Apple has unveiled a four-day promotional discount on its iPhone models in China, starting from January 4 to 7, to boost sales amid stiff competition with Huawei Technologies and other domestic rivals.
The discounts cover a range of iPhone models and other Apple products, applicable when purchased through specific payment methods like WeChat Pay and Alipay. The flagship iPhone 16 Pro and iPhone 16 Pro Max, originally priced at 7,999 yuan ($1,093) and 9,999 yuan ($1,367) respectively, will be discounted by 500 yuan ($68.50).
Meanwhile, the iPhone 16 and iPhone 16 Plus will see a 400-yuan reduction. Older iPhone models, MacBooks, and iPads are also included in the promotion, with price cuts ranging from 200 to 300 yuan. While the price cuts will also be offered at the firm’s bricks-and-mortar Apple Stores, the items on promotion will be limited in quantity, with only 29,300 iPhones available at a discount.
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Apple’s discount campaign on its iPhone models comes as the tech giant faces mounting pressure in China, the world’s largest smartphone market. This is not the first time Apple has slashed the price of its smartphone. In May last year, the Cupertino giant slashed the prices of its iPhone to lure back consumers.
In the first quarter of 2024, Apple lost the top spot in the country’s smartphone market as shipments tumbled 19%, according to a report by Counterpoint Research. Apple took a hit from growing competition with local brands including Huawei, which saw sales increase nearly 70% in the same period because of the successful launch of its Mate 60 series.
Local competitors like Huawei have adopted aggressive pricing strategies, offering discounts of up to 3,000 yuan on premium devices, which have helped boost Huawei’s smartphone sales in China by 42% over the past year.
Despite these hurdles, Apple has maintained its position among China’s top five smartphone brands. The September 20, 2024, launch of the iPhone 16 recorded a 20% increase in the sale of the model, during its first three weeks compared to its predecessor. Apple secured a 15.6% market share in Q3 2024, although this represented a slight year-on-year decline of 0.5 percentage points.
Strong iPhone 16 sales in China helped Apple take the No. 2 spot in the domestic smartphone market in the third quarter after the company fell out of the top-five ranking in the previous three months.
While Apple continues to gather momentum in China, Huawei’s innovative product launches have intensified competition. Apple’s discount initiative is a calculated effort to strengthen its market share, attract cautious consumers, and reaffirm its presence in China’s highly competitive smartphone landscape.