Apple has raised trade-in values for Apple iPhones in China, aiming to stimulate sales in the world’s second-largest economy. The move follows continued pressure from strong local rivals like Xiaomi and Huawei, as well as a decline in Apple’s smartphone market share in China. Though the value increases are modest, the timing and consistency of such adjustments indicate Apple’s growing urgency in the region.
Trade-in values slightly increase
The trade-in value for an Apple iPhone 15 Pro Max now reaches up to € 726, compared to € 716 previously. The Apple iPhone 15 Pro can now be traded in for up to € 605, up slightly from € 602. Other iPhone models also saw small increases in their respective trade-in values. While not dramatic, these boosts align with Apple’s broader pricing strategy in China, where it often offers discounts during holidays and promotional windows.
Apple’s market share continues to shrink
In Q1 2025, Apple’s China shipments fell 8% year-on-year, with its smartphone market share dropping from 15% to 13%, according to Canalys. Revenue from the Greater China region — including Hong Kong and Taiwan — also declined slightly compared to the previous year, underlining the ongoing challenges Apple faces in the region.
Local rivals push innovation hard
Apple’s strategy shift comes as local competitors ramp up their innovation efforts. Xiaomi, now the top smartphone brand by market share in China, recently launched a flagship device powered by a self-developed chip. Huawei has also made significant strides in chip development, fuelling a revival in its domestic sales.
Supply chain adds to Apple’s troubles
Beyond sales, Apple is facing geopolitical pressures tied to its manufacturing footprint. Roughly 90% of Apple iPhones are assembled in China by Foxconn, but Apple has been diversifying its production to India. However, political signals from the U.S. may complicate that shift, as Washington pressures companies to prioritize domestic manufacturing.
Competitive landscape forces Apple’s hand
Xiaomi’s €6.4 billion investment in chip development over the next decade reinforces the competitive intensity Apple faces. Combined with Huawei’s resurgence, these developments may push Apple to adopt more aggressive pricing, marketing, and production strategies in the Chinese market to maintain relevance.
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