Before opening the door, the Tokyo Maru business districtAppleThere are 130 people waiting in line outside the store.11 starts at 74800 yen (4932 yuan), but observers are concerned about the performance of higher-priced models on the market. The iPhone 11 Pro starts at 106800 yen (7041 yuan).
It is important to note that the above price is a tax-free iPhone 11 seriesMobile phoneSelling price. Japanese consumers really need to add an 8% consumption tax to their hands. As Abe's tax reform falls to the ground, a 10% consumption tax will be added in October. This means that in October, consumers started selling the iPhone 11 at 82,280 yen (about 5,425 yuan), while the start price of the iPhone 11 Pro was 11,780 yen (about 7,746 yuan).
A 30-year-old office worker bought the iPhone 11 Pro Max,. He said it was the upgraded camera that persuaded him to buy a new phone.
Despite the high price of iPhone, Japanese support for iPhone remains strong, analysts said. "the Apple brand is still very popular among Japanese consumers," said Kawasaki (Tomoaki Kawasaki), a senior analyst at Iwai Nissan Securities. Japanese consumers are always in demand for functional advanced devices such as the iPhone 11 Pro Max, he said.
Unlike Apple's competitors, the new iPhone does not support 5G. But Mr. Kawasaki said consumers still lacked confidence in certain brands, which would help sell the iPhone in Japan.
Japan's three major mobile operators also began selling new iPhones on Friday. Softbank offers up to 50% discount for installments and discounts on new mobile phones. Jun Shinba, vice president of Softbank, said the campaign aims to make it easier for users to buy a new model in two to three years.
Usually, the sales of the iPhone in Japan have benefited from the operators'generous discounts. If users bind to carrier packages, they can buy the iPhone at a higher discount. But starting in October, local laws will prohibit package bundling, and users will not have to pay huge liquidated damages to replace operators.
But that also means the end of the big discounts on mobile phones, and Japanese consumers will soon begin to feel the actual price of mobile phones.
The 39-year-old office worker is traveling to Yata (Masayuki Yarita) to buy a iPhone 11 Pro Max. in a store run by KDDI, the mobile phone operator He plans to buy the phone for 48 months in installments and then sell it when the two-year carrier package contract expires.
"the full purchase is a little too expensive," Zhengxing Yatta said.