苹果在中国市场扭转颓势：iPhone销量两年来首现增长

Core Insights - Apple has faced unprecedented challenges in the Chinese market over the past two years due to the rise of local brands supported by government policies, leading to a decline in iPhone sales [1] - Recent data indicates that Apple is gradually recovering its market position through strategic adjustments, with iPhone sales in China increasing by 8% year-on-year in the quarter ending June, marking the first positive growth since Q3 2022 [1][3] Sales Performance - Since Q3 2022, Apple has only seen one quarter of year-on-year revenue growth in China, with declines reaching as high as 13% in other quarters [3] - In Q1 of this year, Apple was the only major smartphone manufacturer to experience a decline in shipment volume [3] Strategic Adjustments - A turning point occurred in Q2, with iPhone sales rebounding in April, followed by a proactive price adjustment in May, coinciding with the Chinese 618 e-commerce shopping festival, which stimulated consumer demand [3] - The timing of the price adjustment was noted as effective in capturing consumer purchasing windows, as highlighted by Counterpoint analyst Ethan Qi [3] Competitive Positioning - Collaborations with e-commerce platforms have significantly enhanced the price competitiveness of iPhone models, with some models being priced lower than in the U.S. market after receiving subsidies [3] - This strategy is seen as a key signal of Apple's commitment to long-term investment in the Chinese market [3]