Apple joined the "618 price war", and the transaction exceeded 1.5 billion within 1 hour of the sale! The highest discount for the iPhone 15 series is more than 2,000 yuan, which is the largest price reduction in history

National Business Daily

2024-05-21 00:32Published on the official account of Sichuan Daily Economic News

Editor: Zhang Jinhe

According to Jiemian News, at 8 p.m. on May 20, Tmall 618, the first to cancel the pre-sale, went on sale. In the first hour of sales, the transaction volume of 28 brands has exceeded 100 million yuan, and there are 216 single products with a turnover of more than 10 million.

Within an hour of the launch of Tmall 618, Apple's turnover exceeded 1.5 billion yuan, and the transactions of Huawei, Xiaomi, vivo and other brands also quickly exceeded 100 million. In the first hour of beauty sales, the turnover of 6 brands exceeded 100 million yuan, and within 47 minutes of sales, Fumei collagen stick became the first beauty product to exceed 100 million yuan.

According to the Tmall Apple flagship store, from 8 p.m. on May 20 to May 28, the iPhone 15 series will be on sale, superimposed with Apple's surprise shopping coupons and official discounts, and the price reduction will be larger. After the iPhone 15 discount, the price is 4599 yuan; iPhone 15 Pro Max is 2050 yuan off.

Specifically, the price of iPhone 15 after the coupon starts at 4599 yuan, with a discount of 1400 yuan; The price of iPhone 15 Plus after the coupon starts at 5599 yuan, with a discount of 1400 yuan; iPhone 15 Pro coupon price starts at 6099 yuan, discount 1900 yuan; The iPhone 15 ProMax has the most discounts, reaching 2050 yuan, and the price starts at 7949 yuan.

In addition to the latest iPhone 15 series, in the Tmall Apple flagship store, including iPhone 14 series, iPhone 13 series, laptops, tablets, smart watches, headphones and other products have different degrees of discounts.

In addition to Apple's Tmall flagship store, Apple's JD.com self-operated flagship store has also taken similar preferential actions. According to the official announcement, since 8 p.m. on May 20, the store's iPhone 15 is limited to 4599 yuan, and the starting price of the rest of the models is basically the same as that of the Tmall platform. In addition, price reductions for the rest of the hardware products such as the Apple Watch are also being made at the same time. 

This is an important milestone, and Apple has never made such a large official price cut in the Chinese market. In January this year, Apple's official website launched a price reduction, and consumers can purchase designated products with eligible payment methods, with a price reduction of up to 800 yuan, which covers almost all products. However, in this offer, the iPhone 15 series is only 500 yuan cheaper.

On May 2, local time, Apple released its latest quarterly financial report, showing that in the first three months of this year, it achieved revenue of $90.753 billion, a year-on-year decrease of 4%; Greater China, its third largest market, had revenue of US$16.372 billion, down 8% year-on-year.

According to Counterpoint's weekly report on mobile phone sales released on April 23, China's smartphone sales increased by 1.5% year-on-year in the first quarter of 2024, achieving positive year-on-year growth for the second consecutive quarter.

Huawei stood out among all mobile phone brands in the first quarter, with a year-on-year increase of 69.7%. Much of Huawei's growth is due to strong sales of its 5G-enabled Mate 60 series, as well as its own household recognition, which has seen a significant increase in its market share in the $600-plus premium segment. Despite Huawei's strong comeback that hit the rest of the market, Honor still achieved an 11.5% year-on-year growth in the first quarter, thanks to several popular models and the expansion of offline channels.

In addition, it is worth noting that Apple's sales in the first quarter fell by 19.1% year-on-year due to Huawei's comeback changing the landscape of the high-end market. It is the worst performance of the device in China since 2020.

Image source: Counterpoint official account

As of press time, Apple's stock price rose 0.72% to $191.24, giving it a market capitalization of $2.9 trillion.

The daily economic news integrates self-interface news, Apple Tmall flagship store, and public information

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