Apple iPhone 15 series prices cut to record low: market competition intensifies

Apple recently launched a new round of promotions for its iPhone 15 series, with the prices of the entire series falling to record lows.

Specifically, the starting price of the iPhone 15 has dropped to 4,553 yuan, while the starting price of the iPhone 15 Pro is 5,896 yuan, and a limited-time, limited-time interest-free discount of 6 periods is provided.

For example, in the Apple product JD.com self-operated flagship store, the lowest price for Plus members of iPhone 15 128GB is 4,553 yuan, while the highest discount for iPhone 15 Pro Max 512GB reaches 2,422 yuan, with the final price being 9,577 yuan.

Behind this price reduction strategy is the reality that Apple faces fierce competition in the Chinese market. According to IDC data, China's smartphone market shipments increased by 6.5% year-on-year in the first quarter of 2024. Honor and Huawei tied for first place with a market share of 17%, followed by OPPO, Apple and vivo, with market shares of 17% and 17%, respectively. 15.7%, 15.6% and 14.6%.

This shows that Apple’s share of the Chinese market has declined and is very close to that of its competitors, so Apple has to cut prices to attract consumers.

#However, this price-for-volume strategy may bring uncertainty to Apple’s future development. IDC analyst Will Wong pointed out that the increase in iPhone shipments may be because Apple is preparing for the upcoming June 18 Shopping Festival, and also reflects the tendency of high-end smartphone users to purchase higher-quality devices to extend their use. This will result in longer replacement cycles.

After the price reduction, the price of the iPhone 15 series is already comparable to that of domestic flagship phones. At the same price, consumers will face the decision of choosing iPhone 15 or domestic flagship phones such as Huawei and Xiaomi.

Editor’s comment:

Apple’s price reduction strategy is undoubtedly to cope with the fierce competition in the Chinese market, especially in the face of strong challenges from local brands such as Huawei, Honor, OPPO and vivo.

As consumer demand for high-end devices increases, Apple needs to continue to innovate and improve product performance to maintain its market leadership. For consumers, this is a critical moment to choose a more cost-effective domestic flagship or stick to brand loyalty.

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