As the autumn Apple presentation nears, a price war has already begun in Taiwan concerning iPhone models. Older iPhone Pro versions are experiencing price reductions of around NT$4,000 (Taiwan New Dollars). Samsung is implementing even steeper discounts, nearing NT$10,000 reductions on select devices. This preemptive price slashing suggests anticipation for the upcoming iPhone 18 release and aims to clear existing stock. Retailers and manufacturers are aggressively adjusting prices to attract consumers before Apple’s new product unveiling. The competition appears focused on capitalizing on consumer demand within the Taiwan market during this transitional period. This price war signals a potentially challenging retail landscape for smartphone sales in Taiwan as the iPhone 18 approaches.