Apple is rolling out rare discounts on its iPhones in China, slashing retail prices by up to 500 yuan ($70) as it grapples with intensified competition in the world’s largest smartphone market.
The US tech giant has implemented a 5% price reduction on select iPhones, according to its Chinese website, marking a time-limited Lunar New Year promotion from Jan. 18 to Jan. 21, leading up to the holiday in mid-February.
The move comes as sales of Apple’s latest iPhone 15 series have faced significant challenges in China, with homegrown rivals like Huawei Technologies and Xiaomi offering compelling alternatives. Concerns have also been raised over some companies and government entities restricting the use of Apple devices, mirroring U.S. government measures against Chinese apps for security reasons.
Jefferies analysts noted a 30% drop in Chinese iPhone sales in the first week of 2024 compared to the same period in the previous year, following a 3% decline throughout 2023. Analysts anticipate a more challenging competitive landscape for Apple in China this year.
This pricing adjustment is a departure from Apple’s longstanding strategy, as the company has refrained from cutting prices for its latest iPhones for years. The decision comes on the heels of Apple’s surprising move to maintain prices for the iPhone 15 series during its September launch.
Online shopping platforms, including Pinduoduo, have been independently reducing iPhone 15 and iPhone 15 Pro prices by up to 16% since the beginning of the year, reflecting the broader trend in the market.
Nicole Peng, Senior Vice President of market research firm Canalys, commented that these discounts are not unexpected, considering Apple’s global sales pressure and the evolving consumer sentiment in China. The resurgence of Huawei, driven by patriotism, poses a challenge for Apple, and Canalys predicts flat global sales for Apple this year with a slight decline in China.
