It’s a start.
Apple decided to fight the lack of demand for the iPhone in the most efficient way by reducing the prices. Today it became known that Apple has notified iPhone Chinese retailers on reducing the purchase prices on the iPhone 8, iPhone 8 Plus, iPhone XR, XS iPhone and iPhone XS Max. The maximum reduction amounted to 450 4400 yuan or rubles at the current exchange rate.
According to sources, China Business Business Daily, Apple has made direct discounts on the iPhone for the Chinese authorised retailers of the company. Apple reduced the price of iPhone 8, iPhone 8 Plus, iPhone XR, iPhone XS iPhone XS Max. The greatest decrease occurred on the iPhone, XR — its price fell by 450 yuan (4,400 rubles). The average decline for other iPhone models is set to 400 yuan (4,000 rubles).
At the moment, Apple has reduced prices only to Chinese retailers. But it is possible that in the near future the company will adjust the cost problem iPhone sold in other countries.
Lower prices on the iPhone in the middle of the cycle — a rare step for Apple. Last time Apple has revised the prices in a similar way in 2007 in the case of the first iPhone. Then Apple lowered the iPhone 2G from $200 just a few months after release. The decrease in prices has occurred around the world.