Apple’s New Move: Joining Xiaohongshu to Strengthen Presence in China

Is Apple really leaving China, or are they sticking around for the long haul? In a surprising move, Apple has officially joined Xiaohongshu, also known as RedNote, a Chinese social media platform often compared to Instagram and Pinterest combined.

This marks a significant push for the tech giant to increase its presence in China, especially with the upcoming launch of the iPhone 17.

Despite increasing efforts to move production out of China and into India amid the looming tariff storm, Apple can’t afford to sever ties with the world’s largest smartphone market. With a massive population of tech-savvy consumers who demand the best in hardware and software, Apple is targeting this audience with its new RedNote account. The company’s verified account went live recently, posting an animated logo and urging users to share their Apple stories. Within hours, it had gathered over 200,000 followers – proof of the platform’s popularity among China’s young and tech-driven users.

Interestingly, Apple did not use the post to tease new products but simply aimed to connect with its audience. RedNote’s rise has also been notable globally, especially in the United States, where TikTok creators have urged fans to join the platform during the ongoing debate over a potential TikTok ban. Despite setbacks, the app has grown significantly over the past year, even catching the attention of major brands like Apple.

This isn’t Apple’s first venture into Chinese social media. The company already runs official accounts on WeChat, Douyin (the Chinese version of TikTok), and Weibo. These platforms have allowed Apple to deepen its engagement with the local market. On Weibo, Apple has two accounts: one run by CEO Tim Cook, which boasts 1.8 million followers, and another dedicated to customer support.

However, with competition intensifying, Apple faces challenges. A government subsidy program introduced in 2023 offers discounts on smartphones under 6,000 yuan ($834), excluding most iPhones. To keep up, Apple slashed iPhone 16 prices by as much as 33% on major e-commerce platforms, which helped boost their revenue by 4.4% in the June quarter. But analysts warn that slowing demand and only modest upgrades in the iPhone 17 could hurt sales in the near future.

As we wait for the iPhone 17 to hit shelves, Apple’s strategy in China seems to be a balancing act – trying to stay relevant while navigating political and market pressures.