Reporter Li Hongdian/Reporting from Taipei
Apple’s first AI phone, the iPhone 16, is set to be unveiled at the fall conference. Apple fans eagerly awaiting a replacement are ready to make their move. Jiesheng Communications’ market research agency released Taiwan’s smartphone market sales data, revealing that the iPhone 15 series, launched from September 2023 to May 2024, sold over 1.62 million units in Taiwan during its nine-month sales period. The iPhone 15 series accounted for a remarkable 87% of these sales. Examining the price information and sales rankings of new and old iPhones, it became evident that the top five best-selling iPhones were all from the iPhone 15 series. As channels increase price cuts, prices have dropped by regarding 10% so far. The price difference for flagship phones above Pro is even more significant.
Apple’s pricing strategy works. Jiesheng Communications said that Apple canceled the iPhone 15 Pro Max (128GB) capacity, forcing Apple fans to tighten their wallets and upgrade to 256GB, resulting in doubled sales. (Photo/Provided by brand owner)
Looking further at the top ten iPhones, the iPhone 15 series occupies eight spots. On the surface, it seems that Apple fans have responded well to the iPhone 15 series as a whole. However, the driving force behind the exceptional sales of these flagship phones is Apple’s pricing strategy. Jiesheng Communications indicated that Apple canceled the iPhone 15 Pro Max (128GB) capacity and directly transitioned to 256GB. This change forced Apple fans still using the same size and capacity to opt for the larger storage version. Rumors suggest that the iPhone 16 Pro will follow suit this year. Coupled with inflation and exchange rate fluctuations, Apple fans looking to upgrade to a new phone will need to start saving now.
Market price and sales ranking of the iPhone 15 series nine months following its launch. (Photo/Provided by brand owner)
With the release date of the iPhone 16 series approaching, many Apple fans are now torn: buy the iPhone 15 now or wait for the new model. According to Jiesheng Communications, the usual practice of price reductions for older models to make way for new releases might not apply to the iPhone. Apple’s announcement that the AI features of the iPhone 16 are exclusive to the iPhone 15 Pro and iPhone 15 Pro Max, equipped with the A17 Pro chip, has doubled the number of inquiries regarding these two models. They are currently selling through various channels with a price drop of approximately 14%. This price gap will only widen in the future.
The price difference between flagship models with large storage capacities is particularly noticeable. For example, the iPhone 14 Pro Max (1TB) and iPhone 15 Pro (1TB) have dropped in price by over 20%, both experiencing price reductions of more than 10,000 yuan. However, the iPhone 14 Pro Max lacks Apple Intelligence technology, while the iPhone 15 Pro is out of stock. Other flagship models are also facing stock issues in terms of color and capacity. Jiesheng Communications believes that Apple fans may not be able to wait for the price reduction of older models following the launch of the new models. This is due to the fact that older flagships might already be sold out before the launch of the new ones, with subsequent price drops also removing them from Apple’s official website. With limited products available on the market for purchase, the price drop will likely hover around 10% and won’t significantly decrease.
According to data from Jiesheng Communications Statistics and Market Research Agency, it was announced that the iPhone 15 series has been on the market for nine months, driving the purchase of new and used iPhones, with over 1.62 million units sold. (Photo/Provided by brand owner)
It’s noteworthy that the third-generation iPhone 13 (128GB), a consistent best-seller, will also be retired before Apple’s AI-powered year begins. Jiesheng Communications believes that the iPhone 13 (128GB), with a price drop of 20%, is now priced at 17,590 yuan, making it the cheapest iPhone available. However, due to its dwindling availability, sales are limited to in-store spot products. The price may continue to decline, but it will be gone once they sell out. If you’re looking to buy a budget-friendly iPhone to replace your elderly’s device, this might be your last chance.
The third-generation iPhone 13 (128GB), which has always been a hot seller, has an empty price of 17,590 yuan. Because it is being sold out one following another, the channel is only available in stores, and it will be sold out when it is sold out. (Photo/Provided by brand owner)
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iPhone 15 Series Remains Popular Despite Price Cuts and Upcoming iPhone 16 Release
As the autumn conference for the unveiling of Apple’s first AI phone, the iPhone 16, approaches, Apple enthusiasts are gearing up for a new wave of tech excitement. However, the current iPhone 15 series continues to dominate the market, indicating a strong demand for Apple’s latest offerings. Market research agency Jiesheng Communications has revealed intriguing insights into the Taiwanese smartphone market, particularly the enduring popularity of the iPhone 15 series.
