Apple’s Tim Cook kicks off China visit amid mixed signals on new iPhone demand

Apple's executive chairman, Tim Cook, commenced his third visit to China this year in conjunction with the launch of the iPhone 18 Pro series and the foldable iPhone Duo, two significant additions to the tech giant's portfolio. During his visit, Cook met Meng Fanli, the governor of Guangdong province, where he expressed Apple's readiness to broaden its footprint in China, particularly in the realms of smart manufacturing and retail channels.

Guangdong, a critical manufacturing hub for Apple, has historically played a pivotal role in the company's expansion in the region, given its concentration of suppliers, ecosystem partners, and innovative products.

Meng Fanli, during her welcoming remarks, affirmed the provincial government's eagerness to facilitate Apple's deeper involvement through cutting-edge products, emerging businesses, and research and development initiatives. She emphasized the importance of fostering a first-class business environment that is both international and market-oriented, firmly anchored in the principles of law and governance.

The Cook's itinerary included a visit to an Apple Store in Guangzhou, where he engaged with an enthusiastic local audience. He shared his excitement on social media, highlighting the iPhone 18 Pro's capabilities and its application in creative endeavors, such as filming. This marks Cook's return to China after assuming the role of executive chairman, following the handover of the CEO position to John Ternus.

Since his appointment, Cook has already visited China twice this year, previously accompanying then-President Donald Trump during a high-profile business and technology delegation to meet with Chinese President Xi Jinping in May. Prior to his most recent visit, Cook had also toured Apple stores in Chengdu and Beijing as part of the company's 50th-anniversary celebrations in March.

Cook's latest trip to China follows closely on the heels of the September launch of the much-anticipated iPhone Duo, slated for release on October 23, as well as the already available iPhone 18 Pro and Pro Max models. Early indications suggest that the Pro models have been received positively by consumers, with sales of the latest Pro models experiencing a 12% increase during their first three days compared to the entire first week of sales for the iPhone 17 Pro line-up last year.

This surge in sales helped Apple secure the top spot in China's smartphone sales rankings for the week of September 14 to 20, according to Counterpoint Research. However, recent reports from Nikkei Asia suggest that Apple has instructed certain suppliers to scale back production of components for the new Pro models, raising concerns about sustained demand following the initial launch period.