Summary：Apple Cuts iPhone Prices in China, Yet Sales Still Plummet **Introduction** Apple Inc. slashed iPh

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Apple Cuts iPhone Prices in China, Yet Sales Still Plummet

**Introduction**
Apple Inc. slashed iPhone prices across its Chinese lineup in early June, hoping to revive flagging demand amid a slowing economy and fierce local competition. The move coincided with the 2026 618 shopping festival, a period traditionally marked by deep discounts and heightened consumer activity. While the price cuts helped Apple temporarily reclaim the No. 2 spot in China’s smartphone market during the festival, broader sales data reveal a continued downward trajectory for the Cupertino giant.

**Key Developments**
During the 618 event, Apple offered discounts of up to 20 % on the iPhone 15 Pro and iPhone 15 series, accompanied by trade‑in incentives and bundled accessories. According to Counterpoint Research, these promotions lifted Apple’s weekly market share to 18 %, enough to overtake Xiaomi and secure second place behind Vivo for the first time since Q4 2024. However, year‑to‑date figures tell a different story: iPhone shipments in China fell 12 % compared with the same period in 2025, marking the fifth consecutive quarter of decline. Analysts note that the festival‑driven bump was short‑lived, with sales reverting to pre‑promotion levels within two weeks of the event’s close.

**Industry Analysis**
The price reduction reflects Apple’s response to mounting pressure from domestic rivals such as Huawei, which has regained strength with its Mate 60 series, and fast‑growing brands like OPPO and realme that aggressively target mid‑tier consumers. China’s smartphone market contracted 4 % overall in the first half of 2026, driven by reduced consumer confidence and a shift toward longer device replacement cycles. Apple’s premium pricing strategy has become a liability in this environment; even steep discounts struggle to