The iPhone 8’s release day drew no crowds in China. There is very little enthusiasm from the Chinese consumer for the iPhone 8; there were little to no lines in front of stores when it was released. Their underperformance heralds an uncertain future for Apple where, despite their marketing efforts, people do not want to buy a new phone every year.
After all, the iPhone 8 bears a striking resemblance to the iPhone 7, and the iPhone X is way too expensive for the average techie to buy. The average consumer in China, as we’ve seen, will choose the economical option. In this case, both new iPhones are not that. Besides, most mobile plans lock the customer in for two years until the consumer is able to get a ‘free’ upgrade
So, you might ask, will the same reaction that happened in China happen in the United States? The short answer is no. Almost every year, American consumers anticipate the release of the newest iPhone with a watchful eye, and this year isn’t much different. However, despite the ostensible excitement, consumers’ enthusiasm has dwindled. Apple’s forceful marketing strategy has begged the question: “why am I buying this phone?”
Someone has to be profiting off of this recent flop. Samsung is providing the screens used in the phones, so they will continue to make money even if the phones don’t sell. The aura of Apple has always overshadowed Samsung phones’ consistent, reliable improvements, but this flop could spell a profitable future for Samsung.
If there is one thing that can be taken away from this, it is that consumers are becoming more wary of the expensiveness of Apple phones. Customers do not want a phone every year that is almost identical to year’s past. They want authentic innovation, and they want something that is unique and is advanced. When Apple realizes that their market ploy of producing a new phone every year is failing, they will be forced to start to innovate new designs that will meet the ever-growing needs of technology consumers.