Equities
Apple's iPhone sales in China plummet 19% in its worst quarter since 2020, falling to third in the market amid local competition.
By Athena Xu
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Apple Inc. experienced a significant downturn in its iPhone sales in China during the March quarter, with a 19% decline marking its worst performance in the region since the onset of Covid around 2020. This downturn resulted in Apple falling to third place in China's competitive smartphone market, closely aligning with Huawei Technologies Co. According to Counterpoint Research, while the overall market saw a modest expansion of about 1.5%, local brands such as Honor Device Co. and Xiaomi Corp. led the growth. This period typically sees a surge in consumption due to the Lunar New Year celebrations, making the decline more notable. Huawei's nearly 70% growth in the same timeframe underscores its resurgence, particularly in the premium segment where Apple previously held dominance.
In response to declining sales and increased competition, Apple is shifting its focus towards new markets and diversifying its product and manufacturing strategies. The company is looking towards India as a pivotal market for growth, planning to assemble 25% of its iPhones there. This move is part of a broader strategy to mitigate risks associated with over-reliance on the Chinese market, which has been fraught with regulatory challenges and geopolitical tensions. Apple's efforts to tap into India's growing middle class and smartphone adoption reflect a long-term investment strategy aimed at replicating its premium brand success in new regions.
Ahead of its fiscal second-quarter earnings report, Apple faces skepticism from investors and analysts, with its shares having fallen 14% this year. This decline in share value is attributed to concerns over valuation, competition, and Apple's position in the artificial intelligence race. Analysts from Morgan Stanley and Bank of America offer contrasting views on Apple's prospects, with Morgan Stanley adjusting its price target downwards due to anticipated disappointing guidance for the fiscal third quarter. Conversely, Bank of America remains optimistic, citing Apple's defensive cash flows and rich catalyst path as reasons for naming it a top pick for 2024. The competitive landscape, particularly in China, and regulatory pressures are highlighted as significant challenges for Apple.
"Apple’s sales were subdued during the quarter as Huawei’s comeback has directly impacted Apple in the premium segment. Besides, the replacement demand for Apple has been slightly subdued compared to previous years."
Finance GPT
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