Apple has launched a limited-time promotion in China, offering discounts of up to 500 yuan ($68.50) on its latest iPhone models, in a bid to bolster its market share against intensifying competition from domestic rivals, particularly Huawei.
Discount Details
The four-day sale, running from January 4 to January 7, features price cuts on several iPhone models:
- iPhone 16 Pro: Starting at 7,999 yuan, with a 500-yuan discount.
- iPhone 16 Pro Max: Starting at 9,999 yuan, with a 500-yuan discount.
- iPhone 16 and 16 Plus: Discounts of 400 yuan each.
Additionally, older iPhone models, MacBooks, and iPads are discounted by 200 to 300 yuan. Discounts apply when purchases are made using specific payment platforms, such as WeChat Pay and Alipay.
Market Challenges
Apple’s move comes as China’s economy faces slowing growth and deflationary pressures, leading to cautious consumer spending. In November, China’s consumer inflation hit a five-month low, compounding challenges for premium smartphone brands.
Apple has struggled to maintain its foothold in the world’s largest smartphone market, briefly dropping out of the top five vendors in Q2 2024 before recovering in Q3. However, its Q3 smartphone sales in China still declined by 0.3% year-on-year, while Huawei’s surged by 42%, according to IDC.
Competition with Huawei
Huawei has reasserted itself in the premium smartphone segment, leveraging locally produced chipsets and aggressive pricing strategies. Over the past weekend, Huawei slashed prices for high-end devices by as much as 3,000 yuan on a major e-commerce platform.
Strategic Discounts
Apple’s rare discount campaign highlights its efforts to compete with Huawei’s momentum and appeal to price-sensitive Chinese consumers. The promotion also demonstrates Apple’s flexibility in adjusting its strategy to retain relevance in a rapidly evolving market.
This effort to boost sales may serve as a litmus test for Apple’s broader approach in balancing premium branding with competitive pricing in critical markets like China.
