Apple has announced price cuts for its iPhones in the Mainland in preparation for the upcoming "618 sale" (shopping festival on June 18), with the iPhone 16 Pro Max and iPhone 16 Pro seeing price cuts of more than RMB 1,000.
This is the first time that Apple has announced price cuts on a Saturday (May 10), catching many wholesalers by surprise.
According to the price adjustment notice, Apple has reduced the price of iPhone 16 Pro Max by US$160 (about RMB 1,313.06) for all capacity versions, while the price of the 128GB version of iPhone 16 Pro has been reduced by US$176 (about RMB 1,445.27), and the price of the other versions has been reduced by US$160 as well.
The three versions of the iPhone 16Pro Max are currently sold at JD for RMB 9,299, RMB 11,299, and RMB 13,299 respectively, and it is expected that the entry-level 256GB version will cost less than RMB 7,400 during the "618" period with the addition of the "national subsidy", while the 128GB iPhone 16 Pro is expected to reach RMB 5,600 or less.
According to Apple's latest financial report, in the second quarter of fiscal year 2025, the company reported revenue of US$95.4 billion, an annual increase of 5.1%, and net income of US$24.78 billion, an annual increase of 4.8%. However, revenue in Chinese mainland declined for the seventh consecutive quarter.
Apple's revenue in the Americas and Europe grew to varying degrees, while Chinese mainland revenue declined 2.3 percent from the same period last year. In the first quarter of 2025, China's smartphone shipments grew 9 percent year-over-year to 68.7 million units, but Apple's shipments declined 9 percent, making it the only one of the top five smartphone brands to experience negative growth, according to market research firm TechInsights.
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