Hundreds of eager customers lined up outside an Apple store in Beijing to get their hands on the new iPhone 15, defying concerns that patriotic sentiment would impact sales. Despite the availability of delivery options, iPhone 15 sales through JD’s Dada app saw a remarkable 253% increase compared to the previous generation. Within the first 10 minutes of deliveries starting, 25,000 phones were already en route to customers. In an effort to expand its reach, Apple has partnered with 4,600 authorized retailers in China, a significant increase from last year’s 500. This launch comes at a time when Apple faces challenges in its third-largest market due to economic and political obstacles. In the lead-up to the launch, Huawei released its Mate 60 Pro phone, equipped with 5G capabilities despite being heavily impacted by US sanctions. However, for the individuals waiting in line, there seemed to be a lack of brand loyalty. One customer stated that he had initially intended to purchase the new Huawei phone but turned to the iPhone 15 after it sold out quickly online. He expressed that there wasn’t much of a difference between the two brands and questioned the notion of patriotism when both companies contribute taxes to China. Despite reports of bans on government employees using iPhones for work, the Ministry of Foreign Affairs denied any official restrictions on Apple devices. Apple has yet to comment on the reports or provide sales figures for the iPhone 15 in China. Nonetheless, early pre-sales for the device suggested strong demand, with the more expensive models sold out online. Research suggests that Apple will continue to experience resilient sales; however, challenges from Huawei’s new products and a lack of social media buzz may impact final numbers. Nonetheless, IDC expects a 5%-6% growth in Apple’s shipments in China for the second half of this year. Additionally, the Dada app reported a significant increase in orders from consumers in less developed cities compared to last year. As China constitutes nearly 20% of Apple’s revenue, strong sales in the region are crucial.
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