iPhone8 price "broken": online shop prices lower than the official 510
On September 24, Apple launched the new iPhone 8, which had been on the market for three days. However, this year’s consumer enthusiasm seemed to have cooled down. Unlike previous years, there were no long queues or overwhelming demand. Both physical stores and e-commerce platforms saw a more relaxed atmosphere. Some customers reported receiving their orders within just three hours after placing them online, while others found discounts of up to several hundred yuan on certain platforms.
Industry insiders noted that the iPhone 8 didn’t bring significant innovation compared to its predecessor. With major domestic and international competitors launching strong alternatives, Apple faced increasing challenges in the Chinese market. Analysts predict that Apple may continue to see a decline in market share in the coming years.
E-commerce platforms showed signs of weak demand. On Taobao and JD.com, some sellers offered prices lower than Apple’s official pricing, a stark contrast to the previous years when the iPhone was in high demand and often sold out quickly. A shop named Jianye Digital Communication priced the 64GB iPhone 8 at 5,378 yuan—510 yuan less than the official price. Many sellers reduced prices to attract buyers, indicating a shift in consumer behavior.
The resale market also showed signs of cooling. Instead of rushing to buy and resell, many people opted to wait for better deals. Some even said they were more interested in the upcoming iPhone X rather than the current model. In Apple stores, the usual buzz was missing. Customers were seen browsing but not purchasing, and many were more interested in older models like the iPhone 7 or even the iPhone 6s.
In-store observations confirmed the trend. At the Apple Store in Chaoyang Joy City, few customers were actually buying the new models. Most were just testing them. Staff members noted that sales were significantly lower than the previous year. One store manager mentioned that sales were about 60% to 70% lower than those of the iPhone 7 and 7 Plus.
Internationally, the iPhone 8 also failed to generate the same excitement. In Sydney, Australia, only around 30 customers lined up at an Apple store, far fewer than in previous years. Analysts from Rosenblatt Securities pointed out that the booking volume for the iPhone 8 was weak, especially in China.
Experts believe that Apple's declining appeal in China is due to several factors. Domestic brands like Huawei, Xiaomi, and vivo have improved significantly in quality and design, making them more competitive. Additionally, Apple has become more expensive, with higher prices and less subsidy from carriers. As a result, price-sensitive consumers are turning to local brands.
Apple’s performance in China has been declining for six consecutive quarters. The latest financial report shows that revenue in Greater China dropped by 10% year-on-year, marking the only region with negative growth. While Apple remains a major player, it faces growing competition and must adapt to stay relevant in the fast-evolving smartphone market.
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