The Beijing News (Reporter Yang Weicheng) Yesterday morning, four products including Apple's "biggest change" product iPhone X were released. However, just after the meeting, Apple's share price fell, and the closing price of the day was $65,438 +060.86, down 0.4%. Apple's total market value is about 830 billion US dollars. Based on this calculation, it will evaporate 3.3 billion US dollars (about 2 16 billion yuan) in one day. "Face recognition" is now an own goal, and the stock price has plummeted. In the early morning of September 13, Beijing time, Apple held an autumn new product launch conference at the Jobs Theater in its new headquarters, Apple Park, and released iPhone8, iPhone8Plus, iPhone X, Apple Watch and Apple TV. Tim Cook, CEO of Apple, called the iPhone X "the biggest leap since the first iPhone" at the press conference. In addition to the full screen, the biggest attraction of this product is the use of face recognition technology. However, there was an oolong on the scene. Craig federighi, Apple's vice president, demonstrated the function of face recognition, which failed unexpectedly for the first time. As you can see in the video playback, the words "Please enter the digital password to unlock the Face ID" appeared on the big screen of the mobile phone. Craig federighi's second identification was successful. Although Apple claims that the recognition error rate of the new technology is less than one in a million, and it will only be unlocked when the user stares at the phone. However, at the press conference, when the face unlocking demonstration failed, the scene was once very embarrassing. During the press conference, Apple's share price began to fluctuate and then plummeted. The opening price of the day was 162.74 USD, and the stock price once hit the lowest point 158.78 USD around 5: 00 local time. At the close, Apple's share price fell by 0.68 USD to close at 160.82 USD, a decrease of 0.42%. Apple's market value is about $830 billion, which is $3.309 billion less than before its release. The booking of iPhone X was postponed, and the reporter accused of rationing observed that there was no iPhone X on all major e-commerce platforms except Apple official website. It is reported that the model 10 was pre-ordered on127 October, and 1 13 was put on sale. Previously, KGI Securities analyst Guo Ming said in a report that the daily output of iPhone X is less than 1 10,000 units, so there will be a serious shortage in the initial stage. Apple usually delivers new products within a week or two after they are released. Apple set the scheduled date of iPhone X at October of 65438+27 in one and a half months, which led many people to guess that Apple's supply was limited. Kim Forrest, a senior stock research analyst at Fort Pitt Capital Group, said, "It's a good thing to welcome products like iPhone X, but we prefer it to be launched as soon as possible, such as in early or mid-June." On September 13, the Beijing News reporter saw in JD.COM Mall that the purchase price of self-operated Apple iPhone 8 64GB full netcom mobile phone was 5888 yuan, and the purchase price of 256GB was 7 188 yuan. Apple iPhone 8 Plus 64GB Full Netcom 4G mobile phone booking snapping price is 6688 yuan, and 256GB booking snapping price is 7988 yuan. Same as Apple's official price. Suning.cn, Tmall Mall, etc. can only be purchased by appointment, and there is no guarantee that they will be snapped up successfully. When the reporter entered China Unicom official website, he found that the users who made a successful appointment can have priority to purchase the new iPhone contract plan. However, users such as arrears will not be able to handle it. Each ID number can only reserve at most one iPhone8 series contract plan and one iPhone contract plan. Unicom did not disclose the specific price package. It is understood that China Mobile has no contract plan at present, but official website, as the above-mentioned e-commerce platform, can accept appointment service. However, China Telecom did not take any measures. Yellow cattle fried iPhone X, the price is close to 20 thousand. Both iPhone 8\8 Plus and iPhone X are currently out of stock, so users can only snap up iPhone 8 by booking. The Beijing News reporter found that the price of the online iPhone 8 64G version has soared from 5888 yuan to 12888 yuan. The iPhone X with a more expensive starting price is close to 20,000 yuan in the hands of scalpers. Subsequently, the reporter contacted several overseas purchasing agents, and a Japanese purchasing agent said that there was no goods on hand, and the specific purchasing price could not be determined until Apple officially released it. The other party estimates that the purchasing price of iPhone 8 64GB is about 6,543.8+10,000 yen, equivalent to about 6,000 yuan. An American purchasing agent said that iPhone8 and 8plus will be delivered on the first day of delivery on September 22nd, and the price is subject