File photo/Zhang Jian (NBD)

Apple has recently cut prices of its new flagship iPhone 14 Pro by over $100 in China and by 700 yuan offline.

This is a rare move for Apple during the slow sales season of the first quarter and the timing and intensity of the promotion are both unexpected.Previously, Apple would usually control the price reduction in the first six months after the launch of a new model, offering discounts only during "Double 11" or holidays.

However, since the launch of iPhone 14 last year, Apple has gradually broken the rules and cooperated with e-commerce platforms to offer discounts.

According to IDC China's senior analyst Guo Tianxiang, the most direct cause of the price reduction is the decrease in iPhone sales shown in Apple's latest financial report.

Although the lack of production capacity and shortage of supply caused the decline in performance last quarter, the essential reason is still the relatively small upgrading of the iPhone 14, which reduces consumer attraction.

In addition, consumer replacement cycles are lengthening, so Apple can only stimulate sales through price cuts. This measure, which mainly reduces prices by giving discounts to channels, is usually flexible and the implementation time will be determined according to the market response.