In recent days, Apple's latest news is that the iPhone is not long in 2019, but the problem that Chinese consumers can continue to buy an iPhone in the future.
Let us reconsider the ruling of this event. On the evening of December 10, Qualcomm announced that he had won a patent dispute with Apple. According to the Fuzhou Intermediate People's Court, Qualcomm provisional sale ban on Apple iPhone was approved. The product excluded includes iPhone 6s / 6s Plus and iPhone 7. 7 device with / 7 Plus, iPhone 8/8 Plus and iPhone X.
This means that, in addition to the latest iPhone XS / XS Max and XR series, the old models that are on sale on the official Apple website on the temporary ban.
This is also the latest change in the Afal and Qualcomm litigation disputes in the last year.
Since then Apple has responded to the Qualcomm lock order for the first time, saying "trying to sell iPhone products is another uncommon move by Qualcomm" and also submit a reconsideration request. In recent days, the official Apple and Apple Store online website still sells old iPhone models.
However, the Qualcomm aspect is still difficult. According to the First Financial News report, as all three Apple subsidiaries have refused to sign the court's decision, Qualcomm once again introduced a request for "ban on the Chinese court" , or Financial Times. It is said that Qualcomm also hopes to ban three new models, including iPhone XS / XS Max / XR.
The event has once again gone to the heat, and it has also attracted the attention of many users. What we care for is what patents does Apple break? And what does this ban on Apple and Qualcomm mean?
Apple cutting patents may be associated with multi-field card interactions
There are currently many Apple Apple affirmations, one of which is the scope of the application. According to CNBC, Apple believes that this patent litigation applies to the iOS 11 system only, not to the new iOS 12, so it does not affect the sale of a current iPhone.
But then Qualcomm said that the ban for a specific iPhone model, regardless of what the system's version was transported.
It is worth noting that the ruling mentioned patent "ZL201310491586.1". After the investigation by Ai Faner, it was found that the Office of Intellectual Property of the State had heard the patent case in public this May, including details. Showing information about this patent.
This model and interface are very familiar, is it not? It's easy to think about the Palm card style interface in the web. Actually, here's the case. The patent was originally owned by Hewlett-Packard. In 2014, Qualcomm bought a large number of patents from Hewlett-Packard, so Cymcomm now owns this multi-colored interaction with regard to card.
A year ago, Qualcomm's accusations against Apple in the United States pointed out that the iOS system breaches this card-based interactive design, including "using text rather than a voice to respond to calls that are; come in, "and" by tapping the touch screen. " To achieve the focus of camera and other functions.
These sound and unusual features have now become part of the Apple clause patent case.
But now, Apple has said in the latest announcement that patents that are not part of this legal case Capacity is the main features of using mobile phones, Apple will release a software update to Chinese iPhone users next week to resolve any possible Apple compliance. The problem, but also re-emphasized the reconsideration application directions.
In addition, as Ai Faner said earlier, the only prohibition on Gymcomm is only a measure of temporary protection. The ban for Apple. The sale of the terminal vendor will not be affected by the ban. If Apple reconsider the case later, it is likely that the ban will also be canceled.
However, China Securities Journal quoted the relevant court sources saying that the ruling was within the scope of the patent injunction, and that Apple could apply for reconsideration, but the rethinking of an effect on the enforcement of the ban was not reconsidered; and for Apple to operate the software update, the ban could not be invalidated. Further observation.
If the iPhone is actually banned, what is the effect on Apple?
Retire 10,000 steps, if Apple was actually losing, and that it is not adequately reconciled with Qualcomm, leading to an iPhone ban, what impact will it affect Apple?
Apple analyst Apple Cybart analyzed two cases to us:
1. Some iPhones are banned in the Chinese market
2. All iPhones are banned in the Chinese market
In the case of the first case, it does not mean Apple can only sell an iPhone XS / XS Max and XR in the official channel. The rest of the old models are all banned from being promoted and sold, and removed from the shelf.
This will cause Apple to lose around 8-10 million iPhone sales every year.
The census has based on the share of sales in Greater China in the past earnings of Apple's earnings. From the 2017 position, this ratio has been stable at around 20%.
If we assume that iPhone sales in Greater China also account for 20% or even more global sales, China has taken about 42 million total sales of 210 million iPhones in the year . This data is the same as IDC data 2017..
According to a report by Bloomberg, Apple documents submitted to the court indicate Apple's sales in the Chinese market in 2017, which is 50 million iPhones.
On this basis, according to the proportion of the old iPhone, which accounts for about 30% of total iPhone sales every year, you can get around 10-15 million units. However, Neil Cybart also noted that the iPhones were the share of sales in the Chinese market. It will be even higher. The proportion of old models can be just about 20%, and the number of old iPhones will eventually be affected by around 8-10 million.
Of course, there is some uncertainty in this estimate. If the share of the iPhones in sales in Greater China is even higher then the sales volume will be higher than this result.
At the same time, we do not ignore after the iPhone is banned in China, it will drive the growth of iPhones sales in other regions, and demand for a gray market, including a second hand market will increase, which will be used to demand the old iPhones in the Chinese market.
In the case of the second case, it's even more cruel. Apple's equivalent to selling any iPhone model in the official channel. Basically, it gives up sales figures from 40 to 50 million a year up.
The decline in hardware sales will also affect the revenue products of Apple service departments and other accessories. Once it is true, it will eventually be reflected in the Apple earnings report.
Just a rhetoric is the ban on an iPhone. Here is the pressure of the qualification that attempts to conciliate.
At present, most public opinion is pessimistic about the ban on the iPhone in the Chinese market. In addition to Chinese lawsuits, Qualcomm filed a complaint in Germany and the US.
But in general, the confrontation between Qualcomm and Apple is also a matter of "killing a thousand and losing eight hundred." In fact, most of the iPhone bans that he has tried for in the past year have not achieved the desired results. In the United States, Federal Trade Commission judges still say that Patcomm's licensing and licensing sales strategy undermines a reasonable market competition.
To this end, Qualcomm has chosen to reduce the license fee when licensing 5G patent technology, which is also considered a desire to facilitate the relationship with Apple.
Regarding whether the victory in China has been affected by events in other areas, it is definitely not.
In essence, for Apple, this is still a reasonable patent license fee, not the pricing power that Qualcomm is totally overwhelming, for Qualcomm, in striving for its side He is also hoping to get it again. An opportunity to communicate with Apple.
After all, a month ago, Cymcomm was "willing to work with Apple" to prove his intention to show a good attitude, but at that time Apple was hoping to rely on a legal war to solve the problem.
But now, the balance has dropped temporarily to Gymcomm, and Apple may reconsider discussions with Qualcomm.
Source of map:Puls Biznesu