I have another little prediction for 2007. The iPhone will receive great reviews (already has), huge amounts of fan press, and lots of excitement, but it will not sell 10 million units, or anything close to it. There are simply too many factors which make it a bad choice for most of the market.
The biggest problem, or at least the one that excludes the most users, is cost. The high price tag excludes the majority of the near billion per year cell phone market. If this were the only problem 1% of this market would still be reasonable, but it’s worthwhile noting how big an impact the price has on that rather large number. Consider that the average price of a phone in 2006 was $129 wholesale. SmartPhones, many much cheaper than the iPhone, and all less expensive, accounted for 15% or 123 million sales in 2005. Palm for example averaged $307 per unit in 2006.
This might not seem that far from the $499/$599 price of the iPhone, but remember, the wholesale price is likely quite a bit higher than $499 since that it the price with a 2 year contract.
Take all of that and combine it with the second problem, Cingular exclusivity. Cingular is big in the U.S., but it’s still only a bit more than 55 million subscribers or around 30% of the market in 2005. To suggest that the iPhone will convert 20% of Cingular subscribers is ridiculous.
I’d guess Apple has some international plans, but since I’m not sure what they are, but even if there was a 30% market share provider in each country, the pool of potentials is down to around 35 million users that Apple would have to convince to spend an extra $200-$300. How they expect to do this with $10 million of them I have no clue.
Add to this some the rumors that it won’t support Outlook, among other critical enterprise user features, and you start to wonder what is the target market for the iPhone.
It seems very much to me like the target market is that kid from the Mac commercials. But how many kids like that are there? Are there 10 million of them? I don’t think so. And those kids today aren’t buying $500 phones for the most part, they’re buying RAZR’s, that are $100 or even free. Maybe it’s possible to upsell them some, but at the rate of 10 million in one year? Once again, I don’t think so.
Still, the iPhone will probably end up a success for Apple overall. At $499, or whatever their wholesale price is, they don’t need to sell 10 million. Plus with Apple’s locked in, we own everything, and control all the software policy, Apple will probably make another couple hundred at least off each subscriber through iTunes sales, and software sales and licensing fees, when their users start to wonder how to get GPS support, or how to connect with Outlook, or view a Word/Excel document, or play some games. To be honest, if Apple reaches anywhere near their target, I’d expect them to come out with their own Skype-like service, and start charging a leg for it (just under the arm and leg the existing cell providers charge).
I should also mention that yes, the iPhone looks to be an excellent piece of engineering. It’s surrounded by a regular Apple sea of bad business and false idealism, but that doesn’t mean that if you find the phone itself attractive, and worth the cash you shouldn’t hop out and buy one. Just realize that in this case your not jumping into the wave of the future, like where the iPod went. Instead your jumping into a tightly regulated niche that will likely find itself sorely challenged even at the outset by the more open alternatives.
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