When the innovation of smart phones was blocked, the market situation of the white-brand machine eating the cottage in the function machine era is very likely to be re-emerged, and the ODM mobile phone manufacturers should also upgrade to the brand direction, and the Internet mobile phone in the thousand yuan machine market. "The red-top cottages that appear in the face may finally come back with a madness: "price increase!"
Of course, this kind of "futures" price marketing means based on component cost or exchange rate is just another kind of price war. You didn't watch it, the dealers sold the price for the Valentine's Day, and then sold it again! Perhaps the price increase of the mobile phone factory is only to cope with the dealer's holiday price reduction promotion. It only reduced the price by one hundred or two hundred. Now, with the increase of the price space, it has become a discount "250"!
Compared with the price increase of the cottage, Apple and Samsung will release the flagship machine new machine this year, it may indeed increase prices! Aside from the Samsung "S8", which was redesigned for explosion protection and delayed the release time many times, Apple will release a new machine this year. It is said that after three years of polishing in the laboratory, more optimizations have been added.
After synthesizing information from Apple's supply chain service providers and upstream manufacturers, Mobile Newspaper Online speculated on the general procurement direction of major structural components such as Apple's new display, touch and chassis.
On the display, everyone knows that Apple has given Samsung a $4 billion AMOLED display purchase order. Samsung also said it will prepare 1.2-150 million AMOLED display capacity for Apple's mobile phone. Mobile phone online based on the previous Samsung and display module processing and assembly manufacturers' growth rate estimates, Samsung's capacity minus the processing chain's yield loss, about 80 million Apple phones can be installed.
That is to say, if the production of AMOLED display is smooth, the new models released by Apple this year can all use AMOLED display. In addition to the old models that have been released with LCD screens, Apple's sales in 2017 are expected to exceed 2.3 to 260 million, with an annual growth rate of up to 20%.
The action of Apple's display module processing manufacturer also shows that it is preparing for the final mass production of Apple's new machine. For a long time, Apple's processing touch module, Geng Hong (3673.TW) TPK-KY announced that it has purchased a $86 million Bonder machine, dispenser and ICF attached to Shenzhen Xinsanli Automation Equipment Co., Ltd. Machines and other equipment, the industry expects that these equipments are used in the production of AMOLED display touch modules for pre-production trials of Apple mobile phones.
At the same time, the news from the relevant supply chain said that in order for TPK to better complete the production of AMOLED display touch module, Apple has adopted TPK to transfer the bonding device of some LCD display touch modules to the upstream cover protection. Glass manufacturers, to the AMOLED display touch module to vacate the venue, personnel, and concentrate resources to the AMOLED display touch module production.
In this way, if the AMOLED display touch module is not in good production, Apple can allocate the LCD display touch module order originally assigned to TPK to the upstream cover protection glass manufacturer, and TPK breaks through the AMOLED display touch module. Production bottlenecks to ensure that the production capacity of the new and old Apple phones will not be affected.
According to the mobile phone report online, Apple's new AMOLED display touch module not only displays the LCD display from the old model, but also replaces it into a thinner AMOLED display, and Apple has pushed the 3D TOUCH pressure for many years. The touch module was also redesigned to match the AMOLED display.
In addition to the external pressure detection module, the 3D TOUCH pressure touch module on the old model of Apple also borrows the physical layer of the in-cell touch sensor inside the LCD display to generate signals and complete the function of the entire pressure touch. .
After Apple's new model adopts AMOLED display, the driving mode of the TFT line of the display is also driven by voltage, and it is changed into a current-maintaining drive. It is difficult to implement the embedded in-cell touch sensor on the TFT driver circuit layer. Therefore, the 3D TOUCH pressure touch module of Apple's new machine is also difficult to borrow the AMOLED drive circuit to generate signals.
According to the material supplier, Apple's new 3D TOUCH pressure touch module should be fully integrated with the full pressure touch function to achieve a true independent plug-in. In order to ensure more accurate detection, in addition to adding physical strength to the pressure touch module, Apple also added a graphite oxide laminate film for heat treatment.
That is to say, TPK is Apple's new machined AMOLED display touch module. In addition to assembling and attaching external capacitive touch screen and display touch integrated full-fit processing, the production of 3D TOUCH pressure touch module is also improved. In the past, it was more complicated, and the full fit processing between the 3D TOUCH pressure touch module and the AMOLED display touch module was even more difficult.
In the industry's very long-term 3D cover glass design, Apple's previous verification work has not been passed, but does not rule out Apple's modified design, Corning also changed the formula, and re-apply 3D cover glass on the highest matching style. It is reported that at the end of last year, Apple has placed a thousand orders of intentions with South Korea's 3D glass bending machine equipment factory and advanced part of the equipment materials.
Apple originally planned to use 3D curved glass design for about 300 million high-profile models in this year's new model. From the test samples delivered to Apple, the new Apple machine with 3D curved glass design. The shape is similar to the spaceship headquarters designed by Jobs. After the screen is closed, the whole mobile phone is like a warm black jade.
In order to achieve the effect, Apple insiders said that the new models are likely to cancel the HOME design. According to news from the supply chain, Apple's power button and volume button also canceled the physical button design for a cleaner appearance, instead of the sensor integrated on the metal frame.
From Apple's test sample list sent by various suppliers, the mobile phone reported online that Apple's sensor integrated on the metal frame is very likely to be a pressure touch sensor. The supplier may also be dominated by Chinese local companies.
In fact, when the mobile phone reported the development potential of the pressure touch market in the first two years, the communication with the pressure-touch industry chain suppliers found that the advantages of the resistive pressure touch switch instead of the traditional physical button are very obvious. In some products that emphasize the "three defenses" function and minimalist design.
In addition to the higher cost AMOLED display, the cost and processing difficulty of the 3D TOUCH pressure touch module may increase. Although the industry expects the design of double-sided glass and stainless steel middle frame, the cost will be slightly lower than the bright black. The metal body design, but still difficult to offset the increased cost of using AMOLED displays and changing the design of 3D TOUCH pressure touch modules.
In Apple's previous generation of older phones, the 256GB version of the iPhone 7 Plus was priced at $969. If the memory and CPU specifications were adjusted in the Great Leap Forward, and the cost of design modifications, at least the high-profile new iPhone price. It is easy to break through the thousand-dollar mark.
In other words, unlike the "price increase" of the domestic cottage machine, Apple's newly released mobile phone may really have to raise prices!
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