How Apple’s grip on China slipped – and what it means for other multinationals
The trade war and Chinese-made smartphones hurt Apple’s business model, but analysts say it can’t walk away
Tan Hui used to be one of the devoted, closely following every iPhone launch and going all out to secure the latest model. At times, she would even fly two and a half hours from her home in Sichuan province to Hong Kong – where new models sometimes went on sale earlier than on the mainland – to ensure she was one of the first to get her hands on the latest handset.
But she has not bought a new model since the iPhone 14 three years ago and, these days, she no longer follows news about the US tech giant’s latest products.
“I used to see Apple as a pioneer and a game-changer,” the 43-year-old accountant said. “Now, the new iPhone models hardly feel different – it’s just getting dull.”
Tan represents a growing number of Chinese consumers whose enthusiasm for Apple’s products has waned, contributing to the tech giant’s sluggish sales in China in recent years.
Still, analysts said China would likely remain an attractive market due to its scale, advanced manufacturing capabilities and the fact US tariffs now extend to nearly all major economies, leaving few genuinely competitive alternatives.
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“Apple gets close to 20 per cent of its revenues from China, so it’s not a market you can turn your back on if you want to continue to grow your business,” said Allan von Mehren, chief analyst and China economist at Danske Bank in Denmark.