To The Moon

I think the price cut of $Apple(AAPL)$ Apple products is to seize more market share. At present, the competition in China's mobile phone market is fierce, and different brands of mobile phones are also selling points with affordable prices and multi-functions as their selling points, and compete with Apple. In the fourth quarter of last year, Apple's iPhone shipped 73.2 million units in the global market, a year-on-year decrease of 11%; in the Chinese market, Apple's iPhone shipments were 16.4 million units, a year-on-year decrease of 24%. And affected by factors such as supply chain assembly during the epidemic, revenue from the iPhone business in the fourth quarter of last year fell. 

  Apple's latest financial report showed that the iPhone business revenue in the fourth quarter of last year was US$65.775 billion, a year-on-year decrease of 8%. Apple's Greater China revenue was $23.905 billion, down 7% year-on-year. 

However, Apple is expected to restore the growth momentum of iPhone performance in the future, mainly due to the increase in the proportion of the high-end model iPhone 14 Pro/Pro Max version, thereby driving the increase in the average price of the product. In addition, the production and operation of Foxconn Zhengzhou Park has gradually returned to normal in December last year. Foxconn Zhengzhou Science and Technology Park recently announced that after the Spring Festival, Foxconn's employees' rework rate has approached 100%, with about 200,000 people. This is the first time to resume production after the epidemic, and it is expected that Apple's main supply chain is stable, thereby launching more products. 

In the first quarter, Apple has a certain order correction for headphones, watches and Mac product lines; the mobile phone product line has been adjusted in the fourth quarter of last year, and the iPhone 14 Pro product line has been affected by a certain supply, so there is no latest adjustment. Based on the current macro environment at home and abroad, Apple's orders are still significantly better than other consumer electronics customer supply chains. In the medium and long term, Apple's AirPods, Apple Watch and other products have a low penetration rate, and the penetration rate is expected to continue to increase in the future, which will drive the continuous growth of product sales.

This time, Apple's price reduction action may be to start its good brand and beer, so as to make customers love and loyalty to Apple products. Prepare for the price increase of new products in the future. So I think Apple's performance will be bright this year.

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