Apple Slashes iPhone Price by 20% for 618 Festival

Apple Slashes iPhone Price by 20% for 618 Festival

Key Points:

  • Apple introduced a 20% discount on the iPhone 15 Pro Max 256GB for the 618 shopping festival to boost sales in China.
  • Apple’s Q1 2024 iPhone sales in China fell 25%, with market share dropping from 20% to 15%.

In a bold move to invigorate sales in the competitive Chinese market, Apple has introduced significant discounts on its iPhones. This strategy aims to counter the stiff competition from local brands, particularly Huawei. Apple offers substantial price reductions on several iPhone models as part of the 618 shopping festival, which runs from May 20 to May 28 and resumes from May 31 to June 20. This year’s festival promises attractive deals on popular platforms like and Alibaba’s Tmall, encouraging consumer interest.

iPhone 15 Pro Max 256GB Now 7949 Yuan (20% Off)

Apple’s pricing strategy includes a 20% discount on the iPhone 15 Pro Max 256GB, slashing its price from 9999 yuan (US$1,410) to 7949 yuan (US$1,120). Trade-in offers provide up to 6100 yuan in savings for customers exchanging iPhone 11 or later models for the iPhone 15. These adjustments are part of Apple’s broader strategy to maintain its market position amidst growing competitor pressure.

Apple’s Market Share in China Drops to 15% in Q1 2024

Le Xuan Cheiw, an analyst at Canalys, stated that Apple’s second price cut in 2024, following the first in February, is intended to boost sales and counteract Huawei’s resurgence. This comment underscores the necessity of such aggressive pricing strategies. Data from Q1 2024 revealed a 25% year-over-year decline in Apple’s iPhone sales in China, with its market share dropping from 20% to 15%. These figures highlight the pressing need for Apple to adapt its sales tactics.

Huawei’s April 2024 Launches Intensify Competition

Huawei’s recent product launches, including advanced smartphones in late 2023 and the high-end Pura 70 series in April 2024, have intensified the competitive landscape. These new offerings, equipped with cutting-edge technology, have captured significant consumer interest, posing a considerable challenge to Apple’s market share. Therefore, the resurgence of Huawei has prompted Apple to re-evaluate and reinforce its market strategies.

Apple Reports 46.6% Gross Profit Margin in Q1 2024

Despite the challenges, Apple’s financial performance in Q1 2024 surpassed expectations. The company reported robust earnings, a massive stock buyback programme, and an expanded gross profit margin of 46.6%. Notably, Apple’s services business continues to be a significant revenue driver, helping to buffer the impact of declining hardware sales.

Apple’s 618 Festival Strategy Aims to Retain Market Share

Apple’s strategic discounts and promotions are crucial in strengthening its presence during the 618 shopping festival in China. With competition rising, Apple’s aggressive pricing and enhanced trade-in offers are crucial for retaining and attracting customers. The outcome of these strategies will be closely watched as Apple navigates the complex dynamics of the Chinese smartphone market.