(Original title: 3 Winners and 2 Losers from Apple's September iPhone Event)
Netease Technology News, September 14 — According to a report by Vox, Apple’s highly anticipated fall event this year brought three major winners and two notable losers. The event featured the launch of the iPhone 8, iPhone X, Apple TV 4K, and the Apple Watch with LTE support. This was one of the most exciting iPhone events in recent years, driven by Apple’s bold decision to shake up its pricing structure and redefine the premium smartphone market.
While the iPhone X is set to dominate headlines, the iPhone 8 will likely be the main driver of Apple’s short-term revenue. However, other products like the upgraded Apple TV 4K also played an important role. The new Apple TV is not just a hardware upgrade—it serves as a key entry point for Apple’s growing services ecosystem and aligns with its long-term vision of controlling the smart home through HomeKit. Meanwhile, the Apple Watch continues to show strong potential as a growth area, especially given its leading position in the wearable market, which still has significant room for expansion.
Although it’s too early to judge the true success of these products, the event already revealed clear winners and losers.
Winners: Tech Journalists and Consumer Electronics Enthusiasts
Historically, Apple’s iPhones have been well-received by consumers and profitable for the company, but they often lacked the excitement needed for media coverage. This time, however, the iPhone X stood out with its innovative design, facial recognition, and high price point—marking a bold move into the premium segment. While this could bring new revenue, it also risks confusing the brand or diluting the appeal of regular models.
Losers: Fitbit and Other Wearable Companies
The Apple Watch continues to dominate the wearables market, leaving competitors like Fitbit struggling. With each new version, Apple improves performance, adds features like LTE connectivity, and strengthens its software ecosystem. For many users, the Apple Watch is now the go-to choice for a smartwatch, making it difficult for rivals to compete. As a result, Fitbit and others are being pushed into lower-margin segments, unable to match Apple’s pace of innovation.
Winner: Wealthy Young Consumers
The iPhone X, with its eye-catching design and high price, appeals to young people who want to stand out. While more affordable options exist, some parents may still choose to buy the iPhone X for their kids, seeing it as a status symbol. Apple’s strategy of launching both a flagship model and a more mainstream upgrade ensures it can cater to different customer segments without alienating its core audience.
Losers: Tim Cook
Tim Cook once promised to “double down on secrecy,†but Apple’s leaks have been hard to control. Despite tightening supply chain security, internal leaks have exposed details about upcoming products, including the iPhone X and HomePod. These breaches undermined Apple’s efforts to maintain surprise and excitement around its launches.
Winner: iTunes Users
Apple TV had previously struggled to compete with services like Roku and Amazon Fire Stick, particularly due to its lack of 4K support. But with the new Apple TV 4K, Apple has improved its offering significantly. It not only supports 4K streaming but also integrates seamlessly with the existing iTunes library. For users invested in Apple’s ecosystem, this makes switching to another platform less appealing. Overall, the updated Apple TV shows that Apple is still committed to the streaming market—and its loyal customers can feel confident about continuing to invest in the Apple media ecosystem.
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