to the store quotation on the day of delivery. As for the iPhone X, it started shipping in June 1 1. "Now, the new iPhone has a deposit of 2,000 yuan. After listing, it will be delivered according to the quotation of the day, and the deposit can be refunded at any time; It is estimated that the final sales price will be around 5500- 12000 yuan. " An online survey of Zhongguancun Online shows that more than 80% of users who want to buy a new iPhone express their intention to buy an iPhone, but 70% of netizens have a psychological price of less than 7,000 yuan. The reporter interviewed ten ordinary urban white-collar workers randomly. Respondents all said that the price of the new mobile phone was higher than expected, but if they needed to replace the new one, they would choose iPhone 8. "The functional configurations of 8 and X are basically the same. I don't think it is worthwhile to spend nearly 3,000 yuan to buy a full screen and faceID, not to mention that I think faceID is not safe. " An interviewee told reporters. ■ People's observation of the impact of trillion-dollar market value is frustrated. What should Cook do? On September 12, US local time, Apple released the iPhone X, which Apple CEO Tim Cook called "the biggest leap". However, just after the meeting, Apple's share price fell, and its market value evaporated by over 210.60 billion yuan. This is contrary to the industry's expectation that Apple will hit a market value of $654.38+000 billion with the iPhone X. As the successor of legendary leader Steve Jobs, Cook is destined to bear all expectations and doubts. Cook strives to consolidate Apple's platform advantages. Under his leadership, Apple's market value has been rising in recent years. However, there are also views that Apple under the leadership of Cook lacks revolutionary innovation, and each generation of products relies on so-called micro-innovation to impact the market, which has lost its position as the trend leader of smart phones. In addition, it is relatively conservative in strategic investment. For a long time, Apple, which holds hundreds of billions of dollars in cash, rarely makes large-scale investments and mergers and acquisitions, and has not made much achievements in big data and cloud strategy. In addition, its proud design and function are at risk of being overtaken, and many people are worried about Apple's future. Market value growth: A safe bet Since Cook took charge of Apple for six years, Apple's market value has risen by about $460 billion to more than $830 billion. The second-place Google was thrown out as high as $654.38+050 billion. According to Kensho's data, Apple's share price rose by a median of 27% from two weeks before the last 1 1 iPhone launch to six months after the launch. From the historical data, if iPhone X "plays normally", Apple will rise by more than 20% in the second half of this year, becoming the first listed company in the United States with a market value exceeding 1 trillion dollars. According to the impact of Apple's previous press conferences on the stock price, it should be a high probability event that the market value exceeds one trillion dollars. However, as Apple's share price fell, this exciting expectation in the industry was hit. Cook seems to have been indifferent to Apple's market value. In an interview with the media, he once said that the outside world felt "absurd" about Apple's future and stock price. He stressed that Apple did not pay too much attention to stocks because it paid more attention to long-term development. 2011On August 24th, Cook became the CEO of Apple, which he called "the worst day". Recalling those days, he said that he even had the illusion that Jobs would come back at any time. However, Jobs finally failed to come back. At that time, there was a voice that Apple lacked a charismatic leader, or it might repeat the mistake of 1985 and go into decline. But now it seems that Apple has basically maintained a steady growth trend. Cook took over the management of the company from Jobs three times: once in 2004, during Jobs' recovery from pancreatic cancer surgery; Once, in early 2009, Jobs took a six-month sick leave because of a liver transplant. Once again, at the beginning of 20 1 1, Jobs called in sick again. Because of the steady growth of Apple's performance and share price during the management period, Cook was once called Apple's "safe bet". Behind George W. Cao Gui: Lack of Product Enthusiasm As the successor of legendary leader Steve Jobs, what should Cook do to gain recognition or not to take responsibility? Cook once told CBS how he worked for Apple at 1998. He used to work in Compaq, and he did a great job, but after meeting Jobs, "I decided to put caution behind me in less than five minutes." Cook said, "Suddenly, I had an idea,' I'm going to Apple'." After officially taking office, Cook followed the strategy determined by Jobs, and gradually equipped the existing hardware innovations