Apple is offering bigger trade-in bonuses for iPhones in China until June 18, aiming to boost sales and regain market share lost to local competitors like Xiaomi and Huawei.
The offer is timed to take advantage of the 618 shopping festival, one of China’s largest annual retail events. From now until June 18, Apple is offering extra credit on eligible device trade-ins, directly targeting the lead-up to China’s massive 618 shopping festival.
This isn’t a generic promotion, it’s a sharp, tactical initiative by the company to claw back sales as consumer interest shifts toward other brands.
iPhone trade-in values are getting a temporary increase. For instance, customers can now get up to RMB 5,700 ($785) for trading in an iPhone 15 Pro Max. Even the lower-tier iPhone 15 pulls up to RMB 3,400 ($468) in credit.
These incentives, which are available both online and in-store, come in addition to regular discounts currently being offered by major Chinese e-commerce platforms, some as steep as $351 off on certain iPhone 16 models.
The timing is not coincidental. The 618 festival, named for its June 18 climax, is one of China’s biggest annual retail events, usually surpassing $100 billion in total sales. For Apple, it is a huge moment to counteract its declining performance in the region.
According to first-quarter 2025 figures, Apple’s iPhone shipments in China fell 9% year-on-year. It’s not hard to see why, local companies are moving quickly with aggressively priced, high-spec alternatives. Meanwhile, Apple’s traditionally premium pricing has made it less competitive in a price-sensitive environment.
This is not just about selling phones, Apple is asking users to bring their old devices, walk into a store (or log in online), and commit now. And it’s not hiding its motivations. “From now until June 18, trade in for an extra $100 off your iPhone*,” the website says. The company knows it’s in a fight for market share, and it’s pressing every available advantage.
Apple’s trade-in programme in China also includes iPads and Apple Watches, but it’s the iPhone deals that are leading. While the tech giant frames the offer as an environmental win, stating that devices will either be refurbished for reuse or recycled for materials, this is unmistakably a commercial tactic.
The logistics are designed for minimal friction. Trade-in values are calculated upfront, customers are guided step-by-step through backup and return procedures, and credits can either be deducted at checkout or transferred to a bank account. For those not ready to buy, the cash-out option adds flexibility.
Apple’s China problem is beyond pricing. It’s about perception, adaptability, and timing. This trade-in is a nod to all three. The company is trying to change momentum. We’d see if that’s enough to reverse a 9% drop in sales.
