Apple makes a big move in China.

Apple launches new service to retain customers. Photo: Bloomberg .

Apple has just launched a free 3-hour delivery program in mainland China, a move that shows the American tech giant is increasing its efforts to protect its market share against growing competition from Huawei and Xiaomi.

Customers in some test cities can receive products such as iPhones, iPads, Apple Watches, MacBook Pros, MacBook Airs, and AirPods within 3 hours of ordering, provided the items are in stock. For other products, Apple still charges 45 yuan ( US$6.40 ) for expedited delivery. This is the fee the company typically charges in the Chinese market, where express delivery has been available since 2022.

Simultaneously, many Apple retail stores in China have partnered with Meituan to offer under-hour delivery for orders placed on the platform. This collaboration allows Apple to reach a customer base accustomed to fast delivery, a crucial competitive advantage in the Chinese electronics retail industry.

This latest move is part of Apple's strategy to strengthen its presence in the face of the strong rise of domestic brands. Huawei has recently been attracting attention with its high-end products, including the Mate 80 series launched at the end of November, which features a processor developed in-house. Huawei's return to the high-end segment intensifies the race for market share in China.

Apple is currently facing declining sales in mainland China. In the third quarter of 2025, revenue from mainland China decreased by 4% compared to the same period last year. The company attributed this decline primarily to "supply constraints."

The high-end smartphone segment in China is fiercely competitive. Photo: Bloomberg .

Nevertheless, CEO Tim Cook expressed optimism. He stated that customer traffic to Apple stores in China has increased significantly compared to last year, and the iPhone 17 series has been well-received by consumers. Cook expects sales to return to growth in the current quarter.

Data from Counterpoint Research reinforces this observation. According to their data, iPhone sales in China in October increased 37% year-on-year, largely thanks to the appeal of the iPhone 17 series. iPhones accounted for approximately 25% of all smartphones sold that month, giving Apple its highest domestic market share since 2022, a time when the company faced less competition in the premium segment.

By expanding its free express delivery service and strengthening partnerships with local platforms, the iPhone manufacturer expects to improve the shopping experience, retain its high-end customer base, and maintain a competitive edge in the billion-person market.

Source: https://znews.vn/apple-choi-lon-tai-trung-quoc-post1610585.html