库克也要直播带货，中国市场的诱惑太大

Core Insights - Apple's CEO Tim Cook made a live appearance in a Chinese livestream to promote the iPhone Air, which is positioned as the "thinnest phone ever" aimed at attracting younger consumers [2][4] - The Chinese live commerce market has surpassed 4.9 trillion yuan, accounting for 25% of total online retail sales, indicating its significance as a marketing platform [2] - The live stream aimed to create a connection with Chinese consumers, emphasizing Apple's role as a "creativity enabler" rather than just a hardware provider [5][8] Market Strategy - Apple previously entered Douyin's marketplace in August 2024 but lacked impactful engagement; Cook's presence is intended to generate excitement [3] - The iPhone Air's exclusive support for eSIM has raised concerns among Chinese users, who prefer physical SIM cards, highlighting a potential mismatch with local preferences [5] - Cook's efforts to engage with local culture, such as visiting Pop Mart and customizing toys, aim to resonate with younger audiences and enhance brand connection [5] Competitive Landscape - There are speculations that Apple aims to capture 30% of potential upgrade users through this livestream, especially in light of the upcoming Huawei Mate 70 series [6] - Following the livestream, there was a significant increase in search volume and reservations for the iPhone Air within 48 hours, indicating positive initial consumer interest [7] - Apple's ongoing challenges include competition from domestic brands and the need for innovation to meet consumer expectations, especially as Cook approaches retirement [8]