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the battle between huawei and apple is about to begin.

according to wall street journal, the supply chain learned that the iphone 16 is scheduled to be released on september 10, and the inventory data guidance has been updated to 88 million units, which is roughly the same as the previous iphone 15 series.

huawei also announced on september 2 that it would hold the huawei extraordinary brand ceremony and hongmeng intelligent driving new product launch conference on the same day. huawei did not hold a press conference for the mate60 series but released it in advance. now hongmeng intelligent driving new products have chosen to be released on the same day as the iphone16 series. there may be marketing intentions behind this. huawei may be under greater pressure than apple.

it was previously reported that huawei nova 13 will be released in the same month as iphone 16, and mate 70 is tentatively scheduled to be released at the end of the year. therefore, for this new huawei hongmeng intelligent product, huawei’s strategy of using nova13 as a card to increase sales has become very obvious.

at present, huawei mate 70 pro has been exposed, and its design and configuration are ahead of mate 60. however, the release of mate70 series is staggered with iphone16, and huawei nova13 series is on top, which is jokingly called by netizens as huawei using a medium-sized horse to fight a superior horse. however, huawei avoided the edge of iphone16 series and delayed the release of mate70 series, which is also a helpless move, because the adaptation process with wechat is not so fast. pure hongmeng without wechat cannot make mate70 series the main phone of users.

therefore, the nova series will take the lead and take advantage of the popularity of the new iphone 16 to provide consumers with a new cost-effective option. this may put a certain amount of pressure on apple, because the iphone 16 series is apple’s trump card product in recent years and cannot be lost. huawei has not yet released the big king, only a small king. even if the sales volume does not meet expectations, there is no pressure. after all, there is still the mate 70 to come out.

if the iphone 16 series is diverted by the nova series, the pressure will be very great. therefore, we also see that apple has changed the shipment forecast of the iphone 16 series from 90 million units to 88 million units. the sales of these 200 units may be based on the possibility of diversion from huawei.

recently, the mate70 series was revealed to have major upgrades in performance and imaging, using a side fingerprint + 3d face unlocking solution, and the front camera has increased from 32 million pixels on the mate 60 pro to the current 48 million pixels.

on the back, the mate 70 pro has a 60mp main sensor, a 48mp ultra-wide-angle, and a 48mp telephoto lens. these upgrades suggest that the mate 70 pro will offer better photo and video quality.

the biggest change in the mate70 series this year is the native hongmeng system, which no longer supports android apk software installation. you can configure the software and hardware yourself, which is smoother and more convenient. mobile phone + tablet + pc + car + iot hongmeng, people and machines are better integrated, and multiple terminals are further circulated. this is the difference between hongmeng and ios, and it is also an aspect that consumers value when buying a phone.

but from huawei's perspective, the pressure from apple and its own sales expectations are also very great.

although in terms of revenue, huawei's revenue in the first half of the year is already very close to its peak that year, but in terms of mobile phone products, huawei sold more than 20 million units in the first half of the year, but at its peak in 2019, huawei sold 220 million units.

although huawei's market share is growing rapidly, the gap with its peak period is still very large.

the iphone 16 series is expected to ship 88 million units in 2024. last year, the initial stock of the iphone 15 series was around 83-85 million units, but the widely criticized iphone 15 series achieved sales of 76.98 million units (in less than 3 months). based on the product update highlights of the iphone 16 series and consumers' expectations, it is not difficult to achieve this sales volume.

market research data shows that panel shipments for the iphone 16 series have exceeded expectations, up 20% from the iphone 15 series, far exceeding market expectations.

the iphone 16 series will introduce apple intelligence from the ios 18 system. the storage space will start at 256g, with an actual price reduction of 1,000 yuan. by providing larger storage space to improve the cost-effectiveness of the iphone 16 series, it hits a pain point that has existed for consumers for a long time and is also a strategy to increase sales.

in addition, apple also released the news in advance that the chinese version of iphone 16 pro is made in china, not india, to dispel consumers' concerns about purchasing the phone.

apple's various moves put a lot of pressure on huawei.

sales expectations are difficult to achieve, and huawei has taken active measures to meet the challenge, highlighting its rare sobriety.

according to previous reports from jiemian, huawei's goal is to ship between 60 million and 70 million units in 2024, and the shipments of huawei mate60pro and mate60 pro+ should reach 20 million units. as of the end of june, the total sales of huawei mate60 series exceeded 10 million, which is far from expectations and is very difficult to achieve.

at the developer conference in june this year, huawei stated that more than 5,000 developers of commonly used applications have started developing hongmeng native applications, of which more than 1,500 applications have been launched. 5,000 applications may be able to meet users' daily communication and office needs, but in the face of some professional and vertical needs, the hongmeng ecosystem may not be able to find the apps we need.

therefore, this means that users who have higher requirements for mobile phones may switch to the apple camp. based on these problems, cnmo recently reported that when the pure-blooded hongmeng launched beta recruitment for users, a blogger broke the news again. it is said that the pure-blooded hongmeng devices will use virtual machine solutions for some applications that have not yet been launched.

in addition, huawei sold more than 20 million units in the first half of this year. if it wants to achieve its expectations, it needs to sell more than 40 million units in the second half of the year. the difficulty can be imagined with sales twice as much as in the first half of the year. in addition, the iphone 16 series has a fierce cannibalization ability on the stock market. therefore, we can see that huawei's recent price cuts and promotions are very obvious.

since the end of june, huawei mate x5 has taken the lead in price cuts. the pura 70 series, which was released only three months later, also officially announced a price cut of up to 1,000 yuan. on august 15, huawei officially announced a price cut for the mate 60 series, with a maximum price cut of 800 yuan. in addition, huawei mate x5 and other models offer discounts, with huawei mate x5 reduced by 1,500 yuan and huawei nova12 ultra offering a maximum discount of 500 yuan.

behind the comprehensive price reduction of pura, mate and nova series of mobile phones, on the one hand, the production capacity is continuously improving, and on the other hand, it is also considering that the impact of the mate70 series on the iphone is limited. this also requires huawei to mobilize resources from many aspects to increase the remaining sales potential of the inventory of models on hand to achieve this year's sales expectations.

even based on the gap between hongmeng's application ecosystem and ios, or using a virtual machine solution for transition, the uncertainty of sales can be minimized.

every time a new iphone is released, we hear a lot of self-congratulatory voices saying that apple is going to be crushed and doomed, and this year is no exception. however, subsequent sales figures often show that we have underestimated apple again.

a duck knows first when the water in the river warms in spring. huawei's entire smartphone series has been slashed in price, and it has focused on selling mid-range phones, delayed the release of mate70, and may even adopt a virtual machine solution to be compatible with non-hongmeng applications. judging from these actions, huawei is facing great pressure because it is likely that the expected sales this year will not be achieved.

therefore, from huawei's series of actions, it is clear that it is very aware of how strong apple is, and has been actively taking various strategies to compete with it. according to idc and canalys's statistical reports, in the second quarter of this year, apple's shipments in the chinese market accounted for about 21.46% and 22.32% of its global shipments; in the first quarter of this year, these figures were 19.96% and 20.72%. the data shows that apple's shipments in the chinese market rebounded in the second quarter.

the self-congratulation of outsiders has not obscured huawei's clarity. as an insider, huawei can clearly see the sales trends and changes. with consumers' high expectations for its products and future development, it is under greater pressure than apple. this may be what makes huawei so valuable.