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Apple launched a new product launch on September 15, 2020 US time. Many of you may already be aware of the content of the announcement, but as whispered beforehand, many of you may be disappointed that the new iPhone has not been announced.
However, it is not the case that other new products are attractive. The new devices announced by Apple on this occasion are the Apple Watch and the iPad, but it is noteworthy that there are terminals that incorporate new elements that had never existed before.
First of all, regarding Apple Watch, we have prepared a new line called “Apple Watch Series SE”, as well as “Apple Watch Series 6”, which has undergone an orthodox evolution, such as support for oxygen concentration measurement. in blood. Like the iPhone SE, it is positioned as a low-priced model of the Apple Watch, and although there are some spoiled factors such as the inability to measure the concentration of oxygen in blood, the price is 10,000 of the Apple Watch Series 6. From 29,800 The yen, which is cheaper than the yen, is quite cheap as a new model.
It is believed that the reason we prepare the low price model is that the features and services advertised at the same time have a great influence. One is a “family sharing environment” that manages the family’s Apple Watch and allows children who do not have an iPhone to use the Apple Watch alone, making the Apple Watch similar to a child-watching terminal. in Japan. It seems to be a function that can be used.
And the other one is “Apple Fitness +”. This is a monthly fitness service that allows you to watch various workouts on your iPhone or Apple TV while training. It works in conjunction with the Apple Watch and features features like displaying information like training rings and heart rate on the screen during training.
The first is a feature that can be expected to increase sales, such as the need for an Apple Watch for children, and the second is a subscription-type service that can connect the Apple Watch to another for-profit medium. It seems that the reason the low-priced Apple Watch Series SE was introduced is that the commercial design relies on such services.
On the other hand, low-priced new-generation “iPad” and “iPad Air” models have been announced. The 8th generation iPad was a classy evolution with the “A12 Bionic” on the chipset, so it was probably the 4th generation iPad Air that attracted a lot of attention.
The evolutionary point of the new iPad Air is, simply put, “to the iPad Pro”. The design, size, USB Type-C, and Smart Connector make it look like an 11-inch iPad Pro.
And another evolutionary point is the chipset. The iPad Air is equipped with the new “A14 Bionic” chipset, and although the processing speed is significantly faster than the 11-inch iPad Pro, the price is 62,800 yen, which is more than 20,000 yen cheaper, for which is quite a lot. It can be said that it is profitable.
So far the iPad Air hasn’t evolved much, such as continuing to embrace the old body and interface design like the iPad, and I got the impression that the position was a bit halfway there. Therefore, it can be said that Apple has repositioned the iPad Air as a model for the consumer group that also demands a certain level of performance from the tablet, to clearly differentiate from the iPad.
However, even more than these hardware, I paid attention to “Apple One”. Apple One is a service that can be used with a set of Apple subscription-type services such as “iCloud”, “Apple Music” and “Apple TV +”.
If you check how much is better with the cheapest “personal plan”, iCloud 50GB (¥ 130 / month), Apple Music (¥ 980 / month), Apple TV + (¥ 600 / month), Apple Arcade (¥ 600 / month) It can be used for 1100 yen including yen), so the amount is less than half. There is no question that it is a great deal for consumers.
However, from Apple’s point of view, the provision of established plans can lead to a decrease in revenue from individual services. However, the reason for launching Apple One is probably because Apple wants to expand its services business.
For Apple, the services business is becoming an important pillar supporting Apple’s growth alongside the iPhone, but many of the services provided have strong tastes, such as music and video distribution, and the number of contracts is increasing. for each service. It has its limits. Therefore, our goal is to further expand contracts by providing Apple One to all Apple device users, in a sense, providing multiple services at once and increasing profitability.
Including the Apple Fitness + above, I have the impression that the focus on Apple services has increased even more since this announcement. The introduction of the low-priced Apple Watch and the strengthening of the consumer iPad lineup can be seen as part of expanding service use, and Apple is racing to expand its services business. It can be said that there is no doubt.
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