Mei Ri Jing Ji Xin Wen·2025-06-24 05:24Core Viewpoint - Apple is actively participating in national subsidies for the first time through its direct retail stores in China, indicating a more aggressive sales strategy in the domestic market [2][4]. Group 1: Subsidy Details - The national subsidy is currently limited in scope, applicable only to specific products and regions. Online purchases are restricted to the Apple Store online shop with a Beijing delivery address, while offline purchases are limited to Shanghai [4][5]. - Supported products for the subsidy include iPhone 16/16e, iPhone 15/15 Plus, iPad Air, iPad mini, and Apple Watch, with a subsidy of 15% on products priced under 6000 yuan, capped at 500 yuan per item. For MacBook Air/Pro and Mac mini, the subsidy is 20%, capped at 2000 yuan [5]. Group 2: Market Challenges - Apple faces significant pressure in the Chinese market, being the only brand among the top five in domestic shipments to experience a year-on-year decline in the first quarter [5]. - The delay in launching the "Apple Intelligence" feature in China has weakened Apple's competitive edge, as local consumers prioritize AI functionality in their purchasing decisions [6]. Group 3: Strategic Risks - The absence of new features for Siri during the WWDC 2025 and the lack of a clear timeline for the release of "Siri + Apple Intelligence" may negatively impact user experience [6][7]. - Apple's decision to open access to its device-side foundational models for developers indicates a shift towards a platform empowerment strategy rather than a direct feature competition, which carries execution risks related to quality control [7].