Why Apple iPhones are always cutting prices: Sales volume is more important than high-end image

July 2 news, according to media reports, the official price of Apple iPhone has been hitting record lows recently. Especially during the just-concluded 618 promotion, the price difference between online and offline Apple products has been magnified to the highest level in history. Although Apple's price reduction strategy has increased sales in the short term, it may also damage its high-end image. However, under the pressure of fierce market competition and declining shipments, Cook seems to have chosen to make the sales numbers look better. Starting in 2022, Apple’s official website will also break the practice of not discounting and launch non-educational discounts. On the eve of 618 in 2023, Apple’s “Do as the Romans do when in town” launched its official flagship store premiere on Tmall. All products in the series have discounts to varying degrees. Although the discounts are mainly platform subsidies, they are still inseparable from Apple’s tacit approval. In fact, Apple has indeed tasted a lot of sweetness through price cuts. IDC data shows that although Apple has been impacted by competing products in the domestic high-end market, the iPhone still maintains its market share lead through price cuts and promotions. A report from the research organization TechInsights shows that the best-selling mobile phone during the 618 promotion was Apple. However, Apple seems to be suffering from "price reduction dependence". Once there are no major promotions, iPhone sales and market share will be affected.

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