文档介绍：苹果iPhone为什么敢卖这么贵?
【文章来源:财富中文网】
The short answer for why Apple (AAPL) charges so much for its iPhones — . $549 for the new iPhone 5C that most analysts expected would sell for somewhere between $300 and $400 — is that it can.
为什么苹果iPhone定价这么高——比如新款iPhone 5C的定价为549美元,而大多数分析师此前预期这款手机的售价会介于300美元至400美元之间。简短的回答是:因为苹果有资本这么干。
"Anybody would if they could," writes Horace Dediu on his Asmyco blog. "That's a poor question. So the right question should be: why does anybody pay this much?"
贺拉斯•德迪欧在其Asmyco博客上写道:“如果可以的话,任何人都会这么干。这是一个很蹩脚的问题,因此,正确的问题应该是:为什么有人愿意支付这么高的价格呢? ”
Dediu's answer reveals much about underlying workings of the mobile phone business — and indeed, the whole economy. His key points:
德迪欧的回答在很大程度上揭示了手机行业(事实上乃至整个互联网经济)的相关运营方式。他的关键要点如下:
• Consumers, by and large, aren't paying those high prices. It's the operators — 270 mobile phone carriers — who pay the full freight.
•大体而言,消费者并没有支付这些高昂的价格。支付全价的是那些移动运营商—— 270家手机运营商。
• The decisions operators make on whether to carry the iPhone are driven not by fashion or fanboyism, but by hard economic realities: ARPU, churn, network costs, depreciation, ROI, etc.
•运营商在做出是否销售iPhone的决定时,考虑的不是时尚或狂热粉丝这些因素,而是确凿的经济现实——每用户平均收入(ARPU)、客户流失、网络费用、折旧、投资回报率等。
• For many operators — about two thirds of them — the iPhone doesn't fit their business model. Verizon held out for years. o just came around. China Mobile may soon as well.
•对于许多运营商