Chinese domestic smartphone brands Huawei, Xiaomi, OPPO, and Vivo have been showing strong performance in the domestic market. In recent years, Apple’s product innovation has appeared more conservative, and the allure of new releases has not been as strong as in the past. This has led to a gradual decline in the popularity of Apple’s iPhones in the Chinese market.
Recently, the market research firm TechInsights published an eye-catching data report, revealing the latest dynamics of China’s smartphone market in the first quarter of 2024.
The report indicates that the number of smartphone shipments in China reached 63.3 million units during the quarter, achieving a 1% year-over-year growth, ending a downward trend lasting 11 consecutive quarters, and signaling a recovery in the Chinese smartphone market.
However, amid this resurgence, Apple encountered a setback. Data shows that Apple’s market share in China was only 13.7%, a figure not only well below its historical levels but also out of the top five, reclassified under the “Others” category.
This means that in the fierce market competition, Apple has been surpassed by OPPO (which includes OnePlus), Honor, Huawei, Vivo, and Xiaomi, all local brands.
The waning popularity of Apple in the Chinese market can be attributed primarily to lackluster product innovation and the overall market environment, leading to an increasing number of consumers turning away from Apple products.
Firstly, from a product perspective, Apple seems to have hit a plateau regarding innovation, despite leading the market with excellent design and advanced technology. However, the novelty factor of new products has been diminishing over recent years.
The rise of local Chinese brands such as Huawei and Xiaomi, continually updating and innovating in areas like camera technology, battery life, and AI features, has put considerable pressure on Apple, which hasn’t been as prominent in these key fields.
Secondly, Apple’s premium pricing strategy has also played a part in its struggle in the Chinese market. With its high-end market positioning and generally higher prices, consumer purchasing power has been affected in the current global economic climate.
Local Chinese brands leverage competitive prices and versatile product lines to attract price-sensitive consumers, which means that Apple struggles to compete on price, further weakening its competitive stance in the market.
Third, the cutthroat competition in China’s smartphone market offers consumers a wide array of choices. As mobile internet adoption and consumer demands diversify, the competition has shifted from merely product-focused to brand, service, and ecosystem dimensions.
Apple’s relatively closed ecosystem in the Chinese market and its lower customizability and openness compared to other brands have limited its growth in China to some extent.
Finally, geopolitical factors also play a non-negligible role in Apple’s performance in the Chinese market, with China-U.S. trade tensions and geopolitical strains leading to some Chinese consumers developing a resistance toward American brands.
Even though Apple, a global enterprise, is relatively less affected in its operations, this sentiment has led some Chinese consumers to reassess their purchasing decisions, gradually reducing their demand for Apple products.
However, regarding the challenges Apple faces in the Chinese market, CEO Tim Cook doesn’t appear to be worried. Although the financial reports show that revenues in Greater China, its third-largest market, have decreased by 8% year-over-year, Cook remains optimistic about the future of this market.
Media reports quote Cook stating at an investor meeting that he remains very positive about the future development of the market in China, emphasizing long-term growth over short-term performance.
Cook also noted that despite the exceptionally competitive environment, last quarter’s iPhone sales in mainland China increased, signifying the continued enthusiasm of Chinese users for Apple’s phones.
Yet, it seems that the market’s strong demand for the iPhone was driven by price reductions. Despite Cook mentioning an increase in sales volumes, the reported 8% decline in revenue for Greater China suggests a significant reduction in average selling prices.
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