Apple applied discounts of up to 1,000 yuan on iPhone 17 Pro models, reducing starting prices to 6,999 yuan after trade-in and additional promotions. Base iPhone 17 units also received price cuts across major e-commerce platforms in China.

Local rivals Huawei and Xiaomi rolled out similar promotions targeting the 618 shopping festival, while China’s government trade-in subsidy program further pushes down smartphone prices. This surge of deals is aimed at capturing consumer attention ahead of the mid-year sales peak.

The aggressive pricing underscores Apple’s effort to defend market share in China as local brands gain ground, but sustained discounts could weigh on gross margins. Maintaining competitive pricing may be crucial for preserving volume in a key iPhone growth market.