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Apple has initiated a robust discounting campaign on its official Tmall site in China, offering discounts of up to 2,300 yuan ($318) on select iPhone models.
This campaign runs from May 20 to May 28 and aims to strengthen Apple's position in the high-end smartphone market, where it faces growing competition from local manufacturers like Huawei (HWT.UL).
This latest discounting effort surpasses Apple's previous campaign in February, where the highest discount was 1,150 yuan. The current campaign offers the steepest discount of 2,300 yuan on the 1TB iPhone 15 Pro Max model.
Other models also feature significant price cuts, including a 1,400 yuan discount on the 128GB version of the base iPhone 15 model, according to Reuters.
The competitive pressure on Apple has intensified following Huawei's recent launch of its new high-end smartphone series, the Pura 70, last month, and the Mate 60 in August.
Apple's discounting strategy appears to be effective in boosting sales. In February, a similar discount campaign helped mitigate a sales slowdown in China.
According to data from the China Academy of Information and Communications Technology (CAICT), Apple's shipments in China increased by 12% in March. This marked a significant recovery from the first two months of 2024, when Apple experienced a 37% slump in sales.
As Apple continues to navigate the competitive landscape in China, the current discount campaign is a strategic move to maintain its market share against formidable local competitors.
