CEO Tim Cook pushes Apple’s China strategy as iPhone Air becomes instant hit

Apple's latest release, the iPhone Air, has quickly garnered immense popularity in China, selling out in mere minutes after its launch on Friday. This remarkable feat comes despite the ongoing trade tensions between the United States and China. The sleek new model, which exclusively utilizes e-SIM technology, became available for purchase at 9 AM local time, more than a month after its initial global unveiling. Reports indicate that physical stores in major cities such as Beijing, Shanghai, and Tianjin experienced immediate stock shortages, while online shoppers now face delays of one to two weeks for their orders. This enthusiastic reception underscores Apple's sustained appeal among Chinese consumers, even as local competitors like Huawei and Xiaomi ramp up their efforts in the premium smartphone segment. The iPhone Air's launch coincided with Apple CEO Tim Cook's second visit to China this year, where he engaged with prominent government officials and business leaders. Cook, who holds a position on the advisory board at Tsinghua University’s School of Economics and Management, used this opportunity to bolster Apple's longstanding relationship with the Chinese market. During his visit, Cook met with Chinese Vice-Premier He Lifeng, who oversees trade discussions with the U.S., and Commerce Minister Wang Wentao. Their discussions revolved around enhancing bilateral trade, ensuring Apple's growth in China, and fostering collaboration on initiatives aimed at high-quality development. Reiterating Apple’s dedication to the Chinese market, Cook emphasized the necessity of cooperation between the two nations for global economic advancement, as noted in a statement from China’s commerce ministry. Beyond diplomatic efforts, he announced new partnerships intended to broaden Apple’s presence in China’s innovation and research sectors. In a post on Weibo, Cook disclosed a collaboration with Beijing’s Anzhen Hospital, a leader in cardiology research, to investigate ways Apple Watch users in China can improve their heart health monitoring. Additionally, he committed to donating to Tsinghua University to support environmental education and sustainability projects, aligning with Apple’s mission to nurture future environmental leaders. Despite the iPhone Air's successful debut, Apple continues to navigate a highly competitive landscape in China, where the smartphone market has contracted by 3 percent year-on-year as of Q3 2025. Current industry reports indicate that Vivo leads the market with an 18 percent share, followed closely by Huawei at 16 percent and Apple at 15 percent, with Xiaomi and Oppo trailing.