On July 25, Apple’s official website in China showed that it had launched a limited-time offer from July 29 to August 1, covering a range of its available products, including the iPhone 13 line up of smartphones.
Apple’s official website shows that from July 29 to August 1, some products in its lineup are available for discounts ranging from 150 yuan to 600 yuan ($22.2 – $88.9). Products in this category include iPhone 13 Pro Max, iPhone 13 Pro, iPhone 12, Apple Watch SE, and others. All iPhone 13 products will be discounted by 600 yuan for the duration of the offer but the offer cannot be shared with other types of offers and is limited to two items per customer per product category.
Some consumers complained that Apple’s offer was “insincere”. In this promotion, Apple has changed its original 24 interest-free installments to a maximum of 12 interest-free installments. While the overall price is favorable, it does not significantly reduce the size of monthly payments.
The preferential price of each product is limited, with 22,000 iPhones, 1,700 Apple Watches and 3,000 AirPods on offer, while supplies last.
Others commented that Apple’s discount on the iPhone 13 was less than that during the “6.18” shopping festival. During the “6.18” period, the 128GB version of the iPhone 13 on Tmall, Pinduoduo and JD.com topped 4,799 yuan, 4,609 yuan, and 4,798 yuan respectively. And with consumer coupons, the price could be lowered further to as low as 4,399 yuan.
There are less than two months to go before the release of the new iPhone 14 series, as many industry-watchers believe that the iPhone 14 will be released on September 13.
It is worth noting that as iPhone 14 is not yet on the market, the iPhone 13 with the current preferential price is the latest Apple product lineup on the market. This is rare for Apple, because it usually reduces the price of existing models after putting new ones on sale.
As for Apple’s rare price reduction, the industry thinks it’s due to the sluggish performance of the smartphone market. According to a recent report by Canalys, global smartphone shipments decreased by 9% year-on-year in the second quarter of 2022. Chinese smartphone brands such as Xiaomi, OPPO, and vivo generally experienced a decline in sales and shipments. But Apple gained 17% market share, achieving a year-on-year increase of 3%.