The backlash against Apple in China
Apple Inc., the US tech giant known for its popular iPhones, is facing a backlash in China, its second-largest market, amid rising tensions between Beijing and Washington. State-backed entities and media outlets have launched a campaign to urge Chinese consumers to ditch Apple products and support local brands instead.
The campaign comes after a US court ordered Apple to pay $308 million to a Texas-based company for infringing its patent on digital rights management technolog1. The ruling sparked outrage among Chinese netizens, who accused Apple of stealing Chinese intellectual property and being a tool of US hegemony.
Some state media outlets, such as the Global Times and China Daily, have also criticized Apple for its alleged lack of innovation, high prices, and poor customer service. They have praised local brands, such as Huawei, Xiaomi, Oppo, and Vivo, for their superior performance, affordability, and patriotism.
The impact on Apple’s sales and reputation
The anti-Apple sentiment in China could have a significant impact on Apple’s sales and reputation in the country, where it sold 49.9 million iPhones in 2023, accounting for 14.3% of the market share. China is also a key source of revenue and profit for Apple, contributing $68.3 billion, or 19.6%, of its total sales in the fiscal year 2023.
Apple has already faced some challenges in China in recent years, such as the US-China trade war, the coronavirus pandemic, the ban on Huawei by some Western countries, and the rise of domestic competitors. These factors have eroded Apple’s brand loyalty and customer satisfaction in China, according to some surveys and reports .
Apple has also been accused of complying with the Chinese government’s censorship and surveillance policies, such as removing apps and content that are deemed sensitive or illegal by Beijing. This has drawn criticism from some human rights groups and activists, who claim that Apple is compromising its values and principles for the sake of profits .
The outlook for Apple in China
Despite the challenges and criticisms, Apple still has some advantages and opportunities in China, such as its loyal fan base, its premium brand image, its innovative products and services, and its strong ecosystem of hardware, software, and services. Apple also has a good relationship with the Chinese government, which has granted it some preferential policies and access to the market .
Apple has also made some efforts to adapt to the Chinese market and culture, such as offering localized features and content, supporting local payment methods and platforms, investing in local suppliers and developers, and participating in social and environmental initiatives .
Apple’s CEO Tim Cook has expressed his confidence and optimism about the future of Apple in China, saying that he believes that the country will continue to be a key market and partner for Apple. He has also said that he respects and appreciates the Chinese consumers and their preferences, and that he hopes to serve them better and longer .
