Apple released its Q4 2023 report, which showed revenue of 1,195 in the quarter$7.5 billion, while an increase of 2%, while the profit was 403$7.3 billion, a year-on-year increase of 121%, it can be seen that the hot sales of iPhone15 still bring a boost to Apple.
However, behind this number, there is a point that netizens are very excited about, that is, Apple's revenue in Greater China has declined.
The data shows that whether in Europe, the Americas, or in Japan and other parts of the Asia-Pacific region, Apple's revenue is increasing year-on-year, only Greater China (including Chinese mainland, Hong Kong, Taiwan) is declining, with revenue of 208$1.9 billion, down 129%, equivalent to a year-on-year decrease of 308.3 billion (about 22 billion yuan).
China was the only region where Apple's revenue declined in the quarter, and it was Apple's weakest quarter in Greater China since fiscal 2020.
At the same time, Apple's revenue in Greater China fell to 1741%, which is also the lowest value in recent years.
As shown in the figure above, you can also see that in the 2020 fiscal year, Apple's revenue in China actually fell below 15%, and the reason is well understood, that is, Huawei was in full swing at that time, and it was the first high-end mobile phone brand in China, with a share of 40%.
But then Apple was suppressed and sales continued to decline, and Apple took the opportunity to grab a lot of Huawei's vacated market, so from the beginning of fiscal year 2021, Apple's revenue proportion in China has risen sharply, and it has been stable at 18%+ in the past three years, but in the fourth quarter of last year, it fell to 1741% up.
Why is Apple only falling in China? Of course, it is because Huawei has re-emerged in the Chinese market, coupled with the rise of Xiaomi, which has robbed Apple's market, which can be seen from the data of China's mobile phone market in the fourth quarter of 2023.
As shown in the chart above, although Apple is the No. 1 sales volume in the fourth quarter of 2023, its sales volume actually fell by 10 year-on-year6%, plus the iPhone15 is actually cutting prices in 2023, so the sales volume will decline, and the revenue will decline even more.
And Huawei, Apple's iPhone 15 competitor, has seen its sales increase by 79 percent because of the rise of the Mate60 series3%, more than 5 million more mobile phones were sold compared to the same period last year.
Another of Apple's rivals, Xiaomi, saw a 38 increase in sales because of the rise of the Xiaomi 144%, compared with the same period last year, more than 3 million units were sold.
These are obvious, all of which have affected the sales of Apple's iPhone15, because whether it is the Mate60 series or the Xiaomi 14, its ** range is partially overlapping with the iPhone15.
However, on the one hand, Cook expressed dissatisfaction with this decline, and on the other hand, he also defended himself, saying that this fiscal quarter was only 13 weeks, compared with 14 weeks in the same period last year, so the revenue would be a little less, and the appreciation of the dollar against the yuan also caused a decline in revenue.
Cook argued that Apple accounts for four of the top six best-selling smartphone models in China's urban areas, so Apple is still very popular with consumers in China.
In this regard, many netizens said that Cook is unwilling to face the facts, and then Huawei, Xiaomi, etc. will use data to slap Apple in the face.