to various series of products, consolidating Apple's advantages in the operating system. But it also left the impression of "upgrading to, insufficient innovation". After the industry believes that Apple has not launched important innovative products for three years, the release of large-screen iPhone 6 and smart watches once again attracted the attention of the whole world in 20 14 years, which is also regarded as the first step for Cook to enter the new product field. While Cook made the iPhone screen bigger, the sales of mobile phones increased greatly. In 20 1 1 year, 44% of the company's sales came from iPhone, and by 20 16, the proportion was close to 2/3. The big-screen iPhone 6 has also helped Apple become "the most profitable company in the world". However, even iWatch has not reshaped the product category like the previous generation iPhone. Phoenix Technology once compared Cook with Bill Gates' successor, Ballmer, and thought that Cook lacked enthusiasm for products, so he lacked the ability to bet on the right products. Conservative investment: Apple's strategy is far from worrying. The financial report released in August this year shows that Apple's cash reserves have reached $266,543.8+0.5 billion. It is reported that in a few mergers and acquisitions, Cook likes to acquire start-ups, which usually costs10 to several hundred million dollars each time. Most acquisitions are directly related to Apple's products and services. Previous "big money" investments included: buying Beats, a music equipment brand, for $3 billion in 20 14, and snapping up thousands of patents of Nortel Group for $2.6 billion in 2010. Some voices believe that Cook has continued the conservative strategy of the Jobs era. Apple lacks strategic investment and has not made much achievements in big data and cloud strategy. Apple's most well-known equity investment only accounts for about 30% of the shares in GPU R&D's Imagination. Imagination is the only GPU supplier for iOS devices, and it has been speculated that Apple will seek to acquire this company. Looking back in recent years, Apple has hardly invested heavily in smart assets, and because of its backward strategy, Apple is at risk of being subverted. However, changes may be taking place. Last year, Apple suddenly announced that it would invest 654.38 billion US dollars in Didi. The Financial Times published an article at that time and analyzed that the logic of this investment was different from the previous idea of strengthening its own ecosystem through mergers and acquisitions. According to the analysis, Didi has surpassed the super entry characteristics of entry-level applications, and its essence is AI-level applications. Apple's move is to buy tickets for the next generation of ecology. Beijing News reporter Jiang Bo ■ Industry analysis Comprehensive screen mobile phones get together and release the industrial chain to meet the reshuffle. "Society is my Lei Ge, and there are not many people and goods." Lei Jun, the founder of Xiaomi, told a big truth when he released the full-screen mobile phone MIX2, which was interpreted by the industry as limiting production, and the stocking of full-screen mobile phones would be affected. However, full screen will be the key word of the mobile phone industry in the second half of this year. In addition to iPhone X, Samsung, Huawei, Gionee, Xiaomi, vivo and other 10 Android phone manufacturers are also launching full-screen phones. Luo Zhongsheng, global CEO of Sharp Mobile, believes that the full screen is the biggest outlet before the advent of 5G. Minsheng Securities believes that with international brands such as Samsung and Apple adopting full-screen in high-end models, domestic mainstream mobile phone manufacturers will actively follow up, and full-screen mobile phones will accelerate their penetration into the smart phone market. It is estimated that the penetration rate of 20 18 full-screen mobile phones will exceed 30%. Liang, an observer in the consumer electronics industry, said that full-screen mobile phones will definitely occupy a certain share in the high-end mobile phone market in 20 17 years, and the proportion will be higher and higher. "Major mobile phone manufacturers are also implementing this concept. For young consumers who like trendy, full-screen mobile phones are new and more attractive. " For most consumers, a full screen is just a higher screen ratio. In the eyes of the industry, the full-screen technology is not to remove the border of the screen by technical means, but to perfectly solve how to place fingerprint identification, earpiece, front camera, light sensor and other components around the screen by technical means, with as little or no changes as possible. Li Nan, senior vice president of Meizu Technology and president of Charm Blue Division, said that Sharp and Xiaomi are not full-screen phones, but full-screen phones. They gave up the symmetrical design and cut off the