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2021-09-16
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Apple's iPhone 13 secret weapon is, surprisingly, its price<blockquote>令人惊讶的是，苹果iPhone 13的秘密武器是它的价格</blockquote>
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Massive discounts and trade-in offers from US carriers, in some cases amounting to a free device, are available. And the company continues to offer iPhones at a wide range of price points to appeal to more customers, with or without any groundbreaking new features or design changes this year.</p><p><blockquote>苹果 (AAPL) 的 iPhone 价格与去年的机型基本保持一致，尽管有传言称，由于当前芯片供应链的问题，iPhone 的定价将比以往任何时候都高。美国运营商提供大量折扣和以旧换新优惠，在某些情况下相当于免费设备。该公司继续以各种价位提供 iPhone，以吸引更多客户，无论今年是否有任何突破性的新功能或设计变化。</blockquote></p><p> \"Apple has become the king of the 'good, better, best' portfolio with a phone at every relevant price point, particularly given it typically keeps older models in its line-up for those that don't want to pay four figures for the latest and greatest new devices,\" said Ben Wood, chief analyst of market research firm CCS Insight. \"Add trade-in into the mix and it makes it possible to get customers signed up for a more expensive phone than they likely planned to purchase.\"</p><p><blockquote>“苹果已成为‘好、更好、最好’产品组合之王，在每个相关价位都有手机，特别是考虑到它通常会在其产品线中保留旧型号，供那些不想支付四位数的人购买最新最棒的新设备，”市场研究公司 CCS Insight 首席分析师本·伍德 (Ben Wood) 说道。“加上以旧换新，就有可能让客户注册一部比他们可能计划购买的更贵的手机。”</blockquote></p><p> <h3>Trade-in offers</h3> For people willing to trade in their existing iPhones and commit to a wireless plan for the next few years, the discounts are jaw dropping.</p><p><blockquote><h3>以旧换新报价</h3>对于愿意以旧换新现有iPhone并承诺未来几年无线计划的人来说，折扣令人瞠目结舌。</blockquote></p><p> AT&T (T), for example, is offering up to $1,000 toward a new iPhone 13 Pro and Pro Max after a trade-in, while Verizon (VZ) is touting as much as $800 off any new iPhone, essentially paying for the cost of a 128 GB iPhone 13. (WarnerMedia, the parent company of CNN, is owned by AT&T.)</p><p><blockquote>例如，美国电话电报公司 (T) 在以旧换新后为新款 iPhone 13 Pro 和 Pro Max 提供高达 1,000 美元的折扣，而威瑞森 (VZ) 则为任何新款 iPhone 提供高达 800 美元的折扣，基本上支付了 128 GB iPhone 13 的成本。（CNN的母公司华纳媒体归美国电话电报公司所有。）</blockquote></p><p> T-Mobile is offering the possibility of a free iPhone 13 for eligible trade-ins and says that with its Forever Upgrade program, users can get up to $800 off their next iPhone every two years, \"forever.\" If users buy from Apple directly and select T-Mobile as the carrier, they'll get a $700 credit toward a new iPhone. The deals go on and on.</p><p><blockquote>T-Mobile 为符合条件的以旧换新用户提供免费 iPhone 13 的可能性，并表示通过其永久升级计划，用户每两年可以在下一部 iPhone 上获得高达 800 美元的折扣，“永远”。如果用户直接从苹果购买并选择T-Mobile作为运营商，他们将获得700美元的新iPhone积分。交易还在继续。</blockquote></p><p> Trade-ins remain a central strategy for both mobile carriers and phone makers to drive replacement sales. The catch, however, is that users will need to trade in relatively new devices.</p><p><blockquote>以旧换新仍然是移动运营商和手机制造商推动更换销售的核心策略。然而，问题是用户需要换购相对较新的设备。</blockquote></p><p> Trade-in offers also typically tie customers to a long contract that can include high-priced data plans. Carriers want to keep these users loyal rather than seeing them move to a competitor network -- and a discounted or free iPhone could be the right incentive to keep them there, according to David McQueen, a director at market research firm ABI Research. For Apple, it keeps customers deep within its ecosystem of products.</p><p><blockquote>以旧换新优惠通常还将客户与长期合同捆绑在一起，其中可能包括高价数据计划。市场研究公司 ABI Research 的主管 David McQueen 表示，运营商希望保持这些用户的忠诚度，而不是看到他们转向竞争对手的网络，而打折或免费的 iPhone 可能是留住他们的正确激励措施。