In a bold move ahead of China’s major “618” shopping festival, top Chinese e-commerce platforms are offering steep discounts on Apple’s latest iPhone 16 lineup — with price cuts reaching up to ¥2,530 ($351).
As the local economy continues to face challenges, platforms like JD.com and Alibaba’s Tmall are ramping up efforts to attract budget-conscious consumers. JD.com has listed the iPhone 16 Pro (128GB) at just ¥5,469, a significant markdown from Apple’s official price of ¥7,999. Similar offers have appeared on Tmall, where the same model is priced at ¥5,499 after applying platform-specific coupons and state-sponsored subsidies.
The price drop comes at a critical time for Apple, whose smartphone shipments in China fell by 9% during the first quarter of 2025, according to data from IDC. Meanwhile, domestic brands like Xiaomi and Huawei have seen notable growth, gaining 40% and 10% respectively during the same period.
Industry experts suggest that Apple may be strategically lowering prices—directly or indirectly—to tap into China’s government-backed digital stimulus initiatives. These subsidies, particularly aimed at smartphones under ¥6,000, are part of a broader effort to revive consumer spending.
It’s unclear whether the current discounting is being driven directly by Apple or by third-party sellers, but similar campaigns have occurred in previous years during large-scale sales events like “618.” In January, Apple itself launched a rare promotional sale through its official Chinese site, offering modest reductions on select models.
With the official kickoff of the 618 shopping season fast approaching, all eyes will be on how this pricing strategy plays out for Apple in one of its most important international markets — especially as competition from Chinese tech giants intensifies.
