苹果新手机开售即破发，砍单到几乎停产

Core Insights - The iPhone Air was launched on October 22, with a starting price of 7999 yuan, but initial sales were disappointing despite strong pre-order demand, leading to a surplus of stock in stores [1][5] - The iPhone Air is the thinnest phone from Apple, utilizing eSIM technology, with an estimated first-year shipment of around 10 million units according to Omdia [3] - Consumer feedback on the iPhone Air has been mixed, indicating varying levels of satisfaction [4] Group 1: Sales Performance - The iPhone Air sold out within 5 minutes during pre-orders, achieving over 100 million yuan in sales within the first second on JD.com [1] - However, after the official launch, there was a notable lack of interest, with reports of stores having excess inventory and low foot traffic [1] - The second-hand market saw the iPhone Air trading at prices close to or even below the official retail price shortly after launch [1] Group 2: Production and Demand - Apple is reportedly reducing the production of the iPhone Air significantly, nearing a halt, and shifting focus to the iPhone 17 and iPhone 17 Pro models due to lower-than-expected demand [5][6] - Analyst Ming-Chi Kuo indicated that supply chain capacity could be reduced by over 80% by Q1 2026, with some components potentially ceasing production by the end of 2025 [5] - The iPhone Air's inability to carve out a new market segment is highlighted, as previous models like the mini and Plus also failed to meet expectations [5] Group 3: Market Strategy - Apple CEO Tim Cook's recent visit to China is seen as a strategic move to reinforce confidence in the Chinese market, especially following the launch of the iPhone 17 series [7][8] - The high-end smartphone market is crucial, with projections indicating that it will contribute over 60% of global smartphone revenue by mid-2025, where Apple currently holds a 62% market share [8] - Apple's revenue for the third quarter reached $94.036 billion, a 10% year-on-year increase, with the Greater China region contributing $15.369 billion, up 4% year-on-year [8]