BEIJING, CHINA - SEPTEMBER 22: People line up to buy the newly launched iPhone 15 and other Apple products outside a flagship store, on September 22, 2023 in Beijing, China. The iPhone 15 was officially launched in mainland China Friday, one of the worlds most valuable companys largest global markets.
Hundreds of eager customers formed lengthy queues outside Apple's flagship stores across China as the iPhone 15 officially hit the shelves, Reuters reports.
Despite recent bans on government employees using iPhones and stiff competition from domestic giant Huawei, the Chinese market has once again demonstrated its unwavering appetite for Apple's latest offering.
Frenzy at Shanghai's Flagship Store
On the morning of the iPhone 15 release, Apple's flagship store on East Nanjing Road in Shanghai was bustling with anticipation.
A queue, stretching over a hundred meters, began forming as early as 5 am, highlighting the immense interest in Apple's latest creation.
The scene was no different in Beijing, where the flagship Apple store in the Wangfujing neighborhood witnessed long queues snaking around the block.
Customers patiently awaited their turn while scalpers lurked nearby, hoping to make a quick profit.
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Strong Pre-orders Alleviate Concerns
Apple's iPhone 15 has been under close scrutiny in China due to escalating restrictions on iPhone use by government staff and intense competition from Huawei.
However, strong pre-order numbers provided a much-needed boost to Apple's confidence.
Reuters tells us that delivery times for the iPhone 15 have already been pushed into November, and the premium iPhone 15 Pro and Pro Max models vanished from Alibaba's Tmall e-commerce site in a mere sixty seconds.
These indicators suggest that Apple still holds a strong grip on the Chinese market despite a challenging environment.
Consumer Insights
While some customers were thrilled about the iPhone 15's enhanced features, such as the new titanium shell, faster chip, and improved gaming capabilities, others voiced their disappointment in the lack of significant upgrades from the previous model.
Zhang Ming, a 25-year-old social media influencer, shares here excitement about trying out the iPhone 15 after failing to secure a pre-order. "When I buy Apple products, I only look at the color. If I like the color, I will buy it," she stated.
However, not all customers were as enthusiastic. Real estate worker Wang Puyu, 29, expressed dissatisfaction, saying, "I normally upgrade every year, but this year, I am not very satisfied."
Market Dynamics and Huawei's Challenge
China is Apple's third-largest market, and recent challenges from Huawei have added complexity to the equation.
Two weeks before Apple's iPhone 15 launch, Huawei released its Mate 60 Pro in China, boasting a 5G-capable chip despite facing US sanctions since 2019. This
What Do the Numbers Say?
Counterpoint Research's most optimistic outlook predicts a 4% year-on-year decline in Apple shipments in China for the fourth quarter. However, this projection may not fully capture the reality on the ground.
CNBC tells us that strong pre-sales of the iPhone 15, particularly the Pro and Pro Max models, suggest that Apple could maintain its resilience in the market.
Despite a broader economic slowdown and intense competition, Apple's Greater China net sales rose by nearly 8% year-on-year in the second quarter.
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