The launch of Apple's iPhone 15 series has been met with a lukewarm response in China, a crucial market for the tech behemoth. Unlike its predecessors, the iPhone 15 series, which includes the iPhone 15, 15 Plus, 15 Pro, and 15 Pro Max, has been embroiled in various controversies since its global release less than a month ago. Issues surrounding durability, out-of-the-box defects, overheating, and several other bugs have been reported, which haven't yet been universally and satisfactorily fixed1.
Falling Behind in a Competitive Market
The performance of the iPhone 15 series in China is particularly concerning for Apple. Estimates from third-party research firms and analysts depict a bleak picture. Counterpoint Research suggests that the iPhone 15 lineup trails the iPhone 14 series by about 4.5 percent after 17 days of measured availability in the region. Moreover, Jefferies analysts indicate a year-on-year dip in double-digit territory, marking a low point for Apple in the vital Chinese market1.
These sales figures come amidst growing competition from local brands such as Huawei, Vivo, Oppo, Honor, and Xiaomi. Especially, Huawei's resurgence with its Mate 60 Pro is set to challenge Apple's position in the high-end market segment. The Chinese market's value-oriented nature further exacerbates the iPhone 15 series' struggle, as cost-effective offerings from local brands continue to gain traction1.
What Lies Ahead?
Despite the setbacks in China, Apple's stronghold in the US market remains intact. The iPhone 15 series reportedly witnessed double-digit growth compared to the iPhone 14 lineup in terms of sales over the first nine days of commercial availability. This growth in the home turf does provide a silver lining, hinting at the global appeal of the brand, albeit with regional variances1.
With the Chinese market posing a significant challenge, Apple's strategies in the coming months will be crucial to regain lost ground. Engaging with the consumer base to address the concerns and ensuring a robust after-sales service could be pivotal in enhancing the brand's image and sales performance in China.
Source: PhoneArena