对于苹果来说，它让客户深入其产品生态系统。</blockquote></p><p> <h3>Prices remain the same</h3> Not only did Apple avoid raising base prices on the iPhone, but it effectively lowered the cost of certain iPhones when factoring in higher entry-level storage options.</p><p><blockquote><h3>价格保持不变</h3>苹果不仅避免提高iPhone的基本价格，而且在考虑更高的入门级存储选项时，它有效地降低了某些iPhone的成本。</blockquote></p><p> As analysts at Goldman Sachs pointed out in a research note Wednesday, the price of the 128 GB and 256 GB iPhone \"was reduced when compared to those same storage capacities last year.\"</p><p><blockquote>正如高盛分析师周三在一份研究报告中指出的那样，128 GB 和 256 GB iPhone 的价格“与去年相同的存储容量相比有所下降”。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/ddf548ab0da7c8b8768f25da4cbc011b\" tg-width=\"780\" tg-height=\"438\" width=\"100%\" height=\"auto\"><span>The many colors of the iPhone 13</span></p><p><blockquote><p class=\"t-img-caption\"><span>iPhone 13的多种颜色</span></p></blockquote></p><p> So why not raise prices this year, knowing that Apple always seems to find customers willing to pay top dollar for its devices?</p><p><blockquote>那么，既然苹果似乎总能找到愿意为其设备支付高价的客户，为什么今年不提高价格呢？</blockquote></p><p> \"I believe Apple is aware that it has hit a sweet spot with pricing and the marginal gain of slightly increasing prices versus the negative backlash it would face is not worth it,\" Wood said.</p><p><blockquote>伍德表示：“我相信苹果意识到，它的定价已经达到了最佳点，价格小幅上涨相对于它将面临的负面反弹所带来的边际收益是不值得的。”</blockquote></p><p> More than that, he said Apple is focused on boosting revenue from the many premium services built around the iPhone, such as iCloud storage, Apple Music and Fitness+.</p><p><blockquote>除此之外，他表示，苹果还专注于提高围绕 iPhone 构建的许多优质服务的收入，例如 iCloud 存储、苹果音乐和 Fitness+。</blockquote></p><p> <h3>'Good, better, best'</h3> When Steve Jobs unveiled the iPhone in 2007, there was one device and one entry price point for users. When Tim Cook took over as CEO, the options became more plentiful: big ones, smaller ones, mini ones, and prices that range from $399 for the iPhone SE all the way up to $1,599 for the 1 terabyte version of the iPhone 13 Pro Max.</p><p><blockquote><h3>“好，更好，最好”</h3>当史蒂夫·乔布斯在2007年推出iPhone时，用户只有一个设备和一个入门价位。当蒂姆·库克接任首席执行官时，选择变得更加丰富：大的、小的、迷你的，价格从iPhone SE的399美元一直到1TB版本的iPhone 13 Pro Max的1599美元不等。</blockquote></p><p> The strategic effort to appeal to as many people as possible will become one of Cook's biggest legacies. It's also one that's translated to blockbuster sales. In April, Apple reported iPhone sales were at nearly $48 billion in the first quarter of 2021, a 65% increase over the same quarter last year, as consumers upgraded to iPhone 12 devices that offered 5G for the first time.</p><p><blockquote>吸引尽可能多的人的战略努力将成为库克最大的遗产之一。这也是一个转化为一鸣惊人的销售。今年4月，苹果报告称，2021年第一季度iPhone销售额接近480亿美元，比去年同期增长65%，原因是消费者升级到首次提供5G的iPhone 12设备。</blockquote></p><p> Some things haven't changed from the Jobs days, however. There may be a much wider range of options and prices for iPhones, but Apple still doesn't come close to the lower-price tiers available on Android smartphones.</p><p><blockquote>然而，有些事情与工作时代相比并没有改变。iPhone可能有更广泛的选择和价格，但苹果仍然无法接近Android智能手机上的较低价格级别。</blockquote></p><p></p><p> \"The company still focuses on profits and revenue rather than chasing volume and market share, which was the same mantra under Steve Jobs,\" McQueen said. \"Perhaps Jobs wouldn't have launched as many device types at different sizes, as he always feared cannibalizing revenue streams -- notably across iPad mini and larger screened iPhones.\"</p><p><blockquote>“公司仍然专注于利润和收入，而不是追逐销量和市场份额，这在史蒂夫·乔布斯的领导下也是如此，”麦奎因说。“也许乔布斯不会推出这么多不同尺寸的设备类型，因为他一直担心会蚕食收入流——特别是 iPad mini 和大屏幕 iPhone。”