Apple’s relationship with discounts in the West is different from that of most of its rivals, an almost philosophical issue. The PVP of its products remains practically unchanged throughout the life cycle. There are no more headphones iPhone offers, discount checks or promotional launch offers. There is a product with a Price, and point. This strategy, key to preserving its margins, is flying through the air in Asia. Apple has had to surrender again to China to stop its vacuum drop.
What happened. For the first time, Apple has begun to apply subsidies policy to electronic products within its primary distribution channel. In other words, Apple’s own website and their own stores have begun to show that they have selected products for a discount of up to 2,000 yuan (250 euros).
iPhone, iPad, Apple Watch and Mac. Apple has not left a single product outside of Chinese subsidies, a movement that meets a very specific need of the company in China: stop collapsed in sales.
Why it is important. Until now, Apple had only applied subsidies policy through third parties, in distributors such as JD.com and Tmall. A strategy to boost key products such as the iPhone keeping PVP intact in its primary sales channels.
That Apple begins to apply offers in its most visible and direct portals attend to a crisis situation in China, with national rivals about to expel it from the Top 5.
Why is it not surprising. Apple broke its golden rule in early 2025, lowering the price of the iPhone in 500 yuan less than half a year of its launch. An unusual movement as a symptom of the battle to maintain its market share in a key country for the company. Although his brand philosophy is strong, Apple is willing to go through certain tolls to maintain its competitiveness in China. Their shipments fell 9% year -on -year and is the only top 5 that goes back in quota.
Between 2023 and 2025, Apple’s sales have fallen in China, going from being the first manufacturer in the country to survive for staying in the top 5. companies such as Huawei and Xiaomi struggle for number one, and rivals such as honor, oppa and living touch 15% who threatens to take Apple from top tier.
What’s happening. McGee points out in his book “Apple in China” how the iPhone ended up becoming a status symbol in China. Apple did everything possible to adapt to the local ecosystem, and managed know-how (Engineers, own equipment in foreign factories, titanic investment).
At the same time, China is a country that has been fighting for its technological independence decades. A struggle that has become even more fierce with the recent tariff tensions imposed by the United States. Huawei has, since its launch, being a pillar for the Chinese technology industry, and in these last two years the country has turned to it. Its sales figures are triggered, and its upward trend for the coming months in mobile phones seems unstoppable.
It does not seem enough. The subsidy policy in China allows to apply discounts of up to 15% for products of less than 6,000 yuan (about 720 euros to change) and up to 20% for products of less than 10,000 yuan (1,200 euros to change), something that will allow Apple to boost sales in key products such as iPhone 15 and 16.
Despite this, the growth of rivals like Huawei does not seem to have limits, at a time when geopolitical tensions are redoubled national support for the Chinese manufacturer.
Image | Glaber 7
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