Apple’s Aggressive China Discounts Spark iPhone Air Sell-out After Sluggish Debut

Apple’s unconventional attempt to rescue the iPhone Air in China appears to be gaining traction, as steep price cuts triggered stock shortages across major e-commerce platforms this week.

Photo: Apple.com

BEIJING— The slim-profile device, which initially struggled to find an audience, sold out on JD.com’s flagship store following a massive 30% discount. Delivery times for the 256GB model have now slipped into February 2026, signaling a sudden surge in demand driven by price rather than prestige.

The Price War in China

In a rare departure from its premium pricing strategy, Apple authorized a 2,000 Yuan ($275) price cut on Tmall and JD.com. When combined with China’s national consumption subsidies, the effective price dropped from an MSRP of 7,999 Yuan to 5,499 Yuan ($760)—a total reduction of over 30%.

Market analysts suggest the move was a necessity. According to data from IDC, the iPhone Air’s initial sales reached only a third of Apple’s internal targets. The device was widely panned at launch for its "compromised" specs—including a single rear camera and a smaller 3,149 mAh battery—despite a price tag that neared the Pro series.

Strategic Pivot

"At 8,000 Yuan, the iPhone Air was a hard sell against domestic rivals like Xiaomi and Huawei," said a Beijing-based tech analyst. "But at 5,500 Yuan, the compromises—like the single 48MP camera and lack of physical SIM—become acceptable for the 'fashion-forward' segment that values the 5.6mm ultra-thin chassis."

Looking Ahead: The iPhone Air 2

Supply chain reports from The Elec indicate that Apple is already recalibrating. To address the criticisms of the first generation, the upcoming "iPhone Air 2" is rumored to feature:

• Color-on-Encapsulation (CoE) Technology: A new display tech allowing for an even thinner profile.

• Increased Battery Density: Utilizing saved internal space for larger capacity.

• Dual-Camera Array: Correcting the most cited hardware weakness of the current model.

While Apple rarely lowers prices for successor models, the current China fire sale suggests the tech giant is learning a difficult lesson in the world's most competitive smartphone market: in 2026, thinness alone is no longer worth a premium.