It all began when Apple CEO Tim Cook published a letter to investors on the corporate website announcing that revenues for the last quarter of 2018 were 4.8% lower than in the same period last year.
Cook attributed the situation to several factors: the negative economic situation in emerging markets, for example, but also a lower number of purchases of new iPhone replacing the old ones by loyal customers than expected.
The decision to make replacement batteries available at prices much lower than those practiced until a moment before, taken as a result of the problems that emerged in the first quarter of 2018, would then have had a very negative impact on sales of the “iPhone by”.
Users – hinted Cook – they decided to take advantage of price balance to be replaced by Apple (the only authorized) the battery of your iPhone instead of completely changed the smartphone, hence, the decline in sales.
This last admission became immediately interesting because with it the CEO of Apple basically confirmed what everyone thought for some time: the general impossibility for users to replace the batteries autonomously in the iPhone will certainly have its technical reasons, but above all it serves to persuade buyers to move to the latest model as soon as the one they own begins to offer less autonomy than the original, rather than repair it.
Now a new report from Nikkei shows the consequences of that announcement on the plans for 2019: Apple has decided to reduce by about 10%, compared to the aforementioned, the production of iPhone for the period January-March.
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All production lines affected by the decision are the iPhone XS , XS Max and XR models .
It may be useful to remember that Apple initially planned to produce 48 million iPhones in the first three months of this year. Then the figure was revised downwards , reaching 43 million. Now, with the new cut, it comes down to 40 million.
It would seem that the toy of programmed obsolescence has, if not broken, at least failed significantly: users have perhaps understood that to pursue the latest model, sold at ever-increasing prices every year, under the impossibility of making that last who have in their hands is a strategy that, in the end, makes only happy Apple, and not how many still believe that the iPhone is to be considered as a status symbol .
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