Apple lowers its prices. That’s a phrase you don’t hear often. The Cupertino company is better known for raising its prices than for giving discounts to customers… especially directly.
Well, this is exactly what is going to happen in China. Apple has announced that it will lower the prices of some of its products, including the iPhone 13 Pro and iPhone 13 Pro Max, as well as related accessories such as the AirPods Pro and some Apple Watch models.
This information is published for the first time in a notification on Apple’s official website in China and has been covered ever since in an article by Bloomberg. The decision marks an unexpected turn in Apple’s pricing policy.
Apple is known for keeping the prices of its iPhones stable between generations and rarely changes them midway through the release cycle. This move comes less than 2 months before the launch of the successor to the aforementioned smartphones – the iPhone 14 lineup.
Notably, because the iPhone 13 Pro series has the same processor as the one that will reportedly power the iPhone 14 non-Pro models, consumers will now have an extra incentive to buy the former.
To take advantage of the exclusive offer, customers must use one of the eligible payment platforms. For the iPhone 13 Pro series, users can get up to 600 yuan off the usual price (equivalent to about $90). The discount is only available between July 29 and August 1.
This is the second time this year that Apple has changed the prices of its latest iPhones abroad. A few weeks ago, the American tech giant decided to raise the price of some iPhone and iPad models in Japan.
The Chinese price cut, albeit unexpected, could be a strategic decision by Apple. With the next quarterly report fast approaching, most investors expect a slowdown in Apple’s sales growth in China. This discount is too little, too late, but it can still be a form of late response.