애플의 아이폰 출시 전략: 연간 업데이트 재고하기

### 아이폰 출시에 대해 다시 생각하기: 닌텐도의 서프라이즈 전략이 주는 교훈
* 📱 애플이 매년 새로운 모델을 출시하는 전략을 변경하는 것을 고려하면서 **매년 아이폰 출시가 변화를 맞이할 수 있는데**, 이는 오랜 출시일 전통을 고려할 때 급진적으로 보이는 개념입니다.
* 📰 블룸버그의 마크 거먼이 최근 발표한 인사이트에 따르면 **Apple은 일반적으로 6월 소프트웨어 발표 후 9월에 새로운 하드웨어**를 선보이는 예측 가능한 업그레이드 주기에서 벗어나고 있다고 합니다.
* 🤖 아이폰 경험을 향상시킬 것으로 기대되는 애플 인텔리전스의 도입으로 인해 **아이폰 16을 조기에 출시**한 것이 현명한 선택이었는지에 대한 의문이 제기되고 있으며, 특히 사용자들은 **큰 업그레이드가 없는 것**에 대해 실망감을 표명하고 있습니다.
* 🌍 또한 Apple은 **더 많은 재활용 소재**를 사용하고 잠재적으로 새 기기 생산량을 줄임으로써 탄소 발자국을 줄이고 **소프트웨어 업데이트를 통해 기기 수명 연장**하는 등 지속 가능성에 초점을 맞추고 있습니다.
* 🎮 최근 예상치 못한 제품 출시 중단으로 소비자를 놀라게 한 닌텐도와 비교하면서, **애플도 경직된 출시 일정을 고수하는 대신 자발성을 수용하는 유사한 접근 방식**을 채택하면 이점을 얻을 수 있다는 주장이 제기되었습니다.
* 🔄 하드웨어 교체가 아닌 대대적인 소프트웨어 업데이트를 받은 **AirPods Pro 2와 같은 제품의 성공**은 Apple이 매년 출시하지 않고도 어떻게 혁신할 수 있는지를 보여줍니다.
* 💬 궁극적으로 이 토론에서는 **Apple이 월스트리트의 기대치라는 제약에서 벗어나 보다 유연하고 고객 중심적인 전략**을 제품 출시에 도입해야 하는지에 대한 의견을 수렴합니다.

Apple은 놀라움과 즐거움을 선사하는 순간을 포용하기 위해 매년 아이폰 출시 전략을 재고해야 할 수도 있습니다.

the yearly spectacle that is the iPhone launch could be a thing of the past, and I know that sounds wild because I've been covering annual iPhone launch day lines since it all began. But reports are now questioning if Apple is rethinking the strategy of pushing out a new iPhone every year based on this late-in-the-year arrival of Apple intelligence. Frankly, I think Apple needs to change the upgrade cycle when it comes to the iPhone. You could say Apple is stuck in a loop, and I think the company can take a few lessons from another globally influential tech company that was big in the '80s, Nintendo. On the day I was going to film this week's Apple video, I stopped everything for a bigger story, a Nintendo story. The video game company surprised the world this week by suddenly dropping new hardware. It was this emotion-sensing, sleep-tracking, interactive sound alarm clock. It's called Alarmo. Now, the internet went wild over the unexpected gadget news, something so quirky, so strange, and yet it's tied to health by tracking sleep. It puts a new twist on

alarm clocks is high-tech with motion sensors, and no one was expecting it on a random Wednesday in October. There was no early heads-up to the press, no teaser to the internet. It was a true surprise and delight moment, something Apple might want to tap into more. So much in consumer tech is very routine right now, and I think Apple could take a lesson here. This week, let's go over why Apple might be motivated to change the approach to its yearly iPhone updates and start thinking differently. I'm Brid Carey, and this is One More Thing. At the start of the week, Bloomberg's Apple reporter Mark Gurman got everyone buzzing when he put out a piece about how he sees Apple inching away from the annual product upgrade cycle. The pattern we've been used to for a while is that for WWDC in June, Apple shows off new software, and then the hardware comes—the iPhones, the Macs—they all arrive in September and October, with the software updates landing at roughly the same time. Everyone's on the same page on what to

expect the store employees, the press, the investors, and the analysts. It's a smooth dance, but what happens when we have a situation like this year where Apple markets the phone as being built for Apple intelligence? Apple intelligence is going to transform so much of what you do with iPhone, and of course, AI is part of the big launch Day Celebrations and media push. I say A, you say [Applause]. I and well out of the box, there's no apple intelligence. It brought about reviews that said maybe people should wait to buy it. I saw folks jumping on social media saying they felt disappointed about how it all feels the same as their last phone, so why bother upgrading? Apple intelligence will be a slow roll-out. October gives a few features, November or December may give a little bit more. We saw the broad potential in June with the big sales pitch at WWDC, and customers are now left in the dark wondering when or how it all comes together. Would it have made more sense to wait on the release of the

iPhone 16 until Apple intelligence was ready. Wall Street certainly would have flipped out, but I think true fans are fine waiting to spend their money until something is fully cooked. We don't get annual updates to all of Apple's other products because it's not always necessary or possible to make a leap in the experience worthy of launching a new device. There's not an iPad every year; some Macs go a few years as well. And take a look at the AirPods Pro 2. Here is a product that came out in September of 2022, and it's getting a software update soon that makes it a whole upgraded experience, to the point where it could feel like a new product, possibly be the must-have AirPods of the year, with hearing health features that turn it into FDA-authorized hearing aids. It's a perfect example of how software can make something feel new and exciting again and prevent us from just dismissing something that's outdated for being 2 years old. Of course, we can't talk about hardware updates without

