Apple(US:AAPL) Sou Hu Cai Jing·2025-05-14 13:02Group 1: Apple iPhone Pricing Strategy - Apple has issued a rare price adjustment notice to channel partners, with the iPhone 16 Pro Max series seeing a price drop of $160, approximately 1313 RMB, and the iPhone 16 Pro 128GB version dropping by $176, around 1445 RMB [3] - The price cuts have led to a surge in consumer interest, with social media filled with strategies on how to take advantage of the discounts during the upcoming 618 shopping festival [3][4] Group 2: Luxury Goods Discount Trends - Major luxury brands like Chanel and Burberry are offering significant discounts during the 618 shopping festival, with reductions typically around 50%, and some items discounted as low as 20% [4] - The report from Bain indicates a shift in global luxury consumption towards value for money, with sales through discount channels showing noticeable growth [4] Group 3: E-commerce Promotions - Vipshop is launching multiple promotional activities from May 12 to June 21, with key promotional dates on May 16, May 31, and June 15, offering additional discounts on top of brand discounts [4][5] - During a limited-time event on May 14, brands like Coach and Kate Spade offered unprecedented low prices, with Coach items going as low as 1.6 times the original price and Kate Spade at 1.2 times [5] Group 4: Market Transformation Insights - The current consumer market is undergoing a transformation, with a shift from high-priced mobile phones to a focus on price as a key factor due to slower technological innovation [5] - Luxury consumption is evolving from "conspicuous consumption" to "practical consumption," particularly among younger consumers who prioritize value and experience [5] - The events of the 2025 618 shopping festival signal a broader market transformation, indicating that brands and platforms need to rethink their strategies to focus on value and consumer experience [5]