</blockquote></p><p> Still, the number of iPhone variations and price points has only helped it appeal to more buyers -- and it most likely will again this year, too.</p><p><blockquote>尽管如此，iPhone 的变化和价格点的数量只是帮助它吸引了更多的买家——而且今年很可能还会再次吸引。</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>Apple's iPhone 13 secret weapon is, surprisingly, its price<blockquote>令人惊讶的是，苹果iPhone 13的秘密武器是它的价格</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\">\nApple's iPhone 13 secret weapon is, surprisingly, its price<blockquote>令人惊讶的是，苹果iPhone 13的秘密武器是它的价格</blockquote>\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">CNN</strong><span class=\"h-time small\">2021-09-16 11:18</span>\n</p>\n</h4>\n</header>\n<article>\n<p><b>(CNN Business) - </b>Apple's new iPhone 13 and 13 Pro lineup features all of the predictable upgrades: faster performance, longer lasting battery life, better screen and new colors.</p><p><blockquote><b>（CNN商业频道）-</b>苹果新的iPhone 13和13 Pro系列具有所有可预见的升级：更快的性能，更长的电池寿命，更好的屏幕和新的颜色。</blockquote></p><p> But the biggest -- and arguably only -- surprise with the lineup this year isn't something found inside a device: the pricing.</p><p><blockquote>但今年产品线最大的——也可以说是唯一的——惊喜并不是设备内部的东西：定价。</blockquote></p><p> Apple (AAPL) kept its iPhone prices mostly in line with last year's models, despite rumors they'd be priced higher than ever because of current issues with the chip supply chain. Massive discounts and trade-in offers from US carriers, in some cases amounting to a free device, are available. And the company continues to offer iPhones at a wide range of price points to appeal to more customers, with or without any groundbreaking new features or design changes this year.</p><p><blockquote>苹果 (AAPL) 的 iPhone 价格与去年的机型基本保持一致，尽管有传言称，由于当前芯片供应链的问题，iPhone 的定价将比以往任何时候都高。美国运营商提供大量折扣和以旧换新优惠，在某些情况下相当于免费设备。该公司继续以各种价位提供 iPhone，以吸引更多客户，无论今年是否有任何突破性的新功能或设计变化。</blockquote></p><p> \"Apple has become the king of the 'good, better, best' portfolio with a phone at every relevant price point, particularly given it typically keeps older models in its line-up for those that don't want to pay four figures for the latest and greatest new devices,\" said Ben Wood, chief analyst of market research firm CCS Insight. \"Add trade-in into the mix and it makes it possible to get customers signed up for a more expensive phone than they likely planned to purchase.\"</p><p><blockquote>“苹果已成为‘好、更好、最好’产品组合之王，在每个相关价位都有手机，特别是考虑到它通常会在其产品线中保留旧型号，供那些不想支付四位数的人购买最新最棒的新设备，”市场研究公司 CCS Insight 首席分析师本·伍德 (Ben Wood) 说道。“加上以旧换新，就有可能让客户注册一部比他们可能计划购买的更贵的手机。”</blockquote></p><p> <h3>Trade-in offers</h3> For people willing to trade in their existing iPhones and commit to a wireless plan for the next few years, the discounts are jaw dropping.</p><p><blockquote><h3>以旧换新报价</h3>对于愿意以旧换新现有iPhone并承诺未来几年无线计划的人来说，折扣令人瞠目结舌。</blockquote></p><p> AT&T (T), for example, is offering up to $1,000 toward a new iPhone 13 Pro and Pro Max after a trade-in, while Verizon (VZ) is touting as much as $800 off any new iPhone, essentially paying for the cost of a 128 GB iPhone 13. (WarnerMedia, the parent company of CNN, is owned by AT&T.)</p><p><blockquote>例如，美国电话电报公司 (T) 在以旧换新后为新款 iPhone 13 Pro 和 Pro Max 提供高达 1,000 美元的折扣，而威瑞森 (VZ) 则为任何新款 iPhone 提供高达 800 美元的折扣，基本上支付了 128 GB iPhone 13 的成本。（CNN的母公司华纳媒体归美国电话电报公司所有。）</blockquote></p><p> T-Mobile is offering the possibility of a free iPhone 13 for eligible trade-ins and says that with its Forever Upgrade program, users can get up to $800 off their next iPhone every two years, \"forever.