Considering the environmental impact, Apple is putting a greater focus on using recycled and renewable materials, and it wants to bring the company's carbon footprint down to zero. Now, the best way to do that is to just make fewer products. Let's see Apple embrace the idea that we keep our devices around longer with software updates, since these processors can handle so much load now with AI. Apple's business is no longer just a hardware business; there are plenty of subscription services also taking in our money all the time, including Apple TV, which Apple's finding new ways to sell to more customers with an Amazon Prime partnership. It just makes sense that a new iPhone isn't needed every September. Now, I know comparing Apple to Nintendo is comparing apples to mushrooms, but Nintendo is an example of how there are no set rules you have to follow to be a juggernaut technology company. We can just have a sudden drop of a bedside sleep gadget, and fans are going to get a kick out of the surprise, making it a big buzzy moment in the news. And if we're talking

about the frequency of upgrades. Nintendo sure doesn't do that often. The Switch console came out in 2017 and still works just fine. But the iPhone that came out that year, the iPhone 10, yeah, it's not able to get this year's iOS 18 software. But the Nintendo executives are also just more straightforward with the public and customers. Out of the blue, back in May, Nintendo's president sent out a tweet saying the announcement of the successor of the Nintendo Switch will come within the fiscal year. So that means it could come in early 2025. And he was clear. The next big news event at the time was going to be focused on this year's games. See, you could just tell people what to expect. We don't have to have mysterious teasers. There's no pattern we have to follow every time for product launches. And you know what? Nintendo's customers now go into the holiday season knowing maybe something new will come soon, but they still have lots they can do with existing technology. There is a business phrase that is said to have originated with

apple. It's called surprise and delight, and the meaning is that a company should give customers unexpected rewards, access, or even unexpected events as a bit of a tactic to attract loyal customers. Maybe in an era where software is king, we could just let the hardware drops be a delightful surprise to Apple fans when they are ready to be launched and not be on a hard date on a calendar. What are your feelings on the matter? Jump into the comments and let me know if I'm just dreaming and Apple will never leave this cycle because of Wall Street expectations and the fear of seeing its stock drop, or if you think Apple's the one that needs to flip the script and wake up to reality. If so, maybe they should check out this alarm clock. Thanks for watching. I'll catch you next time for one more thing.

Why Apple Should Break the Annual iPhone Release Cycle

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애플의 아이폰 출시 전략 변화 가능성

애플은 애플 인텔리전스의 연말 출시에 영향을 받아 연례 아이폰 출시 전략을 재고하고 있는 것으로 보입니다.

애플의 현재 업그레이드 주기는 닌텐도의 예상치 못한 하드웨어 가격 인하와 비교되고 있으며, 이는 소비자들에게 놀라움과 기쁨을 안겨주었습니다.

블룸버그의 마크 거먼은 애플이 일상적인 제품 업그레이드 주기에서 벗어날 가능성이 있다고 보도하면서 접근 방식에 변화가 필요하다고 제안했습니다.

애플의 아이폰 출시와 AI의 역할

Apple은 새로운 iPhone에 대한 마케팅에서 'Apple 인텔리전스'를 강조하며 혁신적인 경험을 약속했지만, 실제 AI 기능의 출시는 더디게 진행되어 고객들의 실망감을 불러일으키고 있습니다.

Apple의 연간 기기 업데이트 전략은 일관성이 없으며, iPad 및 Mac과 같은 다른 제품도 동일한 일정을 따르지 않습니다.

에어팟 프로 2는 기능을 크게 향상시킬 수 있는 소프트웨어 업데이트를 받을 예정으로, 소프트웨어가 어떻게 제품에 활력을 불어넣고 새로운 느낌을 줄 수 있는지 보여줄 것입니다.

지속 가능성과 장기적인 고객 관계를 향한 Apple의 변화

Apple은 탄소 발자국을 줄이기 위해 재활용 및 재생 가능한 소재를 사용하는 데 주력하고 있으며 제품 생산량을 줄이는 방안을 고려하고 있습니다.

또한 소프트웨어 업데이트를 통해 디바이스의 수명을 연장하는 동시에 구독 서비스를 통해 수익을 창출하고 있습니다.

애플과 닌텐도를 비교해보면, 예측할 수 없는 제품 출시와 잦은 업그레이드로 충성도 높은 고객층을 형성한 닌텐도는 기술 업계에는 성공에 대한 정해진 규칙이 없다는 것을 강조합니다.

애플의 '놀라움과 즐거움' 전략

Apple의 '놀라움과 즐거움' 접근 방식에는 고객에게 예상치 못한 보상과 이벤트를 제공하여 충성도를 구축하는 것이 포함됩니다.

발표자는 애플의 하드웨어 출시가 엄격한 출시 일정을 따르지 않고 팬들에게 "즐거운 놀라움"이 될 수 있다고 제안합니다.

또한 애플이 "월스트리트의 기대에 부응하는 사이클에서 벗어날 수 있을지"에 대한 의견을 제시합니다.