Li Mu's seemingly arrogant truth completely made Jobs lose the confidence and courage to continue reprimanding him.
The shopping mall is like a battlefield. Sometimes it’s about strategy, sometimes it’s about tactics, sometimes it’s about technology, sometimes it’s about luck, but sometimes it’s just bloody consumption.
The only purpose of a war of attrition is to consume the opponent until he can no longer consume it, or until the opponent is directly exhausted.
Under the premise of a war of attrition, tactics and strategies are of little use. Everyone just fights for their lives, just like the Battle of Stalingrad during World War II. After the battle begins, both sides must invest continuously. The strength of the troops should be fought until the opponent is exhausted, or until the opponent is exhausted, or oneself is exhausted.
In this war mode, Apple is obviously not the opponent of Makino Technology. Li Mu can lose tens of millions of dollars on Mango-ME2, but Apple, let alone losing money on the iPod business, even if it makes a loss of 10 million US dollars, it will be enough for him. It’s so uncomfortable. As soon as this war of attrition started, Apple gave up.
Jobs hung up the phone with Li Mu dejectedly. At this early hour, Jobs had no sleep at all.
He couldn't imagine how Apple's stock price would collapse after dawn. After all, no matter how powerful YYtunes is, it can only have an impact on iTunes' online music store business for the time being. This business is still in its infancy for Apple. During the incubation period, the impact is not too great;
However, the iPod business is the mainstay of Apple's current revenue, and almost all departments rely on the profits it creates to survive and operate. Now, Makino Technology has officially announced the price of Mango-ME2, coupled with the extremely cost-effective MX858- Mango, iPod suddenly lost all competitiveness in front of consumers.
Before Apple's godhead was established, the iPod had almost no halo buff to speak of. As soon as Makino Technology showed its sword, the iPod would suffer.
Therefore, Apple's stock price will definitely suffer an avalanche today, which is a foregone conclusion in the eyes of Jobs.
How to explain to the board of directors and investors after the stock price crashed has become Jobs' biggest concern right now.
…
At 9:29 Eastern Time, the trading window for the U.S. stock market is about to open.
In the past two hours, all the pre-market analyzes of financial programs have emphasized the Mango-ME2 released by Makino Technology over the weekend and its incredible pricing. They also reminded investors that today’s Apple stock is extremely pessimistic.
The entire market is badmouthing Apple, and no financial media is optimistic that Apple can survive this crisis safely. Some media even said that even if Apple places its hope in the US government, it will be difficult to escape from this bad influence. After all, Mango-ME2 has instantly shaken the potential user base of iPod, and it will not be officially launched in a short time. Even if Apple sues Makino Technology, it is completely impossible.
If you want to file a lawsuit to get help from the U.S. government, you must wait until Mango-ME2 is launched in the U.S., or is actually ready to be launched. Otherwise, if you sue a Chinese company in the U.S. for a product released in China, the U.S. government wants to help. There is nothing you can do.
This is the most fucked up part.
If Mango-ME2 will be officially launched in the United States in one month, I don’t know how Apple’s stock price will fall in this month. Unless a breakthrough can be found in other business lines, it will simply rely on Makino Technology Going to court to recover the stock price is a fool's errand.
During the two-hour pre-market period, Apple was repeatedly criticized by major media, which had a great impact on the psychology of retail investors in the market.
At this moment, in the pre-market trading market on Nasdaq, all investors and the media are paying close attention to Apple's stock price fluctuations, because this past weekend, Apple suffered a major blow from China Makino Technology. The blow will have a huge impact on Apple's current iPod sales and will greatly affect Apple's future performance. Therefore, investors are optimistic about him.
At 9:30, the selling price of Apple's stock fell directly from US$7.36 to US$6.33, a staggering 14% drop!
As soon as this stock price came out, the entire market screamed, and it plummeted 14% at the opening. Apple has never experienced such a terrifying single-day drop since its listing in the last century until now!
However, this is not a real plunge in the U.S. stock market, because in the U.S. stock market without a price limit, tragic stocks can even lose 90% of their market value in one day, directly falling into a situation of no return.
Even Jobs did not expect the sharp plunge in the stock price. He knew that the stock price would be greatly affected, but he did not expect that the impact would be so big!
There is only one reason for the unexpected plunge, and that is that the market and investors are even less optimistic about Apple's prospects!
And this is just the beginning.
The stock price of 6.33 US dollars is still falling like a car. 6.3, 6.25, 6.2, the stock price simply cannot stop the downward trend.
In order to enhance investor confidence and stabilize stock prices, Apple issued an emergency announcement. The announcement stated that Apple would start the research and development of a new generation of iPods and would cooperate with iPod headphone OEMs and Japan's Foster Group to jointly develop Earphones with better sound quality will enhance the sound quality performance of the new generation iPod and at the same time reduce the price of iPod3;
At the same time, Apple also announced that it will reduce the price of iPod 3 globally. The price will be reduced by 10% compared with the previous price. Users who purchase iPod 3 within 15 days can go to the sales store to receive a 10% price difference refund with the purchase voucher.
