On May 20th, ahead of the 618 shopping festival, Apple took the lead among mainstream phone manufacturers in announcing price cuts on its products, with the highest reduction reaching up to 2300 yuan.
In this price reduction campaign, the iPhone series took the spotlight, especially with the iPhone 15 and iPhone 15 Plus starting prices reduced by 1400 yuan, while the high-end iPhone 15 Pro series saw price cuts ranging from 1900 to 2300 yuan.
Additionally, products such as the Apple Watch Series 9, iPad series, MacBook Air, and AirPods also saw significant price reductions.
Analysis indicates that this price reduction marks a significant milestone, as Apple has never before implemented such a substantial official price cut in the Chinese market.
Behind this price drop lies the sales pressure Apple is facing in the Chinese market. According to IDC data, in the first quarter of this year, iPhone shipments in China dropped by nearly 7% year-on-year, causing Apple's ranking to fall from first place in the previous quarter to fourth.
Meanwhile, domestic brands like Huawei and Honor have seen significant growth in shipments. Apple's price reduction this time is aimed at clearing out old inventory on one hand, and on the other hand, it hopes to boost sales through competitive pricing.
However, price reduction is not a long-term solution. Some American media outlets point out that Apple appears unprepared in the field of generative artificial intelligence competition and needs to change its strategy to catch up.
IDC also emphasizes that Apple needs to innovate and upgrade comprehensively in both software and hardware to attract consumers. If Apple continues to rely on price reductions for promotions, it may face even greater market challenges.
