On September 16th, within one minute of the launch at the official flagship store of Tmall Apple Store, the first batch of iPhone 15 Pro and iPhone 15 Pro Max were sold out.
On September 13th at 1 am, Apple released the iPhone 15 series. This series brings innovative designs such as the Dynamic Island display, USB-C interface, and a 48-megapixel main camera. Among them, the iPhone 15 Pro and iPhone 15 Pro Max are upgraded with the world’s first 3nm process chip and a six-core image processor. The starting prices for the iPhone 15 and iPhone 15 Plus are respectively ¥5,999 ($825) and ¥6,999 ($962).
On the evening of September 15th at 8 o’clock, the iPhone 15 series officially began pre-sales. Just like previous years, within the first 10 minutes of its release this year, the Apple official website crashed for about 6-7 minutes.
At exactly 8 p.m. when the Apple Store was opened before the pre-order began, it showed ‘coming soon’. Switching to another platform and opening the official Apple Taobao website, displayed an error accessing the page… However, just after 5 minutes, the iPhone 15 on Taobao showed that it was sold out, JD.com also showed that all models were out of stock. Some netizens shared their orders and the earliest pick-up date was September 22nd.
On the morning of September 16th, Apple China’s official website that all models of iPhone 15 were shown in gray and unable to be pre-ordered. The website indicated that they would be released on September 22nd with a limit of two iPhone 15s and two iPhone 15 Plus per customer.
Apple pre-sales are divided into offline direct store pick-up and online delivery. For cities with Apple direct stores, the pick-up time is from September 22nd to 24th, which is also the preferred method for Apple fans as they can get their hands on the new device as soon as possible.
It is worth mentioning that this year, in addition to the pre-sale on Apple’s official website in China, as the only global official flagship store of Apple on e-commerce platforms, Tmall will start selling stock 7 days ahead of other platforms. At the same time, Tmall Apple Store shares inventory with the official website and also offers benefits such as a 7-day return policy and interest-free installment payments for up to 12 months.
According to the Taobao hot search data, within a week, the popularity of the iPhone 15 series new products on Taobao Tmall has surged by 512%, and the popularity continues to rise. Interestingly, before and after Apple released the iPhone 15 series this year, Huawei had successively launched new products such as Mate 60 Pro, Mate 60 Pro+, and Mate X5 in advance.
On the day of Apple’s autumn product launch, Huawei held an offline event to announce their new M7 smartphone. Richard Yu, CEO of Huawei’s consumer business group, attended the event and mentioned “leading by a wide margin” five times. On that same day of Apple’s autumn product launch event, “leading by a wide margin” flooded into comments on various live streaming platforms.
In addition, on September 14th, the day after Apple’s conference, Huawei announced that they will hold a fall full-scene launch event on September 25th, which also marks the two-year anniversary of Huawei’s rotating chairman Sabrina Meng returning to China. Internal sources at Huawei claim that this event will unveil new products such as smartphones and describe them as “blockbuster”. However, despite this announcement, the sales of Apple’s iPhone 15 series still followed the usual pattern with their official website experiencing temporary crashes and pre-orders selling out rapidly.