\" If users buy from Apple directly and select T-Mobile as the carrier, they'll get a $700 credit toward a new iPhone. The deals go on and on.</p><p><blockquote>T-Mobile 为符合条件的以旧换新用户提供免费 iPhone 13 的可能性，并表示通过其永久升级计划，用户每两年可以在下一部 iPhone 上获得高达 800 美元的折扣，“永远”。如果用户直接从苹果购买并选择T-Mobile作为运营商，他们将获得700美元的新iPhone积分。交易还在继续。</blockquote></p><p> Trade-ins remain a central strategy for both mobile carriers and phone makers to drive replacement sales. The catch, however, is that users will need to trade in relatively new devices.</p><p><blockquote>以旧换新仍然是移动运营商和手机制造商推动更换销售的核心策略。然而，问题是用户需要换购相对较新的设备。</blockquote></p><p> Trade-in offers also typically tie customers to a long contract that can include high-priced data plans. Carriers want to keep these users loyal rather than seeing them move to a competitor network -- and a discounted or free iPhone could be the right incentive to keep them there, according to David McQueen, a director at market research firm ABI Research. For Apple, it keeps customers deep within its ecosystem of products.</p><p><blockquote>以旧换新优惠通常还将客户与长期合同捆绑在一起，其中可能包括高价数据计划。市场研究公司 ABI Research 的主管 David McQueen 表示，运营商希望保持这些用户的忠诚度，而不是看到他们转向竞争对手的网络，而打折或免费的 iPhone 可能是留住他们的正确激励措施。对于苹果来说，它让客户深入其产品生态系统。</blockquote></p><p> <h3>Prices remain the same</h3> Not only did Apple avoid raising base prices on the iPhone, but it effectively lowered the cost of certain iPhones when factoring in higher entry-level storage options.</p><p><blockquote><h3>价格保持不变</h3>苹果不仅避免提高iPhone的基本价格，而且在考虑更高的入门级存储选项时，它有效地降低了某些iPhone的成本。</blockquote></p><p> As analysts at Goldman Sachs pointed out in a research note Wednesday, the price of the 128 GB and 256 GB iPhone \"was reduced when compared to those same storage capacities last year.\"</p><p><blockquote>正如高盛分析师周三在一份研究报告中指出的那样，128 GB 和 256 GB iPhone 的价格“与去年相同的存储容量相比有所下降”。</blockquote></p><p> <p class=\"t-img-caption\"><img src=\"https://static.tigerbbs.com/ddf548ab0da7c8b8768f25da4cbc011b\" tg-width=\"780\" tg-height=\"438\" width=\"100%\" height=\"auto\"><span>The many colors of the iPhone 13</span></p><p><blockquote><p class=\"t-img-caption\"><span>iPhone 13的多种颜色</span></p></blockquote></p><p> So why not raise prices this year, knowing that Apple always seems to find customers willing to pay top dollar for its devices?</p><p><blockquote>那么，既然苹果似乎总能找到愿意为其设备支付高价的客户，为什么今年不提高价格呢？</blockquote></p><p> \"I believe Apple is aware that it has hit a sweet spot with pricing and the marginal gain of slightly increasing prices versus the negative backlash it would face is not worth it,\" Wood said.</p><p><blockquote>伍德表示：“我相信苹果意识到，它的定价已经达到了最佳点，价格小幅上涨相对于它将面临的负面反弹所带来的边际收益是不值得的。”</blockquote></p><p> More than that, he said Apple is focused on boosting revenue from the many premium services built around the iPhone, such as iCloud storage, Apple Music and Fitness+.</p><p><blockquote>除此之外，他表示，苹果还专注于提高围绕 iPhone 构建的许多优质服务的收入，例如 iCloud 存储、苹果音乐和 Fitness+。</blockquote></p><p> <h3>'Good, better, best'</h3> When Steve Jobs unveiled the iPhone in 2007, there was one device and one entry price point for users. When Tim Cook took over as CEO, the options became more plentiful: big ones, smaller ones, mini ones, and prices that range from $399 for the iPhone SE all the way up to $1,599 for the 1 terabyte version of the iPhone 13 Pro Max.</p><p><blockquote><h3>“好，更好，最好”</h3>当史蒂夫·乔布斯在2007年推出iPhone时，用户只有一个设备和一个入门价位。当蒂姆·库克接任首席执行官时，选择变得更加丰富：大的、小的、迷你的，价格从iPhone SE的399美元一直到1TB版本的iPhone 13 Pro Max的1599美元不等。</blockquote></p><p> The strategic effort to appeal to as many people as possible will become one of Cook's biggest legacies. It's also one that's translated to blockbuster sales. In April, Apple reported iPhone sales were at nearly $48 billion in the first quarter of 2021, a 65% increase over the same quarter last year, as consumers upgraded to iPhone 12 devices that offered 5G for the first time.