Apple may reportedly learn from its '2018 iPhone mistake'

Apple may reportedly learn from its '2018 iPhone mistake'

To address the fall, Apple has suggested it will offer new financing and phone replacement services, while the iPhone XR could be discounted in some markets to offset the strengthening USA dollar.

Huawei saw its shipments increase 10 percent on year in Q4 due largely to patriotic support from consumers following the arrest of its CFO Meng Wangzhou in Canada in early December 2018.

However, Apple's woes are not just in China. CEO Tim Cook also blamed trade tensions between the United States and China for the slowdown in sales.

However, as per the IDC report, the iPhone maker isn't the worst performing brand as Xiaomi Corp, another China-based company, fared even worse in the final months of past year as its shipments plunged nearly 35 percent. Both companies have seen a slump in shipments in China, and have been the worst performing among top five smartphone makers.

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Apple no longer breaks out detailed numbers on iPhone shipments in its quarterly results, meaning that surveys and channel checks by the likes of IDC are often the clearest indicators of shifts in sales. The quarter is traditionally a peak season for smartphone sales. "Apple is facing a "code red" situation in China, and the right pricing strategy around XR and future versions will be key to putting a ring fence around the core installed base in the region".

Apple also has to cope with the rise of Chinese rivals such as Huawei, which is eroding its share of a market once pivotal to driving its growth. "De-subsidization has made the iPhone look much more expensive at the point of sale in China, causing iPhone demand to crash", he said. Although it did not specifically name any markets, analysts have widely anticipated an official price cut for the iPhones in China as authorised third-party vendors like JD.com are already selling the new iPhones at up to 20 per cent price reduction.

Apple stock was mostly flat in trading on Monday. The company has focused on its push to ramp up its services business-the company's fastest-growing revenue segment-as iPhone sales have faltered.

Mawston said it is highly unlikely Apple will move any iPhone production to the US.

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