Cook points to ‘fiscal stimulus’ after Apple suffers steepest China sales decline in a year

Key Points

  • Apple reported an 11.1% drop in China sales for the December quarter, marking the sixth consecutive quarter of declines.
  • Apple Intelligence's absence in China has affected sales, with plans to release a simplified Chinese version in April.
  • Apple is navigating regulatory processes in China and seeking a local AI partner for integration.
  • Misreading demand led to a "channel inventory" issue, contributing to half of the revenue decline in China.
  • A national subsidy program in China could potentially reduce the cost of some Apple products.

Summary

Apple's CEO, Tim Cook, addressed the company's performance in China during the December quarter earnings call, revealing an 11.1% drop in sales, marking the sixth straight quarter of declines in this key market. The decline was attributed to several factors, including the absence of Apple Intelligence in China, which has been shown to boost iPhone sales in markets where it's available. Apple plans to introduce a simplified Chinese version of its AI software in April, although this does not confirm a full launch in China due to ongoing regulatory processes. Cook also highlighted the company's misjudgment of demand, leading to an inventory issue that accounted for half of the revenue drop. Additionally, Apple is exploring partnerships with local AI companies to enhance its offerings in China, similar to its collaboration with OpenAI in the U.S. The Chinese government's recent introduction of a national subsidy program might help reduce the cost of some Apple products, potentially stimulating sales. However, high-end models like Apple's Pro phones are not eligible for this subsidy.

cnbc
January 31, 2025
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