Summary:
- Apple announces a significant discount of 2,000 yuan on iPhone Air products, effective January 25.
- The price drop responds to disappointing sales figures, with less than 200,000 activations reported.
- Analysts attribute the low sales to awkward pricing relative to other iPhone models, limiting consumer interest.
On January 24, Apple’s official flagship store on Tmall revealed a significant price reduction of 2,000 yuan on all iPhone Air products. This includes a drop in the price of the 256GB standard version from 7,999 yuan to 5,999 yuan, effectively making the iPhone Air more accessible to consumers. The promotion begins at 20:00 on January 25, and when combined with national subsidies, the final price could decrease to just 5,499 yuan. Currently, the prices listed on Apple’s main website remain unchanged.
This price cut marks Apple’s largest reduction since launching the iPhone 17 series, primarily driven by disappointing sales figures for the iPhone Air. Recent reports indicate that the cumulative activations for the iPhone Air stand at fewer than 200,000 units, while the iPhone 17 series has amassed nearly 5 million activations within the same timeframe. Notably, the iPhone 17 Pro Max has exceeded 8 million activations, highlighting a stark contrast in performance between Apple’s new lightweight model and its flagship counterparts.
The iPhone Air debuted in September of the previous year, showcasing a focus on ultra-lightweight and slim design characteristics. At just 5.6 mm in thickness and weighing approximately 165 grams, it is marketed as Apple’s thinnest iPhone to date. To facilitate this sleek design, the device incorporates an eSIM configuration, features a 48-megapixel camera, a single speaker, and is powered by the A19 Pro chip. It also includes 12GB of RAM and a modest battery capacity of 3149 mAh.
Industry analysts have described the pricing strategy for the iPhone Air as “awkward.” The pricing is situated closely to the higher-end models of the iPhone 17 series, while simultaneously being significantly removed from the lower-end models. This positioning creates a dilemma for potential buyers, as it diminishes consumer interest in the iPhone Air.
The gap in activations compared to its more premium siblings raises questions about consumer preferences and the competitive landscape within Apple’s product offerings. As the market evolves, it remains to be seen how this discount and subsequent marketing strategies will impact sales performance in the upcoming months.
In conclusion, Apple’s decision to reduce prices significantly reflects a responsive approach to market demand and a strategy to invigorate interest in the iPhone Air. As consumers weigh their options among the iPhone lineup, this move may bolster the appeal of the iPhone Air and capture a greater share of the market.
