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Shoppers in China are enjoying rare discounts on Apple's flagship iPhones, signaling the tech giant's response to growing competition and shifting consumer habits. From January 4, Apple launched a four-day promotion, offering discounts of up to 500 yuan ($68.50) on its newest models, including the iPhone 16 Pro and Pro Max.
This move comes as Chinese consumers remain cautious about spending amid economic challenges. Huawei, one of Apple's fiercest competitors, has also slashed prices of its high-end devices by up to 20% to attract value-conscious buyers.
"Apple's strategy has shifted to adapt to the value-seeking trend," said Will Wong, a senior research manager at IDC. "Discounts are now essential to retain competitiveness."
The promotion is part of a broader push by companies in China to boost sales. From online retailers to car manufacturers, businesses are offering deals to lure hesitant consumers. Even the Chinese government has stepped in, expanding trade-in programs to include smartphones and other gadgets.
Apple's market share in China has faced mounting pressure from local brands like Vivo, Xiaomi, and Huawei. In the third quarter of 2024, Vivo emerged as China's top smartphone maker, with sales surging over 20%, while Apple saw a slight dip of 0.3%.
Huawei, in particular, has made a strong comeback, with sales jumping more than 40% since its return to the premium smartphone market last year. The Shenzhen-based company's innovative devices have resonated with consumers despite ongoing US trade restrictions.
This trend highlights the competitive landscape in China, where Apple must navigate both economic headwinds and fierce local competition. With the Lunar New Year approaching, the current discounts could be a timely move to solidify its foothold in the world's largest smartphone market.
