iPhone 6銷量三天突破1000萬(wàn)，其中半數(shù)仍未激活
????Mixpanel的數(shù)據(jù)?
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????蘋果（Apple）在本周一宣布，新一代iPhone開(kāi)售頭三天的銷量已經(jīng)超過(guò)了1,000萬(wàn)臺(tái)。這超出了一些分析家的預(yù)計(jì)，也打破了去年900萬(wàn)臺(tái)的紀(jì)錄。 ????而大屏幕的iPhone 6與加大款（并且利潤(rùn)更高）的iPhone 6 Plus的銷量有多大差距呢？ ????蘋果并未透露這個(gè)數(shù)字。他們不想讓競(jìng)爭(zhēng)者知道這一信息。 ????本周末，我們確實(shí)從第三方得到了一些估值，不過(guò)它們來(lái)自不同的消息源，而且有趣的是，它們相互矛盾。 ????上面的表格來(lái)自手機(jī)分析公司Mixpanel，不過(guò)其競(jìng)爭(zhēng)者Chitika和Fiksu得出的數(shù)據(jù)與此相差不大。它們都顯示，最初三天內(nèi)iPhone 6的活躍度（包括應(yīng)用內(nèi)購(gòu)買等）是iPhone 6 Plus的七倍以上。 |
????Apple announced Monday that it sold more than 10 million new iPhones over the first three days of sales — defying some analysts’ predictions and beating last year’s record 9 million. ????How were those sales split between the big iPhone 6 and the bigger (and more profitable) iPhone 6 Plus? ????The company did not say. That’s information they’ll want to keep from their competitors. ????We did get some third-party estimates over the weekend, but they came from different types of sources, and — curiously — they contradict each other. ????The chart above happens be from the mobile analytics firm Mixpanel, but the ones put out by its competitors, Chitika and Fiksu, are not much different. They all show iPhone 6 activity (in-app purchases, etc.) over the first three days outpacing the iPhone 6 Plus by more than seven to one. |
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????然而派杰投行（Piper Jaffray）周五對(duì)在紐約和明尼阿波利斯購(gòu)買iPhone的386名顧客進(jìn)行了調(diào)查，得出了截然不同的結(jié)果：超過(guò)半數(shù)（57%）顧客表示他們排隊(duì)是為了夠買iPhone 6 Plus。只有43%的顧客是為了購(gòu)買iPhone 6。 ????這一差異性十分重要。因?yàn)閮煽頸Phone銷量所占的比例，將決定該設(shè)備的平均銷售價(jià)格，這在蘋果的收入中占據(jù)了一半以上的份額。 ????導(dǎo)致這一現(xiàn)象的原因是什么？是中國(guó)。 ????中國(guó)市場(chǎng)對(duì)尺寸類似Galaxy Note的手機(jī)的需求很大，而新款iPhone并未在那里上市。在美國(guó)蘋果零售店開(kāi)售首日的隊(duì)伍中，瞄準(zhǔn)中國(guó)市場(chǎng)的手機(jī)轉(zhuǎn)售商占據(jù)了絕大部分，尤其是在紐約這類城市。根據(jù)2012年的人口普查數(shù)據(jù)，紐約的美籍華人數(shù)量為522,619人。 ????一位游客估計(jì)，周六在紐約Soho區(qū)的蘋果商店的顧客中，有90%都是亞洲人。 ????情況就是這樣：即便這部分手機(jī)已經(jīng)設(shè)法流入了中國(guó)并已被激活，F(xiàn)iksu和Mixpanel可能也沒(méi)有把它們算進(jìn)去。 ????Fiksu在說(shuō)明中寫道：“我們的示意圖主要體現(xiàn)了美國(guó)和歐洲的情況，因?yàn)镕iksu的多數(shù)客戶都注重在這些地區(qū)發(fā)展用戶。我們?cè)趤喬珔^(qū)的數(shù)據(jù)可能不具備代表性?！?/p> |
????Yet a Piper Jaffray survey of 386 customers lined up Friday to buy iPhones in New York City and Minneapolis returned a very different result: More than half (57%) said they were in the queue to buy the iPhone 6 Plus. Only 43% were there for the iPhone 6. ????The discrepancy is significant because the mix of phones will determine the average selling price of the device that accounts for more than half of Apple’s revenues. ????What explains it? China. ????Resellers buying for the Chinese market — where demand for Galaxy Note-size phones is strong and the new iPhones not yet available — dominated first-day Apple Store lines in the U.S., especially in cities like New York, where the Chinese American population, according the 2012 census, is 522,619. ????On Saturday, one visitor estimated, 90% of the buyers at the Apple’s Soho store were Asians. ????Here’s the thing: Even if those iPhones had already found their way to China and been activated, Fiksu and Mixpanel might not have counted them. ????“Our map is zoomed in to show the US and Europe because the majority of Fiksu’s clients focus on user acquisition in those areas,” reads Fiksu’s fine print. “Our data on Asia-Pacific may not be representative.” |
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