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C is for Cognitive Illusion

Posted in ひと, アップル, イベント by shiro on 2013年9月11日

Screen-Shot-2013-09-11-at-9-11-11.57.11-AM

C is for Cognitive Illusion | asymco

Horace Dediu:

The surprise was that the 5C was not “low end” in any way other than having a plastic case. It has a minor spec increase over the 5 but is otherwise a 5 feature set in a plastic skin. It also is priced as if it was the continuation of the 5, with a modest reduction in ASP.

In summary I’d say that the C signals the beginning of the “good enough” phase which was also evidenced by the increasing mix of the older models during the last year. Financially it shows up as lower ASP, which, as the graph above implies, I expect to drop to $600 and lower during the next year. Margins may not be affected much as the C is still very highly priced relative to its cost of production.