</p><p><blockquote>吸引尽可能多的人的战略努力将成为库克最大的遗产之一。这也是一个转化为一鸣惊人的销售。今年4月，苹果报告称，2021年第一季度iPhone销售额接近480亿美元，比去年同期增长65%，原因是消费者升级到首次提供5G的iPhone 12设备。</blockquote></p><p> Some things haven't changed from the Jobs days, however. There may be a much wider range of options and prices for iPhones, but Apple still doesn't come close to the lower-price tiers available on Android smartphones.</p><p><blockquote>然而，有些事情与工作时代相比并没有改变。iPhone可能有更广泛的选择和价格，但苹果仍然无法接近Android智能手机上的较低价格级别。</blockquote></p><p></p><p> \"The company still focuses on profits and revenue rather than chasing volume and market share, which was the same mantra under Steve Jobs,\" McQueen said. \"Perhaps Jobs wouldn't have launched as many device types at different sizes, as he always feared cannibalizing revenue streams -- notably across iPad mini and larger screened iPhones.\"</p><p><blockquote>“公司仍然专注于利润和收入，而不是追逐销量和市场份额，这在史蒂夫·乔布斯的领导下也是如此，”麦奎因说。“也许乔布斯不会推出这么多不同尺寸的设备类型，因为他一直担心会蚕食收入流——特别是 iPad mini 和大屏幕 iPhone。”</blockquote></p><p> Still, the number of iPhone variations and price points has only helped it appeal to more buyers -- and it most likely will again this year, too.</p><p><blockquote>尽管如此，iPhone 的变化和价格点的数量只是帮助它吸引了更多的买家——而且今年很可能还会再次吸引。</blockquote></p><p></p>\n<div class=\"bt-text\">\n\n\n<p> 来源：<a href=\"https://edition.cnn.com/2021/09/15/tech/iphone-13-price-deals/index.html\">CNN</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":{"AAPL":"苹果"},"source_url":"https://edition.cnn.com/2021/09/15/tech/iphone-13-price-deals/index.html","is_english":true,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1112619991","content_text":"(CNN Business) - Apple's new iPhone 13 and 13 Pro lineup features all of the predictable upgrades: faster performance, longer lasting battery life, better screen and new colors.\nBut the biggest -- and arguably only -- surprise with the lineup this year isn't something found inside a device: the pricing.\nApple (AAPL) kept its iPhone prices mostly in line with last year's models, despite rumors they'd be priced higher than ever because of current issues with the chip supply chain. Massive discounts and trade-in offers from US carriers, in some cases amounting to a free device, are available. And the company continues to offer iPhones at a wide range of price points to appeal to more customers, with or without any groundbreaking new features or design changes this year.\n\"Apple has become the king of the 'good, better, best' portfolio with a phone at every relevant price point, particularly given it typically keeps older models in its line-up for those that don't want to pay four figures for the latest and greatest new devices,\" said Ben Wood, chief analyst of market research firm CCS Insight. \"Add trade-in into the mix and it makes it possible to get customers signed up for a more expensive phone than they likely planned to purchase.\"\nTrade-in offers\nFor people willing to trade in their existing iPhones and commit to a wireless plan for the next few years, the discounts are jaw dropping.\nAT&T (T), for example, is offering up to $1,000 toward a new iPhone 13 Pro and Pro Max after a trade-in, while Verizon (VZ) is touting as much as $800 off any new iPhone, essentially paying for the cost of a 128 GB iPhone 13. (WarnerMedia, the parent company of CNN, is owned by AT&T.)