CHIPSET SHORTAGE

Affected by the chip shortage, Apple, which claims to have a global supply chain, has not been able to stand alone.

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On November 2nd, according to a number of foreign media reports, Apple’s iPad production has dropped by 50% in the past two months. According to reports, this is because the core and peripheral chips of the iPhone and iPad overlap too much, and many of them can be used in common use. In order to give priority to the production of iPhone 13, Apple has reduced the production of iPad and even transferred some old iPhone components to the iPhone. 13. Earlier, iPhone 13 was also reported to be reduced by 10 million units.

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Not long ago, Apple CEO Tim Cook admitted that Apple has lost more than $6 billion in revenue due to tight supply chains.

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"At present, all Apple stores in Beijing are out of stock in any color and capacity of iPhone 13 Pro/Pro Max. In special circumstances this year, the inventory is severely out of stock, especially the iPhone 13 Pro/Pro Max, not just in Beijing. , The nationally-operated stores are very out of stock, please understand.” Ms. Wang, who lives in Chaoyang District, Beijing, ordered a Yuanfeng Blue iPhone 13 Pro on Apple’s official website in mid-October, but the official website showed that it was in stock. The time will be more than a month later, in the first half of December.

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Ms. Wang called the Apple service hotline, and the staff told Ms. Wang that Apple arranged orders according to the time when the customer placed the order. Currently, the logistics order has been arranged to December. And all Apple stores in Beijing do not support the offline queuing of new iPhone 13 Pro products. Because there is no stock, it does not support iPhone 13 Pro to pick up the goods in the store.

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"Although it is not in a hurry, it is indeed too long to wait for more than a month." Ms. Wang told Ran Caijing.

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On October 26, Apple’s new MacBook Pro, AirPods 3 and screen polishing cloths were officially on sale on its official website. Ran Caijing immediately logged on to Apple’s official website to check. MacBook Pro 14-inch display is out of stock, 16-inch high-configuration version is out of stock, only one The entry-level configuration version shows that it supports pick-up at the store.

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At the beginning of October, when the iPhone 13 was officially launched, the topic #iPhone 13创下苹果长wait period# was once on hot search. Two factors, tight supply chain and strong demand, made Apple iPhone 13 the longest waiting time for users in recent years. Product series. On this topic, netizens voted that more than half of users only accept spot goods, and only less than 5% of users can accept a waiting period of more than one month.

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A netizen in Nanjing placed an order in early October, but still did not receive the product after waiting for more than a month. "I need to wait for more than a month, or even two months, and I am a bit speechless. If you wait any longer, the iPhone 13 will not be used for a few months, and the iPhone 14 will be released again." The netizen said to Ran Caijing a little helplessly.

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What is the reason why Apple is out of stock? The industry believes that Apple's serious shortage of stock may be caused by a lack of cores.

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"At present, the consumer electronics and automotive industries, where the global chip usage is greatly increasing, have been impacted to varying degrees. In view of the large scale of the automotive industry, it has attracted more attention before. Now, especially the chips that mainly adopt the foundry model, there is a shortage. The key types are display driver IC, MCU (micro control unit) and so on." Xie Ruifeng, deputy research director of Xinmo, told Ran Caijing.

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In fact, what Apple has to worry about is not just shortages caused by supply chain crises, it also needs to face more challenges, such as consumer disappointment in its lack of innovation. In recent years, Apple’s new products have lacked new ideas, and consumers have lost patience with Apple’s new product innovations. When the iPhone 13 was released, “nothing new” almost became a consensus among consumers, which led to a decrease in the loyalty of some domestic loyal fruit fans.

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On November 1, Strategy Analytics released data on smartphone shipments in the Chinese market in Q3 2021. Data shows that vivo maintained its leading position in Q3 2021, followed by OPPO and HONOR, occupying 20% and 15% of the market share, respectively. Xiaomi and Apple ranked fourth and fifth in terms of shipments.

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Obviously, Apple needs to face up to the current status quo, how to increase the loyalty of fruit fans, how to ensure shipments, otherwise, in the domestic market of highly competitive smartphones, the overwhelming Apple will be under pressure.