Marketing
Clearly without those annoying U2 adverts being played every ad break people in China can see the device for what it really is. A very average and very very overpriced phone.
This and all the other current generations of phones offer nothing that is compelling enough to make it worthwhile upgrading and since they seem to have used this release to massively push the contract prices up (at least here in the UK) I definitely will be buying my next phone in cash and going SIM only, but if the iPhone 6 is the standard of what to expect over the next 12 months I could be using my current device for a long long time