Also among the ranks of small-screen mobile phones, the second-generation iPhone SE released in April 2020 and the iPhone 12 mini released in September 2020 show very different sales performance.
Among them, the former exceeded the tens of millions mark within only 70 days of release; the latter is the bottom-selling product in the same series of mobile phones.
Even more recent reports pointed out that the iPhone 12 mini is about to be discontinued due to weak demand, making the demand for small-screen mobile phones questionable again.
iPhone 12 mini may be discontinued
According to foreign media reports, JP Morgan analyst William Yang believes based on data analysis that due to weak demand, Apple’s supply chain will stop producing the iPhone 12 mini in the second quarter of 2021.
However, it needs to be pointed out that the discontinuation of iPhone 12 mini does not mean that the product is discontinued, but the priority is to digest the existing inventory and then resume production according to the situation.
In addition, another report by Morgan Stanley also confirmed this news. The report said that due to weak demand, Apple cut the production of iPhone 12 mini by 2 million, and Apple will focus on iPhone 12 Pro.
It is worth noting that these two reports point to the same analysis of the reasons for the decrease in iPhone 12 mini production.
-Weak demand. In layman’s terms, users do not pay.
This reason is in stark contrast to Cook’s excitement and expectations at the iPhone 12 conference. This product, which Apple considers to be accessible to a wider consumer group, has not performed well.
iPhone 12 mini is the first iPhone product to adopt the “mini” model, and it is also the smallest mobile phone model at the Apple conference in September 2020.
Compared with the iPhone 12, the iPhone 12 mini is the same in terms of functions, parameters, color matching, etc. The difference is the appearance. Its screen size is only 5.4 inches and the weight is only 133 grams.
At the time, Apple was excited and excited about this product, calling it the world’s lightest and thinnest 5G model.
Although the iPhone 12 mini is a special presence at the press conference, Apple still shows its determination to defend its product positioning and higher profits in terms of price. The price of the National Bank starts at 5499 yuan, which is the same as the starting price of iPhone 11.
However, judging from the performance of the iPhone 12 mini after its release, the iPhone 12 mini did not win the approval of most consumers. From October to November, the iPhone 12 mini sold the worst in the iPhone 12 series in the United States. .
Is a small screen mobile phone a fake demand?
As the small-screen mobile phone in the iPhone 12 series, the unsatisfactory sales performance of the iPhone 12 mini has made the need for small-screen mobile phones once again discussed.
In sharp contrast with the iPhone 12 is the second-generation iPhone SE (5.8 inches in size), which is also in the small screen.
As Apple’s first small-screen mobile phone product released in four years, the second-generation iPhone SE broke the tens of millions mark in just 70 days after its release. In addition, according to the US mobile phone sales data in the second quarter released by market research agency Counterpoint Research, the second-generation iPhone SE quickly accounted for 19% of the iPhone series sales.
Not only that, at the time, Jeff Fieldhack, North American research director of Counterpoint Research, said that iPhone SE2 as an entry-level device, the actual sales performance was beyond expectations.
Taiwan’s “Economic Daily” also predicted that the global shipment of iPhone SE in the second quarter reached 12-14 million units, which is a real explosive product.
From this point of view, consumers are not indifferent to small-screen mobile phones. The sales of iPhone 12 mini are sluggish, and the reason is more of their own.
As a model released at the same time as the iPhone 12 system, the positioning of the iPhone 12 mini is actually a bit awkward-the iPhone SE is not weak before, and there are more powerful models such as the iPhone 12 Pro. The iPhone 12 mini is the first time. Launched, but it is actually difficult to have a strong appeal to consumers.
In addition, the high pricing has discounted the psychological price of consumers to a certain extent. In contrast, the starting price is only CNY 3299, and the iPhone SE equipped with A13 Bionic is more cost-effective.
In the reactions of netizens, the battery life of the iPhone 12 mini is also one of the problems that keep users from paying.
According to the official introduction, the battery capacity of the iPhone 12 mini is 2227mAh. However, due to the power consumption caused by the 5G network and the A14 chip, the battery life of the iPhone 12 mini has become one of the shortcomings criticized by consumers.
The evaluation results of the blogger Toms Guide show that under the standard battery life test model with the 5G network turned on and 150 nits of brightness maintained, the iPhone 12 mini lasted 7 hours and 28 minutes, which was difficult to meet the needs of a whole day.
In addition, the evaluation results of blogger Dave Lee also confirmed the poor battery life of the iPhone 12 mini-turn on the 4G network, keep the screen at 500 nits brightness and surf the Internet, battery life for 8 hours and 11 minutes in bright mode, and 10 hours and 22 minutes in dark mode. It is the worst performer in the iPhone 12 series.
Judging from the news of the weak sales of iPhone 12 mini alone, perhaps more of the reason lies in its vague positioning and poor battery life.
From another perspective, the iPhone 12 mini’s discontinuation of production also shows that users’ acceptance of this product is not high. Although small-screen phones have a certain living space in the smartphone market, they are compared to large-screen phones. , Is still very limited.
According to the data from “User Preference List for the Fourth Quarter of 2020”, 6.6 inches/6.7 inches accounted for 26.8%/25.1% respectively, while 5.8 inches/5.5 inches small screens together accounted for only 4%.