Ile kosztują flagowe smartfony
Cena sprzedaży flagowców Apple'a i Samsunga przewyższa koszty materiałów co najmniej dwukrotnie. Co istotne, segment najdroższych smartfonów rośnie wyraźnie szybciej niż cały rynek.

Koszt podzespołów do nowego Apple iPhone Xs Max wynosi w sumie 390 dol. (ok. 1,5 tys. zł) – policzył IHS Markit. Takie są stawki dla amerykańskiej wersji smartfona, wyposażonej 64 GB pamięci flash. Sugerowana cena detaliczna tego modelu zaczyna się od 1099 dol. (ponad 4 tys. zł). Czyli koszty komponentów stanowią ok. 35 proc. ceny detalicznej nowego iPhone'a. W wyliczeniu nie uwzględniono jednak nakładów na produkcję, dystrybucję, marketing, R&D i in.
Tym samym wartość materiałów umieszczonych w 6,5-calowym Xs Max jest tylko o 20 dol. większa niż w przypadku 5,8-calowego iPhone'a X z 2017 r., a jego cena jest co najmniej o 100 dol. wyższa.
W iPhone Xs Max najdroższym elementem okazał się wyświetlacz, wart według IHS 120 dol. Co ciekawe, ekran produkuje główny rywal Apple'a na rynku smartfonów – Samsung (część paneli dostarcza również LG).
Porównanie kosztów komponentów do ceny sprzedaży iPhone'a Xs Max wypada korzystniej niż w przypadku flagowego smartfona Samsunga – Galaxy S9+. Ten model, wyposażony w 64 GB pamięci, zawiera podzespoły o wartości 375,80 dol. – według obliczeń IHS. Jego cena detaliczna wynosi ok. 840 dol. Tym samym wartość komponentów stanowi 45 proc. ceny smartfona.
Według danych Counterpoint za II kw. br. Apple jest liderem segmentu smartfonów premium (w cenie od 400 dol., tj. ok. 1,5 tys. zł). Ma w nim 43 proc. udziału, podczas gdy Samsung 24 proc. Za nim są Oppo (10 proc.), Huawei (9 proc.) i Xiaomi (3 proc.). W sumie o klientów rywalizuje tutaj prawie 40 marek.
Premium to najbardziej lukratywny segment dla dostawców nie tylko ze względu na najwyższe ceny, lecz także rosnący popyt – sprzedaż drogich smartfonów w II kw. br. zwiększyła się o 7 proc., podczas gdy cały rynek tkwi w stagnacji (-1 proc.).
Największy udział w sprzedaży mają modele za 400 – 600 dol. (ok. 1,5 – 2,3 tys. zł) – 45 proc.
W przedziale cenowym 600 – 800 dol. (ok. 2,3 – 3 tys. zł) Apple ma 44 proc. rynku, a Samsung – 41 proc.
Apple zdecydowanie dominuje na najwyższej półce (cena od 800 dol. w górę, czyli ok. 3 tys. zł) – tutaj ma 88 proc. udziału w globalnej sprzedaży.
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Europejski rynek smartfonów zanurkował o 16 proc.
„Ogólny klimat w Europie jest nadal ponury" - komentuje analityk.
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