iPhone，大降价→

Core Viewpoint - Apple has announced significant price reductions for the iPhone 16 series, indicating a response to lower-than-expected sales in the Chinese market [1][11][12]. Pricing Strategy - The iPhone 16 Pro Max has seen a price drop of $160, while the iPhone 16 Pro 128GB version is reduced by $176, with other versions also seeing a $160 decrease [1]. - On e-commerce platforms, the iPhone 16 Pro 128GB is listed at a new price of 5999 RMB, down from 7999 RMB, with additional government subsidies available [1][4]. - Apple's official website still lists the iPhone 16 Pro starting at 7999 RMB, indicating a discrepancy between retail and official pricing [8]. Sales Performance - Apple's sales in China have not met expectations, with a reported 9% year-on-year decline in shipments, placing it fifth in the market [11]. - The company's revenue in the Greater China region fell by over 2% year-on-year, from $16.372 billion to $16.002 billion [11]. - In 2024, Apple's shipment volume in China is projected to decline by 17%, with Huawei surpassing Apple in annual sales [11][12]. Market Competition - The decline in Apple's market share in the high-end smartphone segment is attributed to conservative innovation and aggressive competition from local brands like Huawei and Xiaomi [12]. - Apple's market share in China's high-end smartphone market has decreased from 75% in 2022 to a projected 54% in 2024 [12]. Financial Performance - Despite the challenges in the smartphone market, Apple reported a 5% increase in total net revenue for the second fiscal quarter, reaching $95.359 billion [12]. - The net profit for the same period also grew by 5%, amounting to $24.780 billion [12]. - Apple has approved a stock buyback plan worth up to $100 billion, reflecting confidence in its financial health [13].