Apple(US:AAPL) Zheng Quan Shi Bao Wang·2025-07-29 11:53Core Viewpoint - Apple has decided to close its first retail store in China after 17 years of operation, marking a significant shift in its retail strategy in the region [1][2]. Group 1: Store Closures and Openings - The Apple Store in Dalian, located in the Baijincheng shopping center, will cease operations on August 9, 2023, which is the first closure since the opening of its first store in Beijing in July 2008 [1]. - The closure is attributed to the financial crisis faced by the Baijincheng shopping center, which has seen several well-known retailers exit, including Versus, Coach, and Hugo Boss [2]. - Despite the closure in Dalian, Apple is expanding its presence in China by opening a new store in Shenzhen on August 16, 2023, which will be its third store in the city [2][3]. Group 2: Market Performance and Strategy - Apple's revenue from the Greater China region was reported at $16 billion for the second quarter of the 2025 fiscal year, reflecting a year-on-year decline of 2% [3]. - The overall smartphone market in China saw a shipment volume of 68.96 million units in the second quarter, a decrease of 4.0% year-on-year, with Apple holding a 13.9% market share, ranking fifth [4]. - IDC noted that Apple's shipment volume exceeded expectations, partly due to promotional pricing strategies during the "618" shopping festival [4]. Group 3: Future Outlook - The smartphone market in China is expected to face greater pressure in the second half of the year due to ongoing economic challenges and low consumer confidence [5]. - Despite the anticipated recovery of certain market conditions, the overall demand for smartphones is projected to remain subdued [5].