Apple is gearing up to make a major push during China’s 618 shopping festival, and the iPhone 17 series appears to be at the center of its strategy. While many smartphone brands in China are dealing with pressure from rising component costs and the ongoing DRAM shortage, Apple is taking a more aggressive route by offering sizable discounts across its latest iPhone lineup.
The biggest price cut is reportedly being applied to the iPhone Air, which has struggled to gain the same level of attention as the rest of the iPhone 17 family. During the 618 sale, the iPhone Air is expected to receive discounts of up to 2,500 yuan, roughly $368 through direct conversion. That brings its sale price down to around 5,299 yuan, or about $810.
This steep reduction could help Apple attract buyers who may have skipped the device at launch due to pricing or lack of interest. With the added support of subsidies, the iPhone Air may become a more appealing option for shoppers looking for a premium Apple device at a lower cost.
Apple is not stopping with the iPhone Air. The standard iPhone 17 is also getting a notable price drop, with its promotional price expected to land at 5,299 yuan, or around $781. This model has already performed strongly in China, reportedly approaching 30 million activations in the market. The new discount could help extend that momentum and keep the base iPhone 17 as the most popular model in the lineup.
For buyers interested in Apple’s premium models, the iPhone 17 Pro and iPhone 17 Pro Max are also becoming more affordable during the 618 shopping event. Both Pro models are expected to receive a 1,000 yuan discount, equal to around $147.
With the promotion applied, the iPhone 17 Pro will reportedly be available for 7,999 yuan, or about $1,179. The larger iPhone 17 Pro Max is expected to be priced at 8,999 yuan, or approximately $1,326.
These discounts arrive at a crucial time for the smartphone industry in China. Local manufacturers have been trying to regain shipment momentum during the 618 sale, one of the country’s biggest annual shopping periods. However, higher memory prices and increased production costs have made it harder for brands to offer attractive pricing without hurting margins.
Apple, on the other hand, appears well-positioned to benefit from the shopping festival. By cutting prices across the iPhone 17 range, the company may strengthen its presence in China’s highly competitive smartphone market and appeal to consumers who are waiting for the right deal before upgrading.
China remains one of the most important markets for Apple due to its massive smartphone demand and premium device customer base. If these discounts drive strong sales during the 618 festival, Apple could gain an even firmer foothold against domestic rivals and keep the iPhone 17 series at the top of buyers’ wish lists.
With the iPhone Air receiving the largest price cut and the iPhone 17 Pro models becoming more accessible, Apple’s 618 sale strategy looks designed to reach multiple types of customers, from value-focused buyers to those seeking the most advanced iPhone experience.
