Intensifying competition from domestic rivals, coupled with
longer upgrade cycles as consumers spend more cautiously amid an economic
slowdown, have stunted Apple's China growth, with sales there nosediving by 13%
in the quarter ending in December to $20.8 billion and missing estimates of
$23.5 billion.
Shares of the company dipped about 3% in premarket trading
on Friday, following the disappointing China sales.
"Apple's sales decline in China is not surprising given
the strong competition it faced from local brands like Huawei and Xiaomi,"
said Toby Zhu, an analyst with research group Canalys.
Apple did not immediately respond to a request for comment.
As the world's largest smartphone market, China is crucial
to Apple's sales growth. For years, Apple has been the premium phone brand of
choice in the country but the tide is now turning.
The pressure on Apple intensified in the second half of the
year after Huawei's comeback in the high-end smartphone market with its Mate 60
series phones powered by a domestically-made chip.
Other leading Android brands like Xiaomi (1810.HK), opens
new tab also edged into the high-end turf that Apple has traditionally
dominated. Xiaomi launched its premium Mi 14 model in October, touting its long
battery life and camera capabilities. It sold 1 million units within a week of
launch.
Canalys' Zhu said Chinese manufacturers are gradually
breaking into Apple's core price segment by introducing higher-priced foldable
products.
Chinese consumers have also complained about a lack of
innovation in Apple's iPhones, particularly in the design aesthetic, compared
to earlier iterations.
"Another hurdle Apple needs to overcome is how it could
bring more wow factors to the buyers and sustain its image as a tech pioneer.
This is especially crucial when other Android vendors are now bringing
foldables and AI to their products," said Will Wong, an smartphone analyst
with IDC.
At the same time, Chinese customers are holding on to
handsets for longer because of the economic slowdown. Consultancy Counterpoint
said in June that the replacement cycle was over 40 months.
To support its Chinese sales, Apple has cut prices. A
massive discounting campaign by online retailers including Alibaba and
Pinduoduo in October to clear iPhone 15 stock, just a month after it was
launched in the country. In January, Apple offered rare discounts on its
iPhones.
The October discounting effort seemed to only stem the
decline, with Apple's phone shipments dropping by just 2.1% in the final
quarter of 2023, while Huawei's sales increased by 36.2%, according to data
from research group IDC.
Apple will likely continue to face pressure in China going
forward. Jefferies analysts predict Apple's shipments in China will decline by
a double digit percentage in 2024.
"The big miss in China is concerning as it could be the
start of a longer downward trend there", said Bob O'Donnell at TECHnalysis
Research.
Reuters
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