According to media reports on Wednesday, driven by strong promotional activities in Greater China, iPhone shipments in the Chinese market increased by about 12% year-on-year in March, a stark contrast to the 37% year-on-year plunge in iPhone sales in the first two months of this year.
According to the latest monthly report from the China Academy of Information and Communications Technology, the shipment volume of foreign brand smartphones increased year-on-year to 3.75 million units, with the majority being Apple products. Although the overall shipment volume still declined by 27% in the first quarter, Apple's iPhone shipments rebounded, echoing to some extent Apple CEO Tim Cook's remarks during last week's earnings call, where he mentioned that the company's business in mainland China grew in March, without disclosing specific numbers.
Since 2023, iPhone sales in China have been under pressure. In order to reverse this decline, Apple and its Chinese distributors have been offering significant discounts since the beginning of the year. This strategy has started to show results, with China revenue exceeding expectations in last week's earnings report.
Analysts have been closely monitoring Apple's performance in China. China is not only an important market for the iPhone but also one of the world's largest production bases, making its sales performance a subject of great interest. It appears that despite challenges, Apple has not given up on its focus on the Chinese market. This week, Apple released new iPad Pro and iPad Air models, attempting to attract consumers by updating its product line. In an increasingly competitive global tech environment, Apple needs to continue its efforts to adapt to the ever-changing market landscape.
However, while iPhone shipments in China have rebounded, to completely reverse the overall sales decline, Apple still needs to put in more effort in improving product innovation, enhancing user experience, and strengthening marketing efforts. With domestic brands closing in, it is foreseeable that Apple will make more changes to stay competitive.
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