Before the 618 shopping festival, Apple took the lead among mainstream smartphone manufacturers in announcing price cuts on its products, with the highest reduction reaching 2300 yuan.
In this price reduction campaign, the iPhone series became the focus, especially the iPhone 15 and iPhone 15 Plus, which saw their starting prices reduced by 1400 yuan. The high-end iPhone 15 Pro series saw even larger price cuts, ranging from 1900 yuan to 2300 yuan.
In addition, products such as the Apple Watch Series 9, iPad series, MacBook Air, and AirPods also saw significant price reductions.
Some analysts pointed out that this price reduction marks an important milestone because Apple has never before implemented such a significant official price cut in the Chinese market.
Behind the price cuts is the sales pressure that Apple faces in the Chinese market. According to IDC data, iPhone shipments in the Chinese market fell by nearly 7% year-on-year in the first quarter of this year, dropping from first place in the previous quarter to fourth place.
Meanwhile, shipments of domestic brands such as Huawei and Honor have seen significant growth. Apple’s price reduction this time is partly aimed at clearing out old inventory and partly aimed at boosting sales through price advantages.
However, price reductions are not a long-term solution. Some American media outlets have pointed out that Apple appears to be caught off guard in the race for generative AI and needs to change its strategy to catch up.
IDC also emphasizes that Apple needs to innovate and upgrade in both software and hardware to attract consumers. If Apple continues to rely on price promotions, it may face even greater market challenges.