New Apple CEO John Ternus Faces Test in China Amid Declining Sales
Analysts watch if Ternus can replicate Tim Cook's 'charm offensive' as Apple battles intensifying competition from Chinese smartphone makers
Quick Look
- Apple's newly appointed CEO John Ternus faces mounting challenges in China, the company's third-largest market, where net sales declined 4% to US$64.4 billion last year following an 8% drop in 2024.
- Analysts question whether Ternus can replicate predecessor Tim Cook's successful 'charm offensives' with Chinese consumers and government ministers as competition from local smartphone makers intensifies.
AI-generated summary
Why It Matters
Apple is the world's second most valuable company. China represents its third-largest market. The company has relied on Tim Cook's personal relationships and 'charm offensives' to navigate the Chinese market. Chinese smartphone competitors have rapidly adopted AI features while Apple Intelligence remains unavailable in China.
The mounting challenges Apple faces in China will test John Ternus, the newly appointed CEO, as analysts watch if he tries to replicate his predecessor Tim Cook's frequent "charm offensives" in the world's largest smartphone market. "I'd like to see if the new CEO can charm Chinese consumers as well as government ministers, just as Tim Cook has," said Bryan Ma, vice-president of client devices research at IDC. Ternus, currently senior vice-president of hardware engineering, will take over the world's second most valuable company amid growing headwinds in China, its third biggest market. Last year, Apple's net sales in what it classifies as Greater China – mainland China, Hong Kong and Taiwan – declined 4 per cent year on year to US$64.4 billion, following an 8 per cent drop in 2024. Intense competition from Chinese smartphone makers, whose handsets have incorporated many artificial intelligence features while Apple Intelligence remains in limbo, has weighed on the US tech giant's performance in the country.
Open Questions
- How will John Ternus approach the Chinese market differently?
- When will Apple Intelligence launch in China?
- Can Apple regain market share from Chinese competitors?