Sales Figures Show the iPhone 15 Series is a Top Contender
Data collected from September 2023 to May 2024 revealed that over 1.62 million iPhones were sold in Taiwan, with the iPhone 15 series accounting for a staggering 87% of those sales. Notably, the iPhone 15 series claimed the top five spots in the best-selling iPhones ranking, demonstrating an undeniable consumer preference for Apple’s latest flagship.
These figures highlight a crucial factor in Apple’s success – their pricing strategy. By strategically removing the iPhone 15 Pro Max (128GB) option and switching directly to the 256GB model, Apple subtly encouraged users to opt for the larger capacity, leading to a doubling of sales for this specific version.
Apple’s Pricing Strategy Pushes Demand for Larger Storage Options
Jiesheng Communications suggests that Apple’s intent to follow a similar strategy with the iPhone 16 Pro, coupled with inflation and exchange rate fluctuations, will prompt Apple enthusiasts to consider saving up for the new phone releases. This move signifies a strategic play by Apple to maximize revenue and exploit the market while catering to customer needs for enhanced storage capabilities.
The top ten best-selling iPhones are overwhelmingly dominated by the iPhone 15 series, occupying eight of the ten positions. This phenomenon further underscores the robust appeal of the iPhone 15 series within the Taiwanese market. The popularity stems not only from the exceptional features of the new models but also from Apple’s savvy pricing maneuvers.
Current Prices and the Appeal of Older Models
With the iPhone 16 series on the horizon, many individuals are contemplating whether to purchase the iPhone 15 now or hold off for the newest generation. Jiesheng Communications states that Apple’s traditional practice of reducing old phone prices to clear inventory may not fully apply this time around. The announcement of AI features exclusively available on the iPhone 15 Pro and iPhone 15 Pro Max, equipped with the A17 Pro chip, has sparked a surge in inquiries for these models. These models are currently experiencing a 14% price drop through various channels, with the price difference between these models and the new iPhone 16 anticipated to grow in the future.
Flagship Models: The Price Gap is More Evident
The price discrepancies are especially notable for flagship models with larger storage capacities. The iPhone 14 Pro Max (1TB) and iPhone 15 Pro (1TB), for instance, have experienced price drops exceeding 20%, equating to more than 10,000 yuan in price reductions. While the iPhone 14 Pro Max lacks Apple Intelligence technology, the iPhone 15 Pro is currently out of stock. Other flagship models are also experiencing stock limitations in terms of color and capacity.
Limited Inventory: A Challenge for Price Reduction Hopes
Jiesheng Communications suggests that Apple fans might not experience significant price reductions for older flagship models post-iPhone 16 release. The existing inventory of flagships is already dwindling, anticipated to be cleared prior to the launch of the new iPhone 16. Consequently, prices might fall by a modest 10% at most, as Apple’s official website will also be removing these products from their shelves, limiting access to readily available devices.
The Enduring Appeal of the iPhone 13 (128GB)
Despite the emergence of the iPhone 15 series, the third-generation iPhone 13 (128GB) has continued to be a popular choice. This specific model, currently priced at 17,590 yuan, is positioned as the most affordable iPhone available. However, its limited availability due to dwindling stock is likely to lead to price fluctuations. While prices might continue to drop, the scarcity of this model means those seeking a budget-friendly iPhone replacement should capitalize on this opportunity before it’s gone.
Conclusion: A Shifting Landscape for iPhone Buyers
The market for iPhones is evolving with the anticipated release of the iPhone 16. The current iPhone 15 series remains dominant, driven by strategic pricing and customer demand. However, the limited availability of older flagship models, coupled with Apple’s move towards larger storage options, is creating a unique dynamic for iPhone buyers. Careful considerations of pricing, availability, and upcoming AI features will undoubtedly influence purchase decisions for Apple enthusiasts in the coming months.
