Unbundled World

Tim Cook on the 1Q 2019 iPhone sales decline in Japan:

In Japan, iPhone purchases were traditionally subsidized, bundled with carrier contracts. Today, local regulations have significantly restricted those subsidies as well as related competition. We estimate less than half of iPhones sold in Japan in Q1 this year were sold via subsidy.

That and the battery replacement program were the official reasons. The unmentioned unresolved iPhone X Suica problem was another.

UPDATE
Tim told Reuters that, ‘Apple is rethinking how it prices the iPhone outside the United States after largely setting the price in U.S. dollars, which made the phones more expensive in local currencies as the dollar strengthened.’ Hopefully Japan is one of the markets that could see iPhone price adjustments. There are also other things Apple can do in Japan to help offset the iPhone sales decline.

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