The iPhone XS Max
iPhone Xs Max
gets up to more than $1,400.
As a speecedout Galaxy S10 Plus
标配Galaxy S10 Plus
can reach ＄1,600.
Samsung’s foldable phone is going to sell for $2,000.
And Huawei has gone even higher with a foldable
that’s going to start at close to $2,600.
Phone prices have gotten wildly more expensive
in the past couple of years.
Apple, Google, Samsung and others
苹果 谷歌 三星和其他品牌
now charge hundreds of dollars more for phones
than they did just a couple of years ago.
And the upper limit on phone prices won’t stop growing.
If you’re trying to buy a phone,
this can be pretty intimidating.
Why do these very necessary devices suddenly cost so much?
There are a few different reasons that phone prices keep going up.
Some good, some bad.
I’m going to talk about three key pieces to this story.
To understand why, we
have to step back and look at the big picture.
[the upbeat music]
Prices have been rising at pretty much every high-end phone company.
But for this video,
I’m going to focus on Apple,
particularly in the US,
because its prices stayed consistent for a really long time.
Also, the iPhone is just really popular here.
So the first thing is phone prices used to be a lie.
You might remember getting
a brand-new iPhone for $200, but in reality,
that phone cost a lot more.
Probably closer to $650.
The cost was just hidden to you.
This is how phone sales worked in the United States for years.
And it kind of seemed like it would never change.
But then came T-Mobile’s boisterous,
trash-talking CEO John Legere.
“That is a complete crock of bullshit.”
When Legere became CEO in 2012,
T-Mobile was in a bad place.
The carrier was in a distant last to Verizon and AT&T.
It even had 20 million fewer subscribers than Sprint.
Legere wanted to do something bold
to get eyes back on T-Mobile.
So after just six months on the job,
he did something previously unthinkable.
For a major US phone carrier:
he killed two-year contracts.
Now Legere’s kind of ridiculous,
and we make fun of him a lot.
But this was a legitimately game-changing idea.
It made the carrier more consumer-friendly,
and it allowed the company to lower prices.
A T-Mobile plan could easily be half the price
of a Verizon or AT&T plan.
This had a huge effect
in turning T-Mobile around
and making it the competitive
number three it is today.
But getting rid of contracts and lowering prices
really meant getting rid of phone subsidies.
Carriers had only been able to give you a $200 iPhone
because they were quietly charging you
for the rest of the phone every single month
as part of your bill.
The iPhone was always about $650.
You just couldn’t see it.
Within two years, Verizon, AT&T,
两年内 威瑞森 美国电话电报公司
and Sprint all followed suit.
The contract was dead.
And now what you saw was
the exact price of the phone
along with the monthly fee you’d
need to pay in order to buy it.
So that’s part of the story.
And it brings phones from about $200,
to about $650 in just a couple years’ time.
But this isn’t just a story about sticker shock.
Phones really are getting more expensive.
And there’s been a big jump from $600,
to well past $1,000 in just the last few years.
These price hikes aren’t just about what consumers want.
They’re also about what companies like Apple need.
And that brings us to the second part of this story.
As weird as it sounds,
Apple is running out of people to sell iPhones to.
When the iPhone 4S came out,
around one in three
Americans owned a smartphone.
Just five years later,
there’s a smartphone in the hand
of 3 out of every 4 Americans.
The death of contracts has also
made it harder to sell a phone.
Customers no longer have a good reason
to buy a new phone every two years,
which means Apple isn’t
guaranteed those biannual purchases.
In fact, carriers have even
started extending the time
over which we pay for our phones.
AT&T defaults to splitting up costs over two and half years.
T-Mobile does it over three.
All of this has had an impact.
By 2017, Americans were holding on to their phones
for more that two and a half years.
That doesn’t sound like a lot,
but it’d been closer to two years
just the year before that.
To see the real story,
you can just look at this chart.
Thanks to the success of the iPod,
Apple had been setting company-best revenue records quarter after quarter.
When the iPhone came out, that only accelerated.
Apple was on a 13-year record-setting streak.
But then, this happened.
In April 2016, Apple missed.
For the first time in more than a decade,
Apple made less money in a quarter
than it did the year before.
Now, don’t get me wrong —
Apple still made a ton of money:
it got ＄50 billion in just three months
But Apple lives and dies by the iPhone.
At the time, the iPhone
made up 65 percent of Apple’s overall sales.
So Apple’s main goal was
to send that arrow back in the right direction.
And that means one of two things:
either selling more iPhones or selling more expensive iPhones.
And you know which one they chose.
So everyone got cheap phones on a two-year contract.
Then those contracts died.
People bought fewer phones, and prices had to go up.
It all sounds a little bit evil,
but there is a bit more to it.
And that’s the third piece of this story.
“It is the most advanced iPhone we’ve ever created.”
“We designed the world’s best camera,
and put it in the world’s most helpful phone.”
“Galaxy Fold is a device
unlike any that’s come before it.”
But seriously, modern phones
do have a lot more stuff and a lot nicer stuff,
especially at the high end.
There are larger screens, nicer display technologies,
multiple cameras, tons of RAM,
waterproof builds. It adds up.
If you count up how much every part
inside an iPhone 4 from 2010 costs,
it comes out to less than $200.
Do the same thing
for last year’s iPhone XS Max,
去年iPhone XS Max
and it’s closer to $400.
Now, yes, that is a lot less
than Apple sells the phone for,
but that’s just the cost of parts.
It doesn’t include R&D, manufacturing, shipping, support,
不包括研发 制造 运输 支持
the salary of the Apple Store employee
who sold it to you, and a lot more.
The prices for new iPhones haven’t necessarily gone up a ton.
Apple charged $650 Apple charged $650
With inflation, that’s now about $720,
which is close to the cost of an iPhone XR,
a phone that likely costs a lot more to make.
So in reality, it’s less that
the iPhone got more expensive
and more that Apple has pushed
the boundaries on what the most expensive iPhone looks like.
And it’s worth keeping in mind
that if you buy a $ 1,000 iPhone,
you’re actually in the minority.
In the US, phones sell for $400 on average.
And it’s even less worldwide.
You may need to spend a grand
to get the absolute best out there,
but phones have gotten so good
that you can now spend a few hundred dollars
and get something that checks most of the boxes
one could reasonably need.
Even Apple will sell you
a brand new iPhone 7 for $450.
So yes, phone prices have risen a lot.
You have to spend more to get today’s best phone
than you had to spend to get the best phone
just a few years ago.
But the difference is that
you no longer miss out on quite as much
if you choose to spend less.
And the phone you do end up with,
you’ll probably hang on to for longer.
So unless you’re still buying the best every two years,
you might not end up spending all that much more.
Speaking of expensive phones,
if you haven’t seen them already,
you should absulutely check out hands on vedios,
with some of the first foldable phones.
These things are really cool,
and they’re one of the first things in a while
to really redefined a phone can look like.
You can check those out.
And be sure to like and subscribe for more.
The iPhone XS Max