Apple's New Year Sale: An "Last-Ditch Effort" or Strategic Adjustment?

Apple's New Year Sale: An "Last-Ditch Effort" or Strategic Adjustment?Apple kicked off 2025 with a significant New Year's sale, offering attractive discounts to consumers. The promotion encompasses a wide range of products including iPhones, Macs, iPads, and Apple Watches, with iPhones receiving the most significant price cuts up to RMB 800 (approximately USD 110)

Apple's New Year Sale: An "Last-Ditch Effort" or Strategic Adjustment?

Apple kicked off 2025 with a significant New Year's sale, offering attractive discounts to consumers. The promotion encompasses a wide range of products including iPhones, Macs, iPads, and Apple Watches, with iPhones receiving the most significant price cuts up to RMB 800 (approximately USD 110). Some models also benefit from additional trade-in discounts. The move sparked considerable online discussion, with the hashtag Apples sudden price drop trending on Weibo.

The discounts vary by iPhone model: iPhone 16 Pro and iPhone 16 Pro Max receive RMB 500 off; iPhone 16 and iPhone 16 Plus get RMB 400 off; iPhone 15 and iPhone 15 Plus get RMB 300 off; and iPhone 14 and iPhone 14 Plus receive RMB 200 off. Macs, iPads, and Apple Watches also feature various discounts, details of which are available on Apple's official website.

Apple's large-scale price cuts have sent ripples through the industry and consumer circles. Social media discussions surrounding the sale have been particularly lively. While many express surprise and welcome the discounts, others question Apple's strategy.

Former Meizu executive Li Nan shared his perspective on social media, characterizing the sale as Apple's "last-ditch effort." He points to the rising popularity of foldable phones in the high-end smartphone market, particularly among first-class airline passengers where adoption reportedly exceeds 50%. Apple's delay in releasing a foldable phone contrasts sharply with this trend.

Li Nan further analyzes that inventory turnover time for iPhone 16 models on various platforms has far exceeded warning levels, suggesting potential sales pressure. He believes that if Apple doesn't launch a foldable phone in 2025 and fails to significantly lower sales expectations, the situation will worsen. He draws a parallel between this sale and the introduction of the iPhone Max series, arguing that the success of Samsung's Galaxy Note series compelled Apple to adopt larger screen sizes. Similarly, the rise of foldable phones could push Apple to accelerate its foldable phone R&D and launch.

Li Nan's perspective isn't entirely unfounded. Reports suggest Apple is indeed planning two foldable products: a foldable phone and a foldable iPad. Analyst Ross Young indicates Apple's foldable iPhone will utilize a large-fold design similar to the Samsung Galaxy Z Fold 6. However, analyst Jeff Pu notes that current foldable phones fall short of Apple's high standards in terms of thickness, weight, and energy efficiency, explaining Apple's cautious approach.

Apple's high standards are understandable. The company has long been recognized for its high-quality products and craftsmanship, giving it a strong competitive edge. However, this also necessitates stricter quality and performance controls for new products.

The foldable phone market is rapidly expanding. Apple's hesitation has undoubtedly cost it an opportunity to seize market share. These significant price cuts may be a strategic response to market pressure.

The varied discounts across product lines reflect the challenges Apple faces. It must contend with competition from other phone manufacturers, especially the foldable phone sector, while simultaneously maintaining its premium brand image and profit margins.

This sale might be both a reaction to market pressure and a pivotal stage in adjusting product strategy and market positioning. Whether this promotion will turn the tide and lead to success in the foldable phone market remains to be seen. The event underscores that even tech giants like Apple must adapt to market changes and proactively adjust their strategies.

Apple's New Year sale has undoubtedly attracted significant attention, reflecting the challenges and opportunities Apple faces in navigating market competition and technological shifts. While Li Nan's view is subjective, it reflects market concerns and expectations regarding Apple's future direction. Apple's next moves will directly impact its position and competitiveness in the high-end smartphone market. Only time will tell if this prompts accelerated development and launch of its foldable phone.