The recent launch of the Apple iPhone 16 featuring artificial intelligence capabilities, along with a strengthened baht, is set to revitalize the upgrade cycle for iPhone users, according to industry analysts and retailers.
In Thailand, pre-orders for the iPhone 16 will commence on September 13, with devices available for purchase starting September 20. Notably, most models are priced between 2,000 and 3,000 baht lower than corresponding iPhone 15 models, thanks to the dollar’s decline against the Thai currency.
The base model, the iPhone 16 with a 6.1-inch display, is priced at 29,900 baht. The iPhone 16 Plus, featuring a 6.7-inch display, is available for 34,900 baht, while the iPhone 16 Pro with a 6.3-inch display retails for 39,900 baht. The iPhone 16 Pro Max, which has a 6.9-inch display, is priced at 48,900 baht.
While specific information regarding the Thai language support for the much-anticipated Apple Intelligence tools is not yet available, analysts affirm that Thailand is regarded as a priority market.
The tools were launched initially in US English, with localized English set for release in December, followed by Chinese, French, Japanese, and Spanish in the coming year.
The favorable exchange rate of the baht, currently at approximately 33 to the US dollar—down from 36 baht last year—has made the new device more attractively priced, which could bolster growth in the premium smartphone sector in the last quarter of this year, analysts predict.
The upcoming launch of the Samsung S25 in January is also anticipated to boost smartphone demand in early 2024, as noted by a leading mobile phone distributor.
The iPhone 16’s price is approximately 3,000 baht less than last year’s model, and the iPhone Pro Max with 512 gigabytes will be offered at 1,000 baht lower than its predecessor.
This strategic pricing adjustment is likely to drive higher replacement rates among consumers, with around 30-35% of iPhone users opting for upgrades with each new model launch. Additionally, the Apple Intelligence tools are expected to attract early adopters, with Thai language support anticipated next year.
Market analysts believe that the reduction in prices should elevate demand for the standard iPhones in Thailand, increasing their share among total iPhone shipments in relation to the flagship Pro Max models.
The new camera control button serves as a key example of Apple’s effective integration of hardware and software, enhancing its competitive market position.
Furthermore, Apple Intelligence emphasizes privacy and security through its Private Cloud Compute system, ensuring user data protection.
Many users view the iPhone 16 as a future-proof investment, with interests in its innovative camera features and other enhancements.
Global forecasts predict a 4% year-on-year growth for iOS operating systems by 2025.
To boost sales of the iPhone 16 in Southeast Asia, maintaining launch pricing and offering trade-in programs and financing options will be critical.
Partnering with carriers for device bundling is also vital for making Apple products more accessible to consumers.
The latest hardware upgrades in the iPhone 16 aim to meet rising consumer demands driven by Apple Intelligence, particularly for AI functions requiring significant processing capacity.
However, delays in deploying Apple Intelligence could impact iPhone sales in the latter half of 2024, highlighting the challenges associated with the global rollout of these features.
Analysts stress that the localization efforts for the Thai market are likely to commence soon, given Thailand’s significance as a major regional market.
While the addition of a camera capture button may appear trivial, it could prove impactful over time as Apple continues to integrate AI into its products, particularly in enhancing photography capabilities.
The seamless integration of AirPods and Apple Watch aims to create a holistic user experience, opening avenues for personalization and advanced features enabled by Apple Intelligence.
