During the 618 period in previous years, Apple seemed to disdain promotional activities such as price reductions. While it may not be entirely accurate to call it false haughtiness, Apple did believe that it did not lack users and was unwilling to lower prices. Even if it participated under pressure, it was only a symbolic price cut of a few hundred yuan. However, this year's situation is completely different. Not only are all platforms' iPhone prices dropping significantly, but even Apple itself has entered the fray, launching unprecedented promotional activities in its TM flagship stores. It is evident that for the sake of sales, Apple cannot afford to be too picky. Although many people purchase from JD's self-operated stores or TM flagship stores, PDD still offers the most significant price reductions.

In fact, this morning, for a while, the iPhone 15 series suddenly disappeared from PDD's subsidy program worth billions. Initially, it was thought that the prices were too low and could not be sustained, but in reality, it was because they sold out too quickly and were restocked. After being relisted, everyone found that PDD did not disappoint in terms of price reductions. After TM reached a certain level of reduction and temporarily remained unchanged, PDD decided to compete head-on and initiated even more significant price reductions for the iPhone 15 series.

As can be seen, the iPhone 15 has dropped to a price point of 4,300 yuan, with a price reduction that has exceeded the average level of phone price reductions during this 618 period. The most exaggerated example is the iPhone 15 Pro Max, which has experienced a sharp drop of over 2,600 yuan compared to its original price. Even without coupon grabbing, it is still cheaper than JD's self-operated stores and TM flagship stores. Some people may raise concerns about after-sales service levels, but PDD's subsidy program worth billions has existed until now and has gained increasing popularity and recognition from users. There is a reason for this. As long as you inquire about everything you want to know before purchasing, saving a few hundred yuan is naturally an advantage. Moreover, with its well-known subsidy program, PDD is unlikely to engage in short-sighted behavior.

Of course, other iPhone models are also experiencing price reductions, but not as drastic as the iPhone 15. The reason is not difficult to guess. Apple aims to boost sales during special promotional events to clear inventory, paving the way for the sales of the iPhone 16, which is scheduled for release in September. If the iPhone 16 does not differ significantly from the 15 in a few months, the appeal of the 15 will increase even further. After the iPhone 16's initial release period passes and the Double 11 shopping festival arrives, the iPhone 15 will resume its 618 price, and sales will surge again. Therefore, Apple will not lose regardless of its actions.

As Apple users, we should be pleased to see domestic phone manufacturers "encircling and suppressing" Apple. Only in this way will Apple feel the pressure and realize that the days of earning huge sales with minimal innovation are over. Without more innovation, the result can only be a further decline in market share and sales. When more and more people believe that the iPhone is not worth its price, that will be the beginning of Apple's crisis.

Of course, although domestic phone manufacturers have benefited from the lack of innovation in the iPhone 15 and seen an increase in sales, they cannot afford to be complacent. When the price reduction of the iPhone reaches a certain level, its power will truly manifest. This year's 618 is the best proof. After the traditional off-season in the first quarter, once the 618 price reductions began, iPhone sales dominated multiple platforms and have continued for several days. However, it is also important to understand that after 618, prices will continue to drop normally.

I wonder if any of you will seize the opportunity to purchase an iPhone during the 618 period, when prices are plummeting?