Apple is likely facing problems meeting its sales targets with iPhone 14, which has prompted it to apply exceptional promotions on certain models to stimulate sales.
According to a new report from Bloomberg, Apple has reduced the prices of the iPhone 14 Pro in China as part of a special promotion in partnership with local telephone operators. This is a rather exceptional measure, sinceApple is not used to selling off its latest high-end smartphones so quickly after their launch.
According to Bloomberg, these ” unusually strong price declines “suggest a” decrease in demand, even for its most high-end devices “. In total, Chinese operators offer up to 800 yuan (110 euros) discount to those who buy iPhone 14 Pro models, good news for those who have not yet fallen for the new models. Meanwhile, retailers in Shenzhen, the electronics hub in the south of the country, have also started slashing prices of the same devices by 700 yuan, the official China Securities Journal reported.
Apple is struggling to sell its iPhones
While Apple had so far made a habit of breaking new sales records every year, the American giant saw its sales drop by 5% in the last quarter of 2022, which had not happened since 2016. We In particular, we learned that Apple had a lot of trouble convincing its customers to buy an iPhone 14 Plus, fans turning to the Pro models instead.
Since the end of last year, Apple has also faced major production problems, which obviously did not help it meet its sales targets. Jefferies analysts estimated that sales of iPhone 14 models in their first 38 days in the Chinese market were down 28% from the iPhone 13 series.
In an attempt to stimulate sales, Apple therefore seems to be betting on price reductions, after having increased the prices of all models. It remains to be seen whether or not these exceptional measures will allow Apple to make its iPhone 14 more attractive.