Chongqing - Apple has opened an official flagship store on Douyin Mall, the e-commerce arm of TikTok's Chinese version. Analysts say the move reflects both pressure and opportunity in the world's largest smartphone market. 

The announcement came just ahead of Tuesday's global launch of the iPhone 17 series.

The official Apple Store flagship store launched in Douyin Mall on August 29, 2025. (Photo/Douyin)

The partnership means Chinese consumers will be able to purchase Apple's latest products, including iPhones, Apple Watches, and AirPods, directly through Douyin, which boasts over 1 billion daily active users. It is only the second time Apple has authorized a major third-party platform in China after Tmall in 2014.

The shift follows a period of declining performance for Apple in China. According to data from Canalys, a leading global technology market analyst, iPhone shipments in the Chinese mainland fell 17% in 2024, the steepest drop among the country's top five smartphone vendors. In the second quarter of 2025, Apple's market share slipped to 13.9%, ranking fifth. Earlier this year, Apple also closed a retail store in Dalian, Liaoning Province, marking its first closure on the Chinese mainland.

For Apple