iPhone 16 Pro Hype: Scalpers Rejoice, Apple Fans Left Behind?

iPhone 16 Pro Hype: Scalpers Rejoice, Apple Fans Left Behind?On September 20, 2024, the highly anticipated iPhone 16 series officially went on sale. As usual, Apple employed a pre-order system, requiring consumers to place their orders online on the evening of the 18th and pick them up on the 20th

iPhone 16 Pro Hype: Scalpers Rejoice, Apple Fans Left Behind?

On September 20, 2024, the highly anticipated iPhone 16 series officially went on sale. As usual, Apple employed a pre-order system, requiring consumers to place their orders online on the evening of the 18th and pick them up on the 20th. While this pre-order mechanism mitigated the pressure of long queues at Apple Store locations, the impact of the iPhone 16 Pro was undeniable, as observed on-site.

Long Lines at Experience Stores: Users and Scalpers Alike

The Apple Store at Tianhuan Mall, which opens at 10 a.m., was chosen as the pick-up location. Despite arriving 45 minutes early, the "snake" of people queuing outside was startling. As in previous years, a long line had formed inside the mall before 8 a.m., with scalpers also stationed at the store exit.

iPhone 16 Pro and Pro Max in High Demand; iPhone 16 Falls Flat

Apple Tianhuan implemented crowd control measures, allowing only five people into the store at a time, with customers needing to wait for staff assistance upon entry. The pick-up process was similar to usual: present the pick-up QR code and ID, and wait for the staff to retrieve the phone.

While waiting for the phone, I observed the models selected by the other four people at the same table unsurprisingly, all opted for the Pro series. Of the 20 phones retrieved consecutively, 14 were iPhone 16 Pro Max, 4 were iPhone 16 Pro, and only 2 were the standard iPhone 16, one of which was mine. The Pro series colors were mostly Desert Titanium and Black Titanium.

According to the staff, a new batch of iPhone 16 Pro and 16 Pro Max units would be released every morning for pick-up, but they were typically snapped up within 5 minutes. As for the iPhone 16? Ample stock was readily available.

Scalping Market Thrives, iPhone 16 "Breaks Even"

Beyond the buying frenzy inside the Apple Store, the scalping market outside was equally active. Upon leaving with their new iPhones, the first few batches of customers flocked to the scalper gathering points to inquire about prices, primarily for the 16 Pro and Pro Max 512GB and 1TB models.

Based on on-site observations, scalpers were buying Pro and Pro Max units for 300 yuan more (400 yuan more for 1TB), and selling them for 400 yuan above the official price (500 yuan more for 1TB), meaning they were making a "profit" of just 100 yuan per unit.

In terms of colors, scalpers' "inventory" was mostly Desert Titanium, followed by Black Titanium, with only one or two white Titanium models. As for the iPhone 16? Due to ample in-store supply and weak product competitiveness, by 9 a.m., the iPhone 16 had already broken even, with scalpers pricing it 100 yuan below the official price, and the 512GB model even 300 yuan lower, becoming a channel for credit card interest-free installments and annual fee-free promotions.

First-Day Sales Become a "Team Building" Event for Scalpers

First-day sales have long become a team-building event for scalpers, and most users who managed to get their hands on the first batch of iPhones were also likely looking to make some quick cash. This might explain why hardly any iPhone 16 units were seen on the first day of sale.

From a product perspective, this clearly reflects the limited competitiveness of the new iPhone, with people treating the "iPhone grab" as a way to earn a quick buck. However, for actual users who want to buy the new iPhone, this clearly signifies that "creating difficulties where none exist" has become the norm.

"Queuing" Doesn't Equal Sales Figures, True Fans Have Options

If you're keen on getting the new iPhone first but missed the Apple Store launch, there are still other options. For instance, Eleme (a Chinese food delivery platform) will offer pre-orders and same-day sales of the iPhone 16, with full prepayment already accepted. On the first day of the new phone's release, Eleme customers can receive their new phones within half an hour at the fastest, with services like installment payments, sealed packaging, and dedicated delivery. Those who want to get their hands on the new phone as soon as possible might want to keep an eye on Eleme.

iPhone 16 "Breaks Even" Reveals Apple's Marketing Dilemma

Ultimately, the "break-even" of this year's iPhone 16 also exposes Apple's marketing predicament. In the past, Apple's strong brand appeal and innovative image easily attracted a massive user base. However, with declining brand loyalty among consumers and an increasing emphasis on practicality, relying solely on brand appeal is no longer a winning strategy. To address the iPhone's sales woes, Apple's most pressing need is to make significant breakthroughs in product innovation and user experience to rekindle user interest.

Conclusion

The debut of the iPhone 16 series showcases the powerful allure of Apple products, but it also exposes its challenges in product innovation and marketing strategies. In the future, Apple needs to continuously enhance product competitiveness and explore more effective marketing methods to remain at the forefront of market trends.