proportion of a lifting screen. This is just an ID design choice, not a technological breakthrough. Samsung S8 is to increase the border width from the fundamental technical level, thus increasing the screen ratio. Compromise behind full-screen technology Li Nan, vice president of Meizu Technology, once told the media that full-screen is a trend, and front fingerprint is also a trend, but at present, the two technologies have not been well integrated, so we can only choose one of them. In order to achieve a better screen ratio, Samsung S8 mobile phone put fingerprint recognition on the back, side by side with the camera. Some users said that the post-fingerprint recognition is not used to it and it is inconvenient to use. Therefore, Samsung S8 is one step ahead of Apple iPhone X, and has introduced biometric methods such as facial recognition and iris recognition. However, the security of the newly introduced biometric method needs to be verified. Some foreign netizens said that the facial recognition of Samsung S8 is very easy to be deceived. When inputting personal facial information, the mobile phone can also be unlocked by taking a selfie. Apple uses 3D facial recognition technology, which claims to be superior to plane recognition. However, at the iPhone X conference, Apple's 3D facial recognition also failed. In addition to the recognition function, there is also a component on the front of the mobile phone that is difficult to put on the back, that is, the front camera. The practice of Xiaomi MIX is to put the front camera below. Sun believes that this is a low-cost reference scheme and does not need much technical research and development. In contrast, Sharp's AQUOS S2 adopts the miniaturization of the camera, and it is more technically difficult to put the receiver and antenna in this small hole. Broken screen is also a more serious problem of full screen. Liang pointed out that the full-screen mobile phone is very resistant to falling, which is equivalent to the fact that the glass on the surface of the mobile phone has reached the frame and covered it. Its shock resistance and fall resistance are not good, and it is easy to break the corners of the screen during vibration. Li Chunli, research director of Rising Sun Big Data, believes that the full screen has brought new challenges to the mobile phone industry. First, the main RF antenna is extremely sensitive to the metal part at the bottom of the whole machine, and the space left by the full screen for the antenna is very small, which increases the difficulty of design. Secondly, due to the large size of the full-face screen glass, in the process of reliability acceptance of the whole machine, "falling of the whole machine" and "environmental impact" are likely to cause the risk of glass breakage, which requires higher internal structure design. Will the comprehensive screen bring about the reshuffle of the industrial chain? Li Chunli believes that full screen will bring more business opportunities to the upstream suppliers and downstream terminals of mobile phones, which is of great significance to the mobile phone industry in the era of low profit. Panel enterprises are undoubtedly the most direct beneficiaries. Sun Yanbiao thinks that the price increase of mobile phone panels is between 10%- 15%. Li Chunli said that in addition to the traditional straight-line cutting, C-type, R-type and U-type cutting processes should be added to the full-screen panel, and laser cutting equipment will also benefit. In addition, the space for placing cameras under the full screen will be further compressed, and cameras need to be miniaturized, which will bring new growth space for the camera industry chain. However, the changes brought by full-screen technology will be transmitted to the upstream modules such as touch display, fingerprint and camera. At the same time, it will raise the capital barriers and process barriers of the module industry, and then promote a round of reshuffle: small factories will be gradually eliminated, while module factories with core equipment and processes such as laser processing will take the opportunity to re-divide the market share. Although the full screen is a hot spot at present, there is a view that the full screen is not the only direction for the future development of mobile phones. Liang said, "When the screen becomes more and more flexible, it can bend and deform at will. In fact, there are still many unknowns about the future direction of the mobile phone industry. " Wu, an analyst with Strategy Analytics, a research institution, told the Beijing News that after several years of precipitation and development, the full-screen technology has reached the standard of mass production. In the next five years, mobile phones will be more flexible and foldable. In the era of limited production capacity of flexible organic light-emitting diode screens, full-screen display has a relatively large development space.