Observations from the iPhone 18 Pro Launch: What Strategies Is Apple Employing Behind the “Picky” Behavior of Scalpers?
Hello everyone, I’m your financial journalist. Today, let’s talk about the subtle yet significant changes that took place outside Apple stores on September 18th, the day the iPhone 18 Pro series went on sale.
If you follow tech news, you’ve probably seen headlines about the iPhone 18 Pro’s release. But if you only focus on binary conclusions like “sold out” or “unpopular,” you’re missing the most crucial signal from this launch: consumers are becoming much more selective with their spending, while Apple’s tactics are becoming increasingly sophisticated.
In short, the biggest highlight of this launch wasn’t the number of people in line; it was the fact that scalpers were no longer accepting all offers. They were only interested in the most expensive and scarce models. As for the rest? They either bought them or didn’t—no extra profit for them.
Below, I’ll break down these developments into five aspects to explain the behind-the-scenes strategies in plain language.
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1. Scalpers Go from “Taking Anything” to “Selective Buyers”: Premiums Only for a Few
In the past, scalpers were eager to buy any new iPhone, even the basic versions, confident they could sell them at a profit. This time, things were different.
Key Observation:
- Only the Pro Max is on the premium list: According to reports from Huxiu, only the iPhone 18 Pro Max attracted scalpers.
- Limited and Lower Premiums: Even for the Pro Max, the 256GB Ruby Red version had a premium of 500 yuan, and the 512GB version had a premium of 400 yuan. More importantly, at a Shanghai store, the originally priced 1TB version was immediately reduced to 600 yuan when negotiated.
Plain Language Explanation:
This indicates that “scarcity” is no longer a universal factor for the entire Pro series; it’s concentrated on the highest-end and most popular colors. Consumers now see only the most expensive and distinctive models as truly valuable. The scalpers’ willingness to negotiate prices shows that these premiums are not as solid as before; only a few are willing to pay extra for specific configurations. For regular Pro users, Apple hasn’t created an urgency to buy.
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2. Apple’s “Hunger Marketing 2.0”: Deliberately Keeping the Cheaper Models Hidden
Did you notice the absence of the standard iPhone 18 (non-Pro version) during the launch? This might be a strategy:
Strategic Move:
- Standard Version Delayed: Industry speculation suggests the standard iPhone 18 might be released in early 2027. This means Apple is focusing on the more expensive Pro series this fall.
- Purpose: To reduce competition among its own products. Previously, the standard and Pro versions competed, dragging down the average price. By hiding the standard version, Apple encourages people to either buy Pro or an older model or wait.
Plain Language Explanation:
It’s like going to a restaurant and being told, “The special dish (standard version) isn’t available yet; only the expensive ones recommended by the chef (Pro series) are available.” Apple’s goal is to increase the average selling price (ASP) by making the Pro the only option. Even if total sales don’t increase much, the higher ASP means higher profits.
Risk: If too many customers turn to Huawei, Xiaomi, or used phones because there’s no cheaper option, Apple gains less in sales volume.
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3. “New Colors” No Longer a Surefire Trick: Burgundy Ruby Red Doesn’t Stir Much Excitement
In the past, new colors like “Rose Gold” and “Night Green” sparked buying frenzies. This time, the new Burgundy Ruby Red only had a small premium and its value dropped quickly when negotiated.
User Reaction:
A customer who bought the 512GB Silver version said, “This upgrade doesn’t significantly impact me; I’ve always bought Silver. There’s no need to pay extra for a new color.”
Plain Language Explanation:
Consumers are more practical now. They’re less interested in unique colors and are more willing to pay for practical features like larger batteries and stronger chips. The lack of widespread excitement for Burgundy Ruby Red shows that Apple’s color-based marketing tactics are becoming less effective.
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4. Third-Party Platforms Disrupt the Market: Pinduoduo and Operators Change the Game
In the past, people bought from the official website or scalpers at a premium. Now, third-party platforms like Pinduoduo and telecom operators offer discounts on the first day of sales, sometimes even below the official price.
Key Change:
- Discounts from Day One: Platforms like Pinduoduo and telecom operators offer discounts, making prices lower than Apple’s official ones.
- Price Differences in Hong Kong: The Hong Kong version of the Pro Max had a 2400 HKD (about 2184 RMB) premium, while the mainland version had only a 500 RMB premium. This shows more competitive pricing in the mainland market.
Plain Language Explanation:
This shifts the balance of power. It no longer matters if you buy from the official store or scalpers; consumers choose the cheapest option. The urgency to buy at launch is diminished due to these discounts. While Apple benefits from the discounts, consumers think, “If I can buy it cheaper now, why wait?”
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5. Apple’s Bet on High-End Strategy: Compensating for Shrinking Market Share
Let’s look at how the financial community and analysts view this:
Divergent Views:
- Pessimists (e.g., GF Securities): Concerned that rising storage costs will increase phone prices, and the higher starting prices of the Pro series may deter customers, leading to lower sales.
- Optimists (e.g., Morgan Stanley): Note that some models are delayed by 2-4 weeks, indicating healthy demand that’s just being hindered by supply chain issues.
Plain Language Explanation:
This is a “trade-off between volume and price.” Apple’s strategy is to focus on higher prices. If it succeeds, its profit per unit will increase despite possible sales declines, especially in the high-end market. However, if the Pro fails to sell well, Apple’s position in the high-end market could be at risk.
In Summary:
The iPhone 18 Pro launch saw no long queues or crazy price increases; instead, there was rational decision-making and differentiated demand. Scalpers were selective, consumers were comparing prices, and Apple was gambling on its high-end strategy.
Advice for Consumers:
If you don’t need the phone immediately or a specific color, there’s no rush to buy at launch. Wait and see the discounts offered by third-party platforms or when the standard version comes out. You might save money. After all, the iPhone is no longer an indispensable item; it’s just a expensive phone.