Apple Launches Chinese New Year AirPods | Dao Insights

Apple launches limited-edition Chinese New Year AirPods

Apple has launched a limited-edition version of its AirPods Pro to celebrate the Chinese New Year. As the lunar calendar enters the year of the ox, Apple has embellished the headphones with a design featuring the animal. The brand says the ox icon, which is also included on the packaging, was inspired by the cow emoji.

The limited-edition product costs 1999 RMB, the same price as regular AirPods Pro. However, only 25,400 are available: 11,480 of which will be sold in Apple’s retail stores and 13,920 online.

Apple's Chinese New Year Ox Airpods
Credit: Apple

Netizens commented that the design was very “cute” and Apple’s WeChat post promoting the Ox AirPod Pro has been read over 100,000 times.

As part of its Chinese New Year campaign, Apple also released a special gift guide on its Chinese website which includes recommendations, such as the iPhone 12, MagSafe accessories, Ox AirPods and the Apple Watch.

Apple hopes that this campaign can help it to boost sales after facing increased competition from domestic brands in recent years (read more in our case study: Apple’s China rollercoaster).


Want to learn how to make an effective campaign for Chinese New Year? Register for Qumin and China Britain Business Council’s Hacking Chinese New Year event which takes place on Tuesday 12 January.

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