Apple(US:AAPL) 3 6 Ke·2025-10-14 10:41Core Insights - Apple's CEO Tim Cook's live stream on Douyin marks a significant shift in the company's strategy in the Chinese market, indicating a response to unprecedented growth pressures despite its status as a leading tech giant [1][4] Group 1: Market Performance - In Q2 2024, Apple's revenue reached $90.8 billion with a net profit of $24.1 billion, yet its market share in China's smartphone sector fell to 15%, down 8 percentage points year-on-year, with iPhone shipments declining over 20%, the largest drop in five years [2] - Domestic brands like Huawei, Vivo, and Honor have surpassed Apple in market share, driven by rapid technological advancements and improved user experiences [2] Group 2: Consumer Behavior and Economic Factors - The macroeconomic environment has dampened high-end consumer spending, with a notable increase in sales of smartphones priced below 3000 yuan, while those above 5000 yuan saw only an 8% increase [3] - Geopolitical tensions and the push for domestic alternatives have further complicated Apple's position in China, leading to a potential emotional disconnect with consumers [3] Group 3: Strategic Shift - Apple's traditional sales channels have become less effective, prompting a need to adapt to the rise of live commerce, which has seen significant growth in China, with a market size exceeding 4.9 trillion yuan [4] - The live stream approach is not about discounting but about building trust and reinforcing product value perception through direct engagement with consumers [5] Group 4: Future Directions - The live stream serves as a precursor to Apple's deeper engagement in content commerce, with plans for more localized operations and potential collaborations with popular influencers [6] - Challenges remain in balancing brand prestige with commercial strategies, as well as managing potential public relations issues during live events [6]