iPhone sales are weak and domestic market share continues to decline. How does Apple respond to challenges?

According to the latest report released by the China Academy of Information and Communications Technology (CAICT), Apple iPhone shipments in the domestic market in January this year were approximately 5.5 million units, a 39% decrease compared to the same period last year. In February, shipments continued to decline, falling to approximately 2.4 million units, a year-on-year decrease of 33%. This data reflects the sales challenges faced by iPhone in the Chinese market, which may be affected by factors such as fierce market competition and changes in consumer demand. As competition in the domestic mobile phone market becomes increasingly fierce, Apple iPhone needs to adopt corresponding strategies to stabilize market share and improve sales performance.

According to Bloomberg’s report and analysis, the downward trend in shipments seems to have started in September last year. The internal reasons are mainly due to weak iPhone sales and weakening consumer interest in new products. At the same time, external factors also play a role. The rise of Huawei and intensified competition from domestic brands have brought challenges to Apple's market position.

According to the editor’s understanding, the domestic and foreign brand composition data of the domestic mobile phone market released by the China Academy of Information and Communications Technology also confirms this point. In February 2024, domestic brand mobile phone shipments reached 11.842 million units. Although it dropped 32.5% year-on-year, it accounted for 83.1% of mobile phone shipments during the same period. At the same time, the number of new models on the market has also declined, but domestic brands still account for the vast majority of the share.

For Apple, competition in the domestic market is becoming increasingly fierce. Not only domestic brands such as Huawei are constantly making efforts, but other international brands are also actively seeking breakthroughs. Canalys analyst Nicole Peng Peng said that as domestic mobile phone manufacturers actively embrace AI elements, it may further affect Apple iPhone sales in the domestic market in the future. Faced with such a market structure, Apple needs to constantly adjust its strategy to adapt to the changes and needs of the Chinese market.

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