Apple is going to make a 5G phone.

Recently, foreign media has reported that apple will launch the iPhone 12 series this year, providing four models, including iPhone 12 (5.4 inches), iPhone 12 Plus (6.1 inches), iPhone 12 Pro (6.1 inches), and iPhone 12 Pro Max (6.7 inches).

All four models have OLED panels and 5G support, while the cheapest iPhone12 costs between $600 and $700, and the cheapest model can be bought for as little as 4,200 yuan.

This price is competitive among a number of 5G mobile phones in China.

On the other hand, due to public health event, the iPhone 12 series may be released at a different time, and Apple may not hold the product launch event in September as it usually does, which will give it more time to stock up.

In addition, according to iPhone 12 design drawings circulating on the Internet, the appearance of the new iPhone has changed greatly, with a right-angle border, and it has also cut off the “bangs” that have been criticized by Apple fans for a long time.

And “price reduction” may be a means for Apple to dominate its market share.

According to Gartner，Apple’s market share rose 1.3 percentage points to 17.1% in the fourth quarter of 2019 from a year earlier, slightly behind Samsung’s 17.3 percent. According to Gartner research’s vice President, “this market growth is due to increased demand due to the slightly lower price of the iPhone 11 series and the lower price of other iPhone models.”

As early as April 15, Apple released the iPhone SE2, equipped with an A13 chip, priced from 3299 yuan. In just a few days after the sale, the sales of JD.com reached nearly 160,000 units, surpassing new products from domestic brands such as Huawei.

This shows that the “price reduction” strategy of Apple’s mobile phones is effective.

But for technology companies, the better they develop, the tougher the innovator’s dilemma they face, and Apple is no exception.

Unlike domestic mobile phones, when Jobs developed Apple, its positioning was a high-end brand.

But in the past few years when Cook took over, Apple has become more popular and ordinary. It has been crazy to “cut leeks” relying on headphones, chargers, and cheap iPhones in the low-end market. In some people’s minds, Apple seems no longer be less high-end.

For a company so highly watched like Apple, the reason it struggles is often not because its products or services aren’t good enough, but because consumers expect too much from it and the company doesn’t innovate enough.

Strategy Analytics had previously predicted that Apple would dominate the 5G smartphone market in the third quarter of

2020.

So how did Apple do in the third quarter? Will Apple’s cheaper version of 5G get consumer’s recognition? GPLP will continue to watch.