Apple's ** period in China may come to an end, and 2024 will face difficulties?
Some time ago, a well-known institution released the national smartphone market share data for the fourth quarter of 2023, and Apple unsurprisingly occupied the first place in the Chinese market due to the significant price reduction of the iPhone 15 series**.
However, it's worth noting that while Apple is number one, sales are down 10 percent from the previous year6%, while Xiaomi, which is in second place, grew by 384%, and Huawei grew by 793%, and fourth-placed glory grew by 129%。
At the same time, according to analysts, Apple is not expected to continue to hold the number one, but sales of the iPhone 15 series in 2023 are actually about 30% lower than those of the previous generation iPhone 14 series.
And by 2024, Apple's sales in the Chinese market are expected to decline by more than double digits, or more than 10%. The reason for this is the return of Huawei and the strength of other domestic mobile phones such as Xiaomi.
In fact, since Huawei was suppressed in 2020, Apple has had a good life in the Chinese market for three years, and in the three years from 2021 to 2023, because of Huawei's sales**, Apple has conquered the Chinese market, and its market share in the high-end once exceeded 80%.
At the same time, the proportion of revenue in the Chinese market is also rising, as shown in the figure below, that is, from 2019 to 2023, the proportion of Apple's revenue in China, you can see that from 2020 to 2023, it has been growing, and it will be close to 19% in 2023, an increase of more than 4 percentage points from 2020, an increase of about 29%.
Obviously, in the three years that Huawei has been suppressed, although Apple has been fresh for three years, it has also done it for three years, after all, the Chinese market has been no match for Apple's opponents, so Apple's sales have also increased a lot, making a lot of money.
Cook has said on several occasions"We're proud that we've broken the record for iPhone revenue in China"Cook has also been to China several times, he said"I've just arrived in China and I'm very excited about interacting with our customers, employees, and local communities. "
But in 2024, it is clear that this will not be the case, and the first obstacle is Huawei, which has announced its return to the world stage with the Mate60 series, Kirin chips and 5G are already in place.
I think that when Huawei ranked first in China's high-end market, Apple was pulled down, and now if it comes again, it may not be able to beat Apple in a short time, but it will definitely cause significant damage to Apple's business.
Another example is Xiaomi, which has been running high-end since Xiaomi 11, and it has been 4 years now, and in the past 4 years, Xiaomi has also established a solid foundation in the high-end market, and it will inevitably seize the Apple market in the future.
There are also Honor, OPPO, vivo and other manufacturers, in recent years, they have also been running high-end, as the development of mobile phones has reached its peak, Apple, Android's differentiation is getting smaller and smaller, there is no need to be careless, Apple will inevitably have a big decline in the Chinese market in 2024.