The "Implementation Plan for New Subsidies for Mobile Phones, Tablets, and Smart Watches (Brackets) Purchase" recently released by the Ministry of Commerce of China triggered a market reaction. The subsidy standard clearly stipulates that the sales price of a single unit must be less than RMB 6,000 in order to enjoy a 15% subsidy, with a maximum subsidy of 500 yuan per piece.In order to seize the subsidy dividends, Apple and other brands quickly adjusted prices, and some products lowered prices significantly to attract consumers 'attention.

Apple price cuts

1. Large-scale price adjustment products

• iPhone 16 Plus 128G: From 6,999 yuan to 5,999 yuan, just in line with the subsidy standard.
• iPhone 16 128G: Jingdong sells for 4,999 yuan, but the actual price after enjoying a 15% subsidy is only 4,499 yuan; Tmall price has dropped from 5,199 yuan to 4,699 yuan.

2. other preferential

• In promotional activities such as the New Year's Festival, iPhone 14, iPhone 15 and other models have also joined the ranks of price cuts, combined with subsidies to further lower the purchase threshold.

Policy impact and market response

1. Core points of national subsidy policy

• Subsidies apply to digital products such as mobile phones, tablets, and smart watches (bracelets), and can enjoy subsidies without replacing old phones.
• Subsidy limit: Each person can subsidize 1 piece for each type of product, the subsidy for a single piece does not exceed 500 yuan, and the applicable product price does not exceed 6,000 yuan.
• Implementation time: Starting from January 20, local governments will implement it one after another, and details will be subject to local notices.

2. Price cuts trigger a consumption boom

• The prices of many popular products have been lowered to below 6,000 yuan, becoming a hot topic for consumer discussions.
• Consumers generally believe that this move will not only enjoy the dividend of product price reduction, but also obtain additional state subsidies, which will greatly improve the cost performance.

Apple's strategic considerations

1. Actively cater to policies: Adjusting product prices to meet subsidy conditions can not only stabilize existing market share, but also attract price-sensitive consumers.

2. Responding to competitive pressure: Other brands (such as Huawei, Xiaomi, etc.) have also adjusted prices, and Apple's price reduction strategy will help maintain its competitive advantage.