Just two days after pre-orders officially opened, Apple's iPhone 18 Pro has already seen its market price fall below the initial launch price on certain e-commerce platforms.
On September 14, a major e-commerce platform displayed the 256GB iPhone 18 Pro at 9,099 yuan, a full 900 yuan discount from the official Apple website price of 9,999 yuan. The 900-yuan reduction is composed of two parts: a 300-yuan official subsidy and a 600-yuan store discount. A test order confirmed the final payment amount at 9,099 yuan. The store promised delivery before September 27.
A customer service representative cautioned potential buyers: "Since prices for electronic products are unstable, the purchase cost of goods fluctuates in real time based on market conditions. We believe you are getting the best real-time price, so we do not offer price protection. The price at the time of order is final, with no refunds or adjustments after the transaction."
In response to the price drop on third-party platforms, an Apple official customer service representative stated: "Third-party channels have their own pricing power. They may offer platform subsidies or store discounts, and Apple does not intervene in that." The representative added that products sold directly by all platforms should have no quality issues, but there are differences in after-sales rights. Apple's official channels offer a 14-day no-reason return and exchange policy, even if the device has been activated, as long as the packaging and phone remain in intact condition. Other platforms may only offer 7-day returns or none at all. Consumers should carefully review each platform's after-sales policies before purchasing.
Apple customer service explained that third-party channels fall into three main categories: ordinary unauthorized third-party sellers may offer the lowest prices but carry risks of refurbished or non-compliant units; ordinary authorized stores have selling rights but their stock is not registered in Apple's official system, potentially mixing in non-official sources; and Apple's premium authorized stores allow some products to be verified through the official system, offering relative security, though they are still not equivalent to official retail stores. Prices at these three types of offline channels may fluctuate due to store anniversaries or national subsidies, and consumers should purchase cautiously. Similarly, non-official online e-commerce platforms may offer prices below official rates, but product sourcing and after-sales guarantees vary widely.
Notably, while the official website raised prices for the iPhone 17 series, offline channels have begun discounting. On September 11, inquiries at multiple Apple stores in Beijing revealed that the iPhone 17 series has seen offline price reductions of 500 to 800 yuan. Staff at the Apple flagship store in Beijing's China Central Place reported that the iPhone 17e is currently priced at 4,799 yuan after national subsidies, 500 yuan cheaper than the official price of 5,299 yuan. An Apple store staff member in Beijing's Haidian District stated that the iPhone 17, originally priced at 6,799 yuan, is now selling at 6,299 yuan after a 500-yuan discount.