iPhone 15 price record low: down to the 4000 price segment

Zhongguancun Online

2024-06-04 11:32Posted on Beijing Zhongguancun Online Official Account

Following the recent big discounts, Apple has once again stepped up its promotional efforts, and the official price of its iPhone 15 series mobile phones has been reduced to the lowest level in history. Recently, the limited-time bonus promotion activity is in full swing, iPhone 15 starts at as low as 4553 yuan, iPhone 15 Pro can start at as low as 5896 yuan, and there are 6 interest-free discounts for a limited time, which has attracted the attention of many consumers.

Taking Apple's self-operated flagship store of Jingdong as an example, the original price of the iPhone 15 128GB version is 5999 yuan, and now the lowest price for Plus members is only 4553 yuan, which is a significant discount. The original price is as high as 11999 yuan, and the iPhone 15 Pro Max 512GB version, the highest discount has reached 2422 yuan, and the price is only 9577 yuan, which is cost-effective.

Behind Apple's exchange of price for volume, it reflects the fierce competition in China's mobile phone market. According to IDC data, in the first quarter of 2024, China's smartphone market shipped about 69.26 million units, a year-on-year increase of 6.5%. Among them, Honor and Huawei tied for the first place in China's smartphone market with a market share of 17%, followed by OPPO with a market share of 15.7%, and Apple ranked fourth with a share of 15.6%, down 6.6% year-on-year. Vivo ranked fifth, with a market share of 14.6%.

With a very close market share, Apple is facing challenges and pressures from competing products such as Huawei, Honor, and OPPO. Due to the lack of innovation in software and hardware, Apple has had to use a price reduction strategy to attract consumers. However, this strategy of exchanging price for growth has also buried uncertainty in Apple's subsequent development.

IDC analyst Will Wong pointed out that the increase in iPhone shipments reflects both Apple's preparation for the upcoming 618 shopping festival and the fact that high-end smartphone users are more inclined to buy devices with better performance and longer lifespans, thus extending the replacement cycle of mobile phones.

Now, the iPhone 15 series after the price reduction has penetrated into the price hinterland of domestic flagship mobile phones. In the same price range, consumers will face a difficult choice: should they buy the iPhone 15 with brand appeal and ecosystem advantages, or choose a domestic flagship phone with the same excellent price/performance ratio? The answer to this question may determine the competitive landscape of the smartphone market in the future.

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