After a strong recovery for the Apple brand in China at the start of 2024, Apple saw a reversal in the trend from the spring onwards, thanks in particular to promotions on several models.

This increase in sales coincides with several commercial holidays in China, which traditionally offer discounts on various products, including iPhones. This momentum is beneficial for Apple, which generally sees its iPhone sales slow during the summer in anticipation of the new models due in September.

However, there are concerns about the deployment of Apple's artificial intelligence (AI) in the country. Unlike Europe, where Apple has suspended the deployment of certain AI features due to the regulatory environment, the situation in China requires local partnerships. Discussions are underway with the likes of Alibaba and Baidu, but no deals have been struck yet.

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