Just three years ago that Apple decided to alter the cycle of renewal to which we were accustomed with their products. The iPhone 4S was presented in October 2011 and from there this terminal would be successive generations in the month of September. The iPad was its third generation in the month of March 2012, being renovated again that same year in October just 7 months later.
Both the iPod and the Mac changed their releases most important to make them coincide with the events of September and October, respectively. In the case of the Mac, October was reserved for some of the most important renovations as the MacBook Pro Retina of 13 inch seeing occasional minor updates in the middle of year. The idea behind this calendar is clear: align all their products star for Christmas campaign.
If we look at what represents the graph, we see how the peaks of the last 3 years correspond with the Q1, the Christmas quarter (Apple’s fiscal year begins in October). If we withdraw more at the time, the Q1 is usually the quarter with greater movement in sales but the difference with the rest is not so pronounced.
A double-edged calendar
This new releases calendar has a number of clear advantages, and take advantage of the pull of the sales for the Christmas quarter. To upgrade a few months before its main products, Apple has time to normalize the huge demand and have some reasonable deadlines for December. As an additive, customers who are considering purchasing a new device and who can afford to wait for a renewal they know perfectly well at what time will happen.
A few months ago, Jan Dawson published this article that shows the graph above and argues how these advantages also have a negative side. According to Dawson, the predictable Apple calendar creates the following problems:
- They worsen the stock breakages which traditionally affect the launches of the iPhone and iPad. The supply chain is taking around a quarter in to match demand with supply, “leaving money on the table”.
- Many early adopters have been how it was better to wait for renovations in September and October, leading to a valley between Q1 and Q1.
I am not entirely convinced that this is a problem that has to be resolved, but if I find it interesting the effects and consequences of a predictable schedule. I think it is important to focus the new generations in the Christmas period because it is the moment that millions of people around the world have one higher purchase budget. In the U.S., purchases give the kick off after Thanksgiving, the famous Black Friday. Capture a significant portion of that budget is a great prize for any company.
Apple can do
Do you could do something about this for? mitigate the above effort of supply chain? Maybe taking new Apple TV full or Apple Watch products. On the latter, we know that Apple will launch at the beginning of the coming year. As we have seen sometimes, watch Apple will have more than trendy items from what many thought at first. By definition, being a watch because it’s an accessory, Apple Watch is also an ideal product to give away at Christmas.
Therefore, it would not raise no eyebrow if at the end of the coming year we saw a sunset on the day of the clock. You may an interchangeable S2 chip. It is difficult to think of a device of consumer electronics that would not benefit from a renewal of face at Christmas. Is there any market that does not follow the Christmas pattern? Clear that Yes, the corporate. Much has been said of a larger larger enterprise-oriented iPad and we also know that the California company has this market in its sights. But, for the moment, Apple is still a consumer-oriented company.