Recently, Apple's iPhone 15 series price reduction has attracted attention.
On the evening of May 31, Apple's self-operated flagship store of Jingdong iPhone15 Pro Max was discounted by up to 2350 yuan. At present, the price reduction of JD's self-operated store is slightly greater than that of Tmall's Apple store flagship store.
According to agency analysis, in the first quarter, the volume and price of iPhone fell together, and the sales performance was poor. Apple is facing increasing challenges and pressure from competing products, and urgently needs to upgrade and innovate from software and hardware to attract consumers.
iPhone15系列大降价
On the evening of May 31, Jingdong announced that 618 increased Apple's price reduction, and Apple's products Jingdong's self-operated flagship store iPhone15 Pro Max was discounted by up to 2350 yuan, and iPhone15 Pro dropped by 2000 yuan. The flagship store is an authorized Apple reseller.
Source: Screenshot of JD.com's official Weibo
According to the self-operated flagship store of Apple products Jingdong, from June 1st to 3rd, after the price reduction, the price of iPhone 15 Pro is 5949 yuan; The iPhone 15 Pro Max is priced from 7749 yuan. According to the official flagship store of Tmall Apple Store, the price of iPhone 15 Pro starts at 6099 yuan; The iPhone 15 Pro Max is priced from 7949 yuan. Compared with the launch price, the price reduction has exceeded 25%. The official price of the iPhone 15 has dropped to the lowest price in history.
On the evening of May 20th, the Tmall 618 promotion was launched, and the official flagship store of Tmall Apple Store launched a big price reduction. From May 20th to 28th, the iPhone 15 series mobile phones will be heavily promoted, with an immediate discount of 300 yuan from the official flagship store of the Apple store and a subsidy of 300 yuan on Tmall, with a maximum drop of 2,300 yuan.
Tmall data shows that in the first hour of Tmall 618's sale, Apple's transaction exceeded 1.5 billion yuan.
A reporter from the China Securities Journal noticed that the official flagship store of Tmall Apple Store shows that the iPhone 15 series is still on sale. For example, the iPhone 15 Pro Max high-configuration 1TB version is reduced by 2250 yuan after the official discount and Tmall discount are superimposed; The price of the iPhone 15 Pro high-end version is reduced by up to 2300 yuan; The 128GB version of the iPhone 15 starts at 4599 yuan, and the price is reduced by 1400 yuan.
According to the official flagship store of Tmall Apple Store, from 20 o'clock on May 31 to June 20, you can save up to 2,300 yuan on designated products. The products participating in the promotion during the above period include about 203,200 units of the iPhone 15 series, including about 137211 units of iPhone 15 Pro and iPhone 15 Pro Max, and 66,037 units of iPhone 15 and iPhone 15 Plus.
Source: Tmall App
Some netizens said that why did Apple's iPhone drop so hard this year? Some netizens said, "Why did I drop the price again after I bought it?" ”
Industry insiders said that Apple's products are heavily promoted, showing that the company's products are selling sluggishly in the Chinese market, and they hope to boost sales through promotions.
IDC data shows that in the first quarter of 2024, Apple's market share was 15.6%, ranking fourth in the domestic market, and shipments fell by 6.6% year-on-year. Despite the continuous price adjustment and promotion, and the iPhone 15 Pro Max being the best-selling model during the Chinese New Year, Apple is facing increasing challenges and pressure from its competitors, and urgently needs to upgrade and innovate from all aspects of software and hardware to attract consumers.
The overall competition in the mobile phone market has intensified
First Shanghai Securities believes that in the first quarter, the volume and price of iPhone fell together, and the sales performance was poor. On the one hand, it is due to the impact of last year's base effect, and on the other hand, the overall competition in the mobile phone market has intensified, which has had an impact on the demand for iPhone.
Zhang Mengmeng, a senior analyst at Counterpoint Research, believes that Apple faces fierce competition from Huawei in the high-end mobile phone market, and at the same time is under pressure from aggressive pricing from manufacturers such as OPPO, vivo and Xiaomi. Although the iPhone 15 is a great device, it has not been significantly upgraded compared to its predecessor, so many consumers are not willing to change it for the time being.
From the perspective of the global market, iPhone shipments performed poorly in the first quarter. IDC released a report that global smartphone shipments in the first quarter of 2024 increased by 7.8% year-on-year to 289 million units. Samsung shipped 60.1 million units in the first quarter, down 0.7% year-on-year, ranking first in the world in terms of shipments. Apple is still in second place in the world, but the company's shipments fell to 50.1 million units in the first quarter of this year from 55.4 million units in the same period last year, a year-on-year decrease of 9.6%.
iPhone sales declined, and Apple's mobile phone business revenue declined. Apple's financial report shows that the revenue of the iPhone business in the first quarter was $45.963 billion, a year-on-year decrease of 10.46%. In the first quarter, Apple's revenue in Greater China was $16.372 billion, down 8.08% from $17.812 billion in the same period last year.
Reviewer: Peng Yong
Editor: Zhang Nan, Wang Yin
Proofreading: Jiao Yuanyuan
Issued by: Sun Hong