Apple(US:AAPL) 3 6 Ke·2026-01-26 11:40Core Viewpoint - Apple is actively adjusting its pricing strategy in the Chinese market to regain market share amid increasing competition from domestic brands, marking a significant shift from its previous high-price positioning [5][9]. Group 1: Promotional Activities - Apple launched a limited-time Spring Festival promotion from January 24-27, offering discounts on various products, including the iPhone 16 series and iPad, with savings up to 1,000 yuan and interest-free installments for up to 24 months [1]. - The company has conducted multiple promotional activities since 2025, including significant price reductions for the iPhone 16 Pro and iPhone 17 Pro series, with discounts exceeding 25% and additional trade-in subsidies [1][3]. - The iPhone Air, launched only three months prior, saw a price drop of 2,000 yuan, making it the lowest-priced new iPhone model, reflecting a drastic change in Apple's pricing strategy [1][7]. Group 2: Market Competition - In 2025, Apple ranked third in China's smartphone market with an activation volume of 45.21 million units, holding a market share of 16.35%, closely trailing behind Vivo and Xiaomi [3]. - The competitive landscape is characterized by minimal differences in market share among leading brands, with Huawei, Apple, Vivo, and Xiaomi all vying for dominance [4]. - Industry experts note that Apple's sales ceiling is becoming clearer, as it struggles to compete in the mid-range market (4,000-6,000 yuan) where consumers prioritize cost-performance ratios [4][10]. Group 3: Strategic Adjustments - The recent promotional efforts are not merely seasonal sales but represent a strategic shift to increase market share in response to intensified competition from domestic brands [5][9]. - The iPhone Air's price adjustment aims to enhance its appeal and align with the target demographic, indicating a proactive approach to regain lost market segments [7]. - Analysts suggest that Apple's frequent promotions reflect a response to its slower innovation pace and the need to maintain sales volume in a rapidly evolving market [8][10].