Apple’s official Tmall site in China is offering massive discounts on select iPhone models, with discounts of up to 2,300 yuan ($318) as part of an aggressive campaign to secure its position in the high-end smartphone market. The discounting, which runs from May 20 to May 28, surpasses the discounts offered in a previous campaign in February.
This move by Apple comes in response to increasing competition from local rivals like Huawei in the Chinese market. The steepest discount of 2,300 yuan applies to the 1TB iPhone 15 Pro Max model, while other models also see significant price cuts. For example, the 128GB version of the base iPhone 15 model has a discount of 1,400 yuan.
The heightened competitive pressure on Apple follows Huawei’s recent introduction of its new high-end smartphone series, the Pura 70, after the Mate 60 launch last August. Apple’s previous discounting efforts in February helped the company to improve its sales in China, with shipments increasing by 12% in March compared to the 37% sales slump in the first two months of 2024.
This strategic move by Apple reflects its determination to maintain its foothold in the Chinese high-end smartphone market amid fierce competition from local players. With these significant discounts, Apple aims to attract more customers and boost its sales in the competitive Chinese market.