\nT-Mobile is offering the possibility of a free iPhone 13 for eligible trade-ins and says that with its Forever Upgrade program, users can get up to $800 off their next iPhone every two years, \"forever.\" If users buy from Apple directly and select T-Mobile as the carrier, they'll get a $700 credit toward a new iPhone. The deals go on and on.\nTrade-ins remain a central strategy for both mobile carriers and phone makers to drive replacement sales. The catch, however, is that users will need to trade in relatively new devices.\nTrade-in offers also typically tie customers to a long contract that can include high-priced data plans. Carriers want to keep these users loyal rather than seeing them move to a competitor network -- and a discounted or free iPhone could be the right incentive to keep them there, according to David McQueen, a director at market research firm ABI Research. For Apple, it keeps customers deep within its ecosystem of products.\nPrices remain the same\nNot only did Apple avoid raising base prices on the iPhone, but it effectively lowered the cost of certain iPhones when factoring in higher entry-level storage options.\nAs analysts at Goldman Sachs pointed out in a research note Wednesday, the price of the 128 GB and 256 GB iPhone \"was reduced when compared to those same storage capacities last year.\"\nThe many colors of the iPhone 13\nSo why not raise prices this year, knowing that Apple always seems to find customers willing to pay top dollar for its devices?\n\"I believe Apple is aware that it has hit a sweet spot with pricing and the marginal gain of slightly increasing prices versus the negative backlash it would face is not worth it,\" Wood said.\nMore than that, he said Apple is focused on boosting revenue from the many premium services built around the iPhone, such as iCloud storage, Apple Music and Fitness+.\n'Good, better, best'\nWhen Steve Jobs unveiled the iPhone in 2007, there was one device and one entry price point for users. When Tim Cook took over as CEO, the options became more plentiful: big ones, smaller ones, mini ones, and prices that range from $399 for the iPhone SE all the way up to $1,599 for the 1 terabyte version of the iPhone 13 Pro Max.\nThe strategic effort to appeal to as many people as possible will become one of Cook's biggest legacies. It's also one that's translated to blockbuster sales. In April, Apple reported iPhone sales were at nearly $48 billion in the first quarter of 2021, a 65% increase over the same quarter last year, as consumers upgraded to iPhone 12 devices that offered 5G for the first time.\nSome things haven't changed from the Jobs days, however. There may be a much wider range of options and prices for iPhones, but Apple still doesn't come close to the lower-price tiers available on Android smartphones.\n\"The company still focuses on profits and revenue rather than chasing volume and market share, which was the same mantra under Steve Jobs,\" McQueen said. \"Perhaps Jobs wouldn't have launched as many device types at different sizes, as he always feared cannibalizing revenue streams -- notably across iPad mini and larger screened iPhones.\"\nStill, the number of iPhone variations and price points has only helped it appeal to more buyers -- and it most likely will again this year, too.","news_type":1,"symbols_score_info":{"AAPL":0.9}},"isVote":1,"tweetType":1,"viewCount":2496,"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":5,"subscribersOnly":false,"subscribersOnlyAccessible":false,"xxTargetLangEnum":"ORIG"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/885161277"}
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