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The estimated video of Apple iPhone 12 released on Chinese video platform ‘bilibili’
Apple has raised its arm in the 5G (5G) telecommunications smartphone market. It is through the new iPhone 12, which will be released next month as soon as possible. In the industry, not only the aftermath of Corona 19 (a new coronavirus infection) but also Samsung Electronics has lowered the price to the previous class design.(55,600 -1.42%), Huawei and other competitors’ 5G phone market may also be eaten up by analytics.
According to Bloomberg on the 6th, Apple recently put in an “ ordering plan ” for parts suppliers to produce between 75 and 80 million units of the iPhone 12, which will launch in four series this year. Suppliers are currently building iPhone 12 production lines. Considering the fact that the previous iPhone 11 production was 72.9 million units (estimated) in the fourth quarter of last year, it means that despite the crown phase 19, the shipping target was higher.
“This is a very aggressive move considering that consumer sentiment has contracted due to the Corona 19 situation, and the new iPhone 12 series is expected to ship around 68 million units this year,” said the Taiwanese IT outlet. Digi Times. It is interpreted as a consideration of global 5G phone commercialization. “With Samsung Electronics’ Galaxy Note series selling around 10 million units a year, the industry sees setting a shipping target of 80 million units in one quarter ( three months) is an “ aggressive measure ”.
Apple sees next year as the year the 5G phone market is booming. It is a strategy to aggressively attack the 5G phone market led by Samsung Electronics from the start. The iPhone 12 series, expected to launch next month, will be released in four types: △ 5.4-inch iPhone 12, △ 6.1-inch iPhone 12 Max, △ 6.1-inch iPhone 12 Pro, and 6.7-inch iPhone 12 Pro Max inches. All of them support 5G and are equipped with OLED displays.
Apple, which had recorded a high operating margin with a ‘high price strategy’ in the smartphone market, is showing a move to target a variety of prices by subdividing the line according to size, specifications and design. . Last year, the iPhone 11 series was launched at a reduced price compared to its predecessor for the first time. From the point of view of Apple, whose 5G phone launch is more than a year behind its competitors, an analysis found that it is trying to delay consumers’ transition to Samsung Electronics or Huawei 5G phones as much as possible by lowering the price of the iPhone, which has maintained its high-price strategy.
Apple is expected to differentiate itself from its competitors by introducing a product that supports ‘mmWave’, a high-frequency band of 24 gigahertz (GHz) or higher on some models this time. 5G mobile communication supports not only low frequency bands below 6 GHz, but also millimeter wave bands, which are high frequencies. However, for 5G mobile communication to reach the maximum speed of 20 GB BPS (Gbps), it must support the millimeter wave band. This is why 5G home phone users complain about whether it is a ‘5G only pattern’. The millimeter wave band has shorter coverage, so more base stations are required for service and significant costs are required to build the infrastructure.
Apple is expected to introduce four types of the ‘iPhone 12’ series, the first 5G smartphone next month as soon as possible. Apple plans to aggressively target the 5G smartphone market by shipping around 80 million iPhone 12s this year. / Photo = AP Yonhap News
The 5G smartphone market is still in its infancy, but it is a major market where device makers are taking the company’s fortunes. This is because the trend of smartphone use is gradually shifting towards high specs such as videos.
The reason Apple is so nervous in the 5G phone market is that Samsung Electronics is aggressive. According to market research firm Gartner, until last year, Samsung Electronics held the overwhelming number one spot in the global 5G phone market with a 43% share. Huawei ranks second with 34%. They were followed by LG Electronics (10%) and Vivo (5%). Samsung Electronics recorded 74% of the market share in the US 5G phone market last year.
In particular, Samsung Electronics’ momentum in the smartphone market is scary. It is leading the global market. In July, a total of 16.2 million devices were shipped to the global smartphone market, of which Samsung Electronics shipped 26 million units, about a quarter. This is similar to the combined figures for Apple and Huawei. Furthermore, with the iPhone 12 launch expected to be delayed for about a month due to Corona 19 discontinuing production of the iPhone 12, Samsung Electronics held a favorable spot in sales in the third quarter.
In addition to the number of units sold, Samsung Electronics dominates its competitors in form factor (specific device type). Samsung Electronics has a 5G portfolio across all of its lines, from low-end to high-end to foldable. According to market researcher OVUM, 5G phones, which are expected to ship around 250 million units this year, are expected to increase to 600 million units next year.
Reporter No Jeong-dong Hankyung.com [email protected]
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