged" with 1 billion Apple devices whether iPhone, iPad, Mac, or Apple TV, in the last 90 days, by downloading an app, song or movie. These services geneated $5.5 billion in revenues for the quarter ending in December, a 15% increase over prior year quarter....