Apple releases limited edition AirPods for the Year of the Ox!

AirPods Pro are now available.

Please don't get excited, Apple fans, this does not refer to the second generation of AirPods Pro, but the AirPods Pro Year of the Ox limited edition launched by Apple yesterday. Compared with the ordinary AirPods Pro, the special feature of the Year of the Ox limited edition is that Apple printed a special logo of the Year of the Ox on the earphone box, and the price remains 1,999 yuan.

Apple also launched an advertisement to promote this limited edition.

In Apple Music, Apple also created an exclusive playlist to commemorate the launch of this pair of headphones, and the songs are also very targeted.

Although many people think that Apple's launch of the limited edition for the Year of the Ox is unnecessary, Xiao Lei believes that the sales of this limited edition for the Year of the Ox will definitely not be bad. Looking back at history, it is hard to say that Apple did something wrong.
 

Apple’s “Limited Edition” Strategy

For fashion brands, limited-time and limited-quantity sales can be said to be a traditional art. The pleasure of getting the physical product and sharing it with the community as soon as possible is something that no mass-market product can achieve. Supreme is the best at this. Every Thursday, Supreme's global stores will release the day's drop list to attract impulsive fans to place orders.

Image via: HYPEBEAST

As a consumer digital company that is well aware of consumer psychology, Apple is naturally unwilling to lag behind. Since Cook took over Apple, the company has been consciously moving closer to fashion and trends. In addition to the traditional anniversary editions, Apple has launched special edition products that are sold in limited time and quantity many times.

Apple's product with the most limited editions is the Apple Watch. As Apple's stepping stone in the fashion field, Apple Watch has been actively cooperating with major brands. Take Nike and Hermès, which are already familiar to everyone, for example. In addition to the brand co-branded models that are launched with the new Apple Watch every time, these two companies have also launched special editions of Apple Watch that are "sold for a limited time and in limited quantities."

Apple Watch Nike+ x NikeLab

Apple and Hermès jointly launched the Equateur Tatoutage style strap

In addition to collaborating with brands, Apple also launches new watch strap designs on important holidays. For example, during the 2016 Spring Festival, Apple launched a limited edition Apple Watch for Chinese markets such as China and Malaysia; during the "Pride Month" related to the LGBT community, Apple also launched a limited edition rainbow watch strap.

The limited edition marketing of Apple Watch has also been used on Beats on a large scale. Before being acquired, Beats had set off a global fashion storm with its outstanding limited edition marketing. After being acquired by Apple, Beats did not change its marketing style. Unlike Apple, which tends to be high-end and restrained, Beats' co-branded designs are more ostentatious. Apple has opened up a channel to street fashion with the help of Beats.

In fact, in a broad sense, Apple's self-selected watch straps and laser engraving services also use the same consumer psychology. Consumers can get a unique product experience without spending a penny, which is undoubtedly very tempting. From iPad to AirPods, to Apple Pencil, Apple has launched engraving services. Even in the Apple Card business, Apple has launched a titanium alloy physical card with the consumer's name printed on it. The beautiful design has attracted many people to open the Card business.

Apple has made a lot of money by relying on limited editions, which is enough to show its insight into consumers. However, Xiao Lei wrote this article not to boast about Apple's marketing, but to get a glimpse of the change in Apple's attitude towards consumers from the changes in Apple's New Year activities in recent years.

Passed New Year Offers

New Apple fans may not know that the usually aloof Apple also actively reduces prices and promotes products on its official website. These are the "Red Friday" New Year discounts that only happen twice.

In 2014 and 2017, Apple China held two "Red Friday" events. In 2014, Apple adopted a price reduction strategy. The latest flagship iPhone 5s series was reduced by 350 yuan, and the entire MacBook line was reduced by 700 yuan. Older products were also reduced in price on this day.

Image source: Tianji.com

In 2017, although Apple did not directly reduce prices, it brought back the summer education discounts that were previously exclusive to students: as long as you buy a MacBook or iPhone 7/6s, you can immediately receive a limited edition red Beats Wireless headphones worth 2,288 yuan, which is a great value.

But since 2017, Apple China has become obviously "stingy". Apart from the education discount and the free earphone service (Beats earphones have also become cheaper AirPods), the general public has basically no chance to get Apple's wool. In 2019, Apple's New Year event was a limited-time 50% discount on popular apps, which was much smaller than before.

But in other countries, Apple still maintains its tradition of official discounts. During the Black Friday shopping season in the United States, Apple will offer discounts to customers through price cuts/gift cards/sales tax refunds and other consumption plans. In Japan, Apple's New Year discounts are so great that many Apple fans even line up in the snow.

In Japan before 2016, Apple would sell limited quantities through "lucky bags". Although lucky bags are often used as a means of clearing product inventory in the Japanese business environment, Apple's lucky bags are crazy.

Taking 2015 as an example, the price of Apple's lucky bag was 36,000 yen (about 2,000 yuan), and the lottery results were generally divided into three categories: iPod Touch, iPad and Mac. Even the most civilian small lucky bag had a market price of more than 70,000 yen for the free items, and the total value of the grand prize including Mac was 140,000 yen, which was a business that was sure to make money.

Image source: MacRumors

However, since 2016, Apple Japan has also put away its generous appearance. The New Year's lucky bags have become traditional discount cards, with the highest discount not exceeding 24,000 yen. The unique discount for Japanese Apple fans has disappeared.

New Year Features

It can be seen that compared with other regions, Apple China's New Year gifts are obviously less sincere, which is also Apple's operating characteristics in recent years. Under the Cook era, Apple has talked less and less about "giving up profits" and has put all its energy into marketing. Apple's commercials are becoming more and more gorgeous, and limited editions are also overwhelming, but these promotions are not aimed at ordinary consumers.

For Apple today, its products are no longer "troublesome to sell", so the launch of special editions for the Year of the Ox is not surprising. However, Xiao Lei believes that compared with the current Apple, which is good at marketing, the "unconventional" Apple is more in line with the image of an innovator in everyone's mind.