Tomahawk, WI 11/07/2013 (BasicsMedia) – Despite late entry into the China’s smartphone market with its latest iPhone line, Apple Inc. (NASDAQ:AAPL) captured the fifth position in the third quarter ending Sept. 30. The Cupertino-based company effectively jumped past Xiaomi Corp and ZTE Corp in smartphone sales.

Apple included China in its latest iPhone’s debut and sales began on Sept. 20, thus meaning that its encouraging figures came in no more than 10 days of trading in the world’s largest smartphone market.

The global debut of Apple’s smartphones has proven quite rewarding as the U.S. tech giant has been able to push up its sales as indicated in the most recent quarter.

Apple gains 1% in three months

In the second quarter Apple’s smartphone market share in China was at 5%, earning it the seventh position in the market. However, three months later, its shipments to the market rose 32% from the previous year and earned it 6% of the Asian nation’s market share in the three months ending Sept. With 6% of the smartphone market, Apple is now ranked fifth in China.

Apple’s successful China foray was helped by its largely successful global launch of the new iPhone which saw the China’s market catch the wave. This resulted into a huge sales impact in just a little over a week after the launch.

The new rise of Apple devices in China is a huge welcome considering that the company has been losing its traction in this market lately as competitors up their game and new firms emerge with low cost devices.  In the third quarter of 2012, Apple lost its 8% stake of the devices market in China.

The sale of Apple’s iPhone 5S and its low cost brother iPhone 5C began in China more than three months after their U.S release. So far, Samsung Electronics maintains the lead in smartphone shipment in China. The company holds a strong 21% of the smartphone market share.

Moving up is possible but challenging for Apple

Now that China has once again shown its love of the Apple devices as indicated by the latest market figures which reveal growth in market share in Q3, the Cupertino-base tech giant should now avoid sliding down while working to scale up its market share. It is not going to be easy to move up, but it’s also not impossible.

With China responding well for iPhones, other global markets should also help Apple improve its profits which have not been very attractive in recent times. Pushing up sales in more global markets and cutting down on cost are prescription which Apple must now acquire to reverse the recent slump in its profits which has also weaken its share valuation on the browsers. Apple’s stock has plunged more than 25% from its peak price in Sept 2012. The stock now trades around $520 per share.


Apple is not short of devices which the world loves. But it should now move with speed to capture the global market with its fresh-from-the-kitchen devices such as iPad Air and the iPhones 5C and 5S. Moreover, the Cupertino-based company should work on scaling down its operation costs so as to improve its bottom line.

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