The annual "Double 11" shopping carnival has already begun. For major brands, the annual "Double 11" is undoubtedly a fierce battle among the strong players, and mobile phone manufacturers are no exception as important participants.
In addition to Android manufacturers, Apple's flagship iPhone 15 series models, which have just been released for over a month, have also experienced significant price fluctuations.
On October 30th, the reporter noticed that Apple JD's self operated flagship store offered a coupon discount of up to 801 yuan for iPhone 15 series phones; Starting from 8pm on October 31st, the official flagship store of Apple Tmall offers a 700 yuan discount coupon for iPhone 15/Plus; The iPhone 15 Pro/Pro Max offers a 500 yuan coupon. In addition, some channels such as authorized Apple stores have also conducted price reductions and promotions. Among them, iPhone 15/Plus offers a discount of 800 yuan; IPhone 15 Pro Max offers a discount of 500 yuan.
Compared to last year, Apple has increased its discounts this year. On October 31st last year, Apple announced a price reduction on its official WeChat account: the iPhone 14/Plus coupon was reduced by 550 yuan, and the iPhone 14 Pro/Pro Max coupon was reduced by 350 yuan, both of which support 12 interest free periods.
Currently, the market's response to Apple's newly released iPhone 15 series products is lackluster. Research firm Counterpoint Research stated in a report this week that the sales of the iPhone 15 series in the first 17 days after its launch in China decreased by 4.5% compared to the iPhone 14 series. Recently, the topic of price drops across the entire iPhone 15 series has even reached the top of social media platform searches.
Previously, the iPhone was considered the smartphone with the highest value retention rate, but now in order to increase market share and product sales, Apple has also adopted discount promotions such as trade in, installment interest free payments, and direct price reductions.
On October 27th, IDC, an international data company, released a sales report on the Chinese mobile phone market for the third quarter of 2023, showing that Honor ranked first with a market share of 19.3%; OPPO (including OnePlus) ranks second with a market share of 16.2%; The market response of the iPhone 15 series was lower than expected, with more consumer demand leaning towards the iPhone 15 Pro& Max, but due to supply issues that cannot be fully met, ranks third with a market share of 16.0%; Vivo ranks fourth with a market share of 15.7%; Xiaomi maintains fifth place.
Regarding the reason for the decline in iPhone sales, Ivan Lam, a senior analyst at Counterpoint, believes: "The main reason is that the channel lowered prices early, and the official subsequent price adjustments failed to save sales in a timely manner due to missing the time window. In addition, the iPhone 15 series did not perform as well as the iPhone 14 series due to supply constraints during the initial release period
It is worth noting that on the morning of October 31st at 8am Beijing time, Apple held another product launch event. At the press conference, Apple released a new M3 series processor, a new 14-inch MacBook Pro equipped with standard M3 chips, and a MacBook Pro equipped with M3 PRO and M3 MAX chips. The new MacBook Pro starts at $1599. Meanwhile, Apple has launched a new 24 inch iMac with an M3 chip, starting at $1299.
This Apple press conference is only 30 minutes long, creating a history of "Apple's shortest press conference" and echoing the theme of the conference "Scary Fast".
Reporter | Wang Jing