Apple has lowered prices of the iPhone 14 Pro and iPhone 14 Pro Max in China as part of a rare attempt to boost declining sales in the country, as reported by Bloomberg on Monday.
Chinese stores, including JD.com – the second-largest online retailer – have taken 800 yuan ($118) off iPhone 14 Pro and Pro Max models in the last few days.
Retailers in Shenzhen have also begun cutting prices for the same devices by 700 yuan, although Apple’s own local website continues to offer devices at regular prices, the report notes.
The price cuts suggest Apple is seeing weakened demand for the high-end iPhone 14 series in China, following after the company reported lacklustre financial results for its fiscal 2023 first quarter, posting quarterly revenue of $117.2 billion, down 5 percent year over year, marking Apple’s first year-over-year sales decline since 2019.
It is yet to be seen whether Apple will expand the new, lower pricing for the iPhone 14 Pro series to its own stores in China or if the discounts will remain exclusive to third-party retailers in the country.
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