“面子”难撑，“里子”难守：苹果手机直降2000元背后的两难困局

Core Insights - Apple is facing unprecedented challenges in the Chinese market, with its sales volume declining while competitors are gaining ground [1][5][6] - The company's revenue in Greater China has decreased for seven consecutive quarters, with a latest decline of 2.3% [1][6] - Apple's pricing strategy has created confusion, as it maintains different prices across online and offline channels, leading to consumer dissatisfaction [4][5] Pricing Strategy - Apple has implemented significant price reductions for the iPhone 16 Pro series, making it eligible for government subsidies for the first time [1][3] - Discounts for the iPhone 16 series during the "618" shopping festival include up to 2000 yuan, but the official website and physical stores still list original prices [2][3][4] - The pricing inconsistency between online and offline channels has led to self-competition and increased market confusion [4] Market Performance - In Q1 2025, Apple's market share in China dropped to 13.7%, with a 9% decline in shipment volume, while the overall smartphone market grew by 3.3% [5][6] - Despite a global increase in shipments by 10%, Apple's performance in China continues to lag behind competitors like Xiaomi and Huawei [5][6] - The decline in Apple's market position is attributed to its Pro series products not being included in the government subsidy program [5][6] Competitive Landscape - Apple's traditional advantages in design, hardware, and software are diminishing as competitors close the technological gap [7] - The rise of interconnected ecosystems from domestic brands like Huawei and Xiaomi poses a significant challenge to Apple's market competitiveness [7] - The recent cessation of the tariff war is seen as a temporary relief for Apple, but long-term strategies remain conflicted between maintaining high-end positioning and increasing market share [7]