Queueing in front of Apple stores on the day of a new model launch is a familiar ritual. But the long lines that formed in China when the latest iPhones and watches went on sale on Friday are more noteworthy than usual. They spell trouble for the US giant’s local rivals.On the face of it, Apple’s competitors are in a strong position. The launch of the latest iPhone 15 comes at a challenging time for the company in China.
Rival Huawei has just released two 5G-powered handsets, its flagship Mate 60 Pro and the foldable Mate X5. The government is expanding a ban on iPhone use in some agencies and state-owned enterprises. Central government bodies have long recommended employees use locally made devices.
The stakes are high. China accounts for about a fifth of Apple sales. Tensions with the US over technology are a risk. So is the history of Chinese consumers showing patriotic support for domestic brands.