Apple has launched an aggressive discounting campaign on its official Tmall site in China, slashing prices by up to 2,300 yuan ($360) on select iPhone models to fend off competition from local rivals like Huawei, according to Reuters.

The discounts, running from May 20 to May 28, are higher than previous offers. The steepest discount applies to the 1TB iPhone 15 Pro Max model. 

This move follows Huawei's introduction of its new series of high-end smartphones, the Pura 70, adding pressure on Apple in the Chinese market. 

Despite a sales slowdown earlier in the year, VCPost reported that Apple's shipments in China increased by 12% in March, thanks to the 10% discount offered earlier this year.

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Apple's iPhone Discount in China

Apple's offering discounts, Chinese technology, and more on its iPhone models in China is seen as a strategic response to fierce competition from local rivals like Huawei, Xiaomi, and others. Similar to the fate of Western EV brands, Chinese companies are making theirs more suitable for Chinese citizens.

By reducing prices, Apple aims to attract more customers and maintain its market share in the high-end smartphone segment. 

This aggressive discounting campaign, the highest recorded yet, raises huge expectations from the tech giant. Analysts hypothesize that this strategy will defend Apple's position in one of the world's largest smartphone markets. 

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