Is There No Room for True “Mini” in This World?
Why can’t this world accommodate a “mini” phone? My family member’s iPhone 8 broke. The elderly person wants a not-too-large phone, similar to iPhone 9. Later, looking at the 13 mini in my hand, I can’t help but wonder why there is no room for mini phones.
I. Obvious Surface Marketing
1. The Effect of Clever Tricks
Teacher Luo’s story about “medium cup,” “large cup,” and “extra-large cup” at Starbucks is also common in the mobile phone circle. Regarding “standard version, enhanced version, and flagship version” of digital products, consumers see this as a marketing scam. Just like when the essence of things remains unchanged, with only limited improvements to justify themselves, yet it makes people feel much more powerful. The standard version still accounts for half of the sales volume. The Pro series has higher premiums and profit margins. Mobile phone manufacturers are all engaged in “independent research and development,” “high-end,” and “extra-large cup.”
2. The Timing of Clever Tricks
After taking over, Cook needs to hand in a satisfactory answer to delight the capital market. But the capital’s ambition expands quickly, while technological development can’t keep up. After the market becomes saturated, “incremental improvement” becomes the norm. Business companies measure the sales growth brought about by new content and follow the principle of maximizing profits. If Apple bets all new technologies on new products, it will be difficult to have highlights the following year. The “knife technique” is used in pricing and iterative update strategies. The “extra-large cup” becomes a fig leaf for incremental improvement. This also shows that the legal system’s protection of intellectual property promotes social progress.
3. The Emergence of Clever Tricks
“Medium cup,” “large cup,” and “extra-large cup” are stupid ideas born out of face-saving. Just like the toilet tools for astronauts in the space race. For the sake of face, everyone uses large ones. After NASA renamed it, the problem was solved. “Mini” sounds like the bottom of the contempt chain. Its market share is minimal and it is almost extinct. Cook may deliberately make consumers lose confidence in mini, cut off unprofitable product lines, and launch Plus.
II. Underlying Design Beneath the Screen
1. Stubborn Persistence
Around Apple’s annual autumn发布会, among the predictions for new products are keywords like “Slim” or “Air.” The new product line seems to be thinner based on Plus, and the Dynamic Island is reduced in size, but the screen size does not shrink back. Apple is not without the ability to design a good mini. Steve Jobs warned not to make phone screens too large and should stay within the realm of comfortable holding. When Steve Jobs was alive, the iPhone was small in size and convenient for one-handed operation. Although the market feedback is that large-screen products are good, product user experience should be the focus. Cook is relentless in his focus on the Pro series. Apple is moving farther and farther away from the product itself, and there is a separation between software, hardware, and users. The author once used MEIZU and liked Huang Zhang’s stubbornness. Later, MEIZU was sold, and the 18 Pro was unworthy.
2. Stubborn Abandonment
After MEIZU was sold, the author needed to find another “true love.” Although the 13 mini is praised but not popular, the author still hopes for a mini. In the end, helplessly, the author chose the 13 mini. Apple’s official explanation for not producing mini is that advanced equipment requires more components. It is difficult within a limited volume and sales are lower than expected. Cook’s business determination has overshadowed Steve Jobs’ obsession. The disappearance of mini also symbolizes the departure of star designer Jonathan Ive.
3. Stubborn Pretending
After Apple announced that it would not produce mini, there are still manufacturers naming their products “mini,” but none are truly mini or Pro. On the surface, there seems to be a hundred schools of thought contending. In reality, there are not many products to choose from. They are all not durable, laggy, and have exaggerated appearances.
III. Obvious, This World, Stubbornness
The reasons why the world can’t accommodate mini are that technological progress makes product costs rise and profit margins lower; businesses use consumer psychology to customize sales strategies; consumers choose products at the upper end of the contempt chain for the sake of face; and low-profit products become stepping stones to highlight new products. If consumers start from actual needs, there are engineers or designers who focus on product experience, and technological progress improves the precision of the manufacturing industry, mini may reappear.
