Apple's struggles in China extend to earphones and tablets

Consumers flock to more affordable local brands amid economic malaise

20250312N Apple China

Shipments of many of Apple's mainstay products fell in China last year, while Huawei and other local companies soared. © Reuters

ITSURO FUJINO

BEIJING -- Apple's struggles in China are spreading beyond poor iPhone sales, with shipments of wireless earphones and tablets falling last year as consumers shift to more affordable domestic manufacturers.

While total earphones shipped in China last year reached 72.35 million units, up 5.6% from the previous year, according to U.S. research firm IDC, Apple's earphone shipments declined 31.7%. That saw the U.S. tech giant's market share sink from second place to fourth.

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