BEIJING, January 27, 2026, 17:34 (GMT+8)
- Apple’s ultra-svelte iPhone Air is currently available in China, boasting discounts as steep as 2,500 yuan, thus lowering the starting price to 5,499 yuan post-subsidies.
- From January 24 to January 27, Apple is providing discounts of up to 1,000 yuan on selected products in China; however, the recently launched iPhone 17 is notably excluded from these promotions.
Apple’s recently unveiled ultra-thin iPhone Air has witnessed price reductions of up to 2,500 yuan in the Chinese marketplace. Reportedly, the official Apple Store on Alibaba’s Tmall has implemented a 2,000 yuan discount, while regional subsidies further diminish the starting price from 7,999 yuan to 5,499 yuan, according to a report by 36Kr.
Launched on October 22, 2025, the device sacrifices battery capacity and adopts an eSIM-only framework, omitting the conventional plastic SIM card entirely.
Industry analyst Zhang Shule characterized this strategy as an “inventory clearance” endeavor aimed at “recovering funds,” whereas Omdia’s Zhong Xiaolei observed that “most consumers are reluctant” to pay flagship prices for a device that prioritizes a sleek design over functionality.
The abrupt price decline, soon after its debut, underscores the immediate challenges the streamlined model faces in appealing to budget-conscious consumers in China. Simultaneously, it brings to light the pressures Apple endures in trying to maintain its premium image while ensuring sustained sales volumes.
As part of its Lunar New Year promotions, Apple is conducting a sale in mainland China from January 24 to January 27, providing price cuts of up to 1,000 yuan on specific iPhone, Mac, iPad, and Apple Watch models, as detailed on its official website. Notably, the new iPhone 17 is not included in this sale, as reported by Reuters.
Moreover, separate markdowns are even more pronounced. PhoneArena revealed that certain Apple-authorized retailers have reduced the price of the iPhone Air by 2,000 to 2,500 yuan, with swift sell-outs observed on platforms like Tmall.
Alternatively, Apple’s own store has maintained its initial pricing, leading to dissatisfaction among recent buyers who expressed their frustration over the sudden price reduction and sought refunds.
These discounts bring prices closer to China’s subsidy thresholds. As reported by MacRumors, consumers purchasing electronics priced under 6,000 yuan are eligible for a 15% refund—a limit that excludes many of Apple’s Pro variants and benefits local competitors.
Additionally, Counterpoint analysts highlighted a 1.6% year-on-year contraction in China’s smartphone market during the fourth quarter of 2025.
In the fourth quarter of 2025, Apple held the leading position in China’s smartphone market with a 22% share, though local competitors such as Oppo, Huawei, and Xiaomi are in close pursuit, as noted by the South China Morning Post.
Counterpoint analyst Ivan Lam remarked that Apple relied on holiday discounts to counteract dwindling monthly sales.
Discounts are not confined to China alone. Forbes reported that Amazon UK has significantly reduced the price of an unlocked iPhone Air by £150—a notable markdown for a model that has just recently been released, lowering its price from £999 to £849.
However, this discount strategy carries potential drawbacks: persistent price reductions may lead consumers to postpone purchases and frustrate early adopters, while simultaneously eroding profit margins for both retailers and manufacturers.
In a climate of fundamentally low demand—especially for a slim device that lacks distinctive features—rapid discounting is unlikely to rectify the situation.
Investors remain vigilant for indications that these promotions could be affecting overall profitability. Apple is scheduled to disclose its holiday-quarter earnings on January 29.
Jefferies analyst Edison Lee has noted that robust iPhone sales are “largely reflected” in current stock valuations. Meanwhile, JPMorgan’s Samik Chatterjee acknowledged “strong” demand but cautioned that escalating memory costs may exert pressure on profit margins, as reported by Investors.
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