That's all Jobs can do right now.
The price of iPod3 has been reduced by 10%, and the profit margin has basically been cut by nearly half. But even so, the iPod3 after price reduction is still not price competitive in front of Mango-ME2, but at least the gap has been narrowed.
Originally, Jobs did not want to refund the price difference to users who had purchased iPod3. With his consistent attitude towards users, he did not bother to cater to users' preferences, but pursued leading the needs of users. Generally speaking, he never considered users. , but trying to conquer users. At this time, asking him to do something like refunding the price difference is a departure from principle in his opinion.
However, the board of directors insisted on refunding the price difference because they were still skeptical about whether a 10% price cut on iPod 3 could reverse the decline. One thing they knew very well was that if Apple announced a price cut and did not subsidize old users, it would be a problem. Old users were also hurt. By that time, new users were unable to recover, old users were lost again, and the future of iPod3 was in jeopardy.
After this announcement was issued, the downward trend of the stock price was finally stabilized. At this time, Apple's stock price had fallen below the 6.2 yuan mark, and the latest price stayed at the level of $6.19.
US$6.19, compared with US$7.36 at the end of last week, has fallen by almost 16%...
For Apple, because of Makino Technology, their stock price fell from US$8.68 to US$6.19 in three trading days, a loss of almost 30%. This is simply a life-threatening loss!
However, the urgent announcement did not have a long-lasting effect on the stock price.
At three o'clock in the afternoon, with an hour left before the market closed, Apple's stock price finally rose back to the US$6.2 mark and remained at US$6.22. But then, a US survey company released the latest survey data. , they published a questionnaire on the Internet and have received feedback from 20,000 American netizens.
In this result, 3% of users have already purchased iPod products; 4% of users originally planned to purchase iPods; and 97% of users gave up purchasing iPods because of the emergence of Mango-ME2, which means , among 20,000 people, 800 people originally planned to buy iPod, but because of the release of Mango-ME2, 776 of these 800 people gave up buying iPod. From this survey result, it can be seen that Mango-ME2 has great influence on iPod. The impact is not huge, but devastating.
And that's not all.
After Apple made the announcement, they released a new questionnaire. By the end of this questionnaire, a total of 12,000 results had been received.
Among them, users who originally planned to buy an iPod accounted for 3.7%, which was close to the previous 4%. However, after Apple announced a 10% price cut for iPod 3, 90% of users still gave up buying an iPod.
This also proves that the 10% price reduction announced by Apple does not have much impact on consumers, and most people still choose to give up.
In addition, this professional investigation company also sent reporters and investigators to randomly interview passers-by on the streets of New York City, and the interviews were all young people aged 18-35. In this on-site investigation, 90% The above users who were originally interested in buying an iPod still chose to give up the purchase even after Apple announced a 10% price cut.
The reporter interviewed these passers-by who gave up buying and asked them the specific reasons for giving up. The results are as follows:
The most overlapping answer is: Even if the price of iPod is reduced by 10%, it will not be cost-effective compared to Mango-ME2, because even so, its price is still much higher than that of Mango-ME2 with the same capacity, and even higher than the price of iPod with the same capacity. The Mango-ME2 without the MX858-Mango headset is still much higher. You must know that the MX858-Mango is very cost-effective. If you buy this version, you can save almost 40 US dollars in terms of actual expenditure.
In addition, there are many highly overlapping answers, such as:
Many people think that the design of Mango-ME2 is better-looking, more fashionable than iPod, and cooler than iPod;
Many people also think that YYtunes is much easier to use than iTunes, especially because YYtunes integrates music social functions, allowing users around the world to extend a music community based on their common favorite music, so everyone is looking forward to YYtunes and Mango- The combined experience of ME2 instead of the outdated experience of iTunes+iPod...
As soon as this news came out, Apple's stock price fell again, and the little confidence that investors had just regained was wiped out by this news.
The stock price fell again, and in the blink of an eye it missed the $6.2 mark, and then broke through the $6.1 mark. The whole market was frightened, wondering whether Apple could hold the $6 mark before the market closed. If this mark fell, then I'm afraid it will be another performance that falls apart...
Apple's shareholders and securities firms are also trying their best to restore the stock price. They are all holders of a large number of Apple stocks. No one wants to lose a lot. Trying to save the stock price may attract retail investors with extremely low expectations to take over the stock, and then get a profit. Greater financial inflows.
However, no one expected that at the critical moment when Apple's stock price fluctuated between 6.02 and 6.03 US dollars, Microsoft, which had a sharp decline in Apple's stock price today and a sharp rise in its own stock, suddenly made an earth-shattering announcement!
(End of chapter)