Apple Jing’an opened in Shanghai on March 21, 2024, as Apple faced a reported early-year iPhone sales decline in China. The store was a major new retail presence, but the available reporting does not show that it reversed the decline or increased sales.
What happened when Apple Jing’an opened?
Apple announced on March 18, 2024, that its new store near Jing’an Temple and Jing’an Park would welcome customers three days later. Apple called it the company’s eighth store in Shanghai and said its team numbered 150. The Shanghai Municipal Government placed it on West Nanjing Road in Jing’an district.
The municipal government reported 3,835 square meters of floor space and investment of more than 83.4 million yuan ($11.6 million). It described Apple Jing’an as Apple’s second-largest flagship store, after the Fifth Avenue location in New York; those size and investment figures are the government’s reported figures.
The store was designed for more than product display. Apple described a public plaza, a Forum for free Today at Apple sessions, a Boardroom for business advice and training, and an Apple Pickup station. Staff could assist customers with setup, support, switching to iOS, trade-in and financing. Apple said the store displayed the iPhone 15 lineup, MacBook Air models with M3, and Apple Watch products. That is a description of the opening-period display, not a statement about Apple’s current lineup.
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What did the sales figures show?
A March 12, 2024, report from the Shanghai Municipal Government, citing a March 5 Counterpoint Research report, said iPhone sales fell 24% year over year in China during the first six weeks of 2024. It also reported that Huawei smartphone unit shipments rose 64% over the same period.
| Measure | Reported change | Period and attribution |
|---|---|---|
| iPhone sales in China | Down 24% year over year | First six weeks of 2024; Counterpoint Research, as cited by the Shanghai Municipal Government |
| Huawei smartphone unit shipments | Up 64% year over year | First six weeks of 2024; Counterpoint Research, as cited by the Shanghai Municipal Government |
These are not identical measures: one figure refers to iPhone sales and the other to Huawei smartphone unit shipments. Both figures describe China and the same six-week period, but they should not be treated as a direct like-for-like comparison of the same metric. The attribution is also indirect: the municipal report cites Counterpoint, rather than being Counterpoint’s own publication.
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Could the store help Apple compete with Huawei?
A prominent store can give customers a place to see devices, get help, collect online orders and attend free sessions. Apple Jing’an’s size and service offerings show the company made a substantial retail investment in Shanghai. They do not, by themselves, establish how many additional iPhones it sold or whether customers switched from Huawei.
The store opening and the reported sales decline were part of the same business context, not evidence of cause and effect. The available reports do not measure Apple Jing’an’s sales or establish that it produced a recovery.
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How does later China revenue context fit?
The Associated Press reported on January 30, 2025, that Apple’s total revenue in China was $18.5 billion, down 11% year over year, in the October–December 2024 quarter. That is regional revenue across Apple’s business, not an iPhone-only sales figure, and it covers a different period from Counterpoint’s first-six-weeks-2024 comparison. AP also reported that Apple Intelligence was not yet available in China at that time.
The later revenue figure offers broader context about Apple’s China business, but it cannot be used as a measure of Apple Jing’an’s impact or as a direct continuation of the earlier iPhone sales statistic.
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Sources
- Apple Newsroom, March 18, 2024, on the opening, store features, products, team and Apple’s description of the location.
- Shanghai Municipal Government, March 12, 2024, on the location, size and investment, and its account of the Counterpoint-attributed market figures.
- Associated Press, January 30, 2025, on Apple’s October–December 2024 China revenue and Apple Intelligence availability in China at that time.
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