网传苹果严禁线下经销商线上售产品：防止扰乱价格体系

Core Insights - Apple has reiterated its policy prohibiting authorized dealers in China from collaborating with any e-commerce platforms, including restrictions on product display, promotion, and sales activities on social media and live streaming platforms [1][4] - This policy aims to address the pricing chaos caused by some authorized dealers using third-party platforms for low-price promotions, which undermines Apple's pricing authority and brand image [4][7] - The move is intended to reshape the channel profit structure and reinforce price uniformity, crucial for maintaining brand premium and stability in the offline experience amid increasing market competition and extended consumer upgrade cycles [7] Summary by Sections - Policy Enforcement - Apple has issued a notification to authorized dealers, emphasizing that all online sales channels, including instant retail services, are strictly prohibited [1] - Violation of this policy will result in the cancellation of the dealer's authorization [1] - Market Context - The enforcement of this policy reflects Apple's tightening control over channel order, which has been necessary due to intensified online price competition in recent years [4] - The pricing disorder has weakened the pricing power of Apple's official and authorized retail stores [4] - Strategic Implications - The strict channel restrictions may temporarily affect the sales flexibility of some dealers [7] - However, in the long term, this strategy is expected to help Apple maintain brand value and user trust, laying a solid foundation for future product sales and service systems [7]