On May 15, several e-commerce platforms lowered iPhone prices. Tmall Apple Store official flagship store preferential policy shows that the iPhone17 Pro series has been officially reduced for the first time, with a maximum discount of 1,000 yuan. After adding coupons, the price of the 256GB iPhone17 Pro series can be as low as 7,999 yuan, and the iPhone17 256GB price can be as low as 5,299 yuan. Through Taobao’s tens of billions of subsidy channels, the price of iPhone17 Pro 256GB has started as low as 7,649 yuan.
JD.com’s self-operated flagship store for Apple products has also adjusted prices. The reporter checked the page information and found that JD.com’s iPhone 17 pro 256GB can receive a 1,000 yuan surprise coupon and the price is 7,999 yuan, plus an additional 1,000 yuan trade-in subsidy, and the discount reaches 2,000 yuan. The price of Pinduoduo iPhone 17 Pro 256GB has also been reduced to 7,999 yuan, and if you grab the 300 yuan official subsidy coupon, the price can be reduced to 7,699 yuan.
The significant price reduction has boosted iPhone sales on multiple platforms. Information on JD.com’s page shows that iPhone 17 Pro has soared in popularity within 24 hours, with more than 4,000 people purchasing more in the past three days. Tmall’s page shows that iPhone 17 Pro currently has more than 267,000 searches for similar products.
The reporter also discovered that the sudden price reduction of the iPhone series late at night caused the second-hand price of the iPhone 17 Pro to be higher than the new price today. The reporter checked second-hand platforms such as Dewu and Xianyu and found that the second-hand price of a large number of iPhone 17 Pro 256GB is still around 8,000 yuan, which has exceeded the official channel price.
Data from the Dewu app shows that on May 15, the average transaction price of second-hand iPhone 17 Pro 256GB phones with slightly defective packaging, unused, opened and activated on the platform was 8,002.33 yuan, already exceeding the price of new phones. Although this price has dropped from the average transaction price of 8,099 yuan on May 14, the price adjustment of second-hand mobile phones is still difficult to catch up with the new ones through e-commerce channels.
Scalper prices are also fluctuating accordingly. The reporter learned from a scalper that on May 14, the recycling price of the new iPhone 17 Pro 256GB model was still around 8,200 yuan. On May 15, the recycling price had dropped to a maximum of 7,700 yuan. He told reporters that the iPhone 17 Pro recycling price currently fluctuates at any time, and the price may drop again in an hour. Apple's official sudden price cut of up to 1,000 yuan has sharply increased the risk of scalpers' business.
Omdia data shows that in the first quarter of 2026, global smartphone shipments reached 298.5 million units, a year-on-year increase of 1%. Among them, Apple shipped 60.4 million units in the first quarter, a year-on-year increase of 10%, ranking second in the world. iPhone 17 Pro and Pro Max have driven Apple’s sales in China. According to the agency’s data, Apple’s Chinese market shipments increased by 42% in the first quarter of 2026. As 618 approaches, Apple is further targeting China's market share through price cuts on popular models such as the iPhone 17 Pro.