A Glimpse at How Apple Is Localizing Its Message in China


Apple is in expansion mode in China: It’s opening five stores in the five weeks leading up to Feb. 19’s Lunar New Year, the most important holiday on China’s calendar.

And while for a time it seemed Apple and its iPhones might go out of vogue here, now that China is producing its own high-quality smartphones and electronics, last week’s earnings announcement proved Apple is growing big-time. Quarterly revenue was up 70% in China, Hong Kong and Taiwan year-on-year on strong iPhone 6 sales.

Apple bested all other smartphone brands in the fourth quarter in China, according to research firm Canalys. It just appeared as the top luxury brand for gifting in a survey by the Hurun Research Institute, which keeps tabs on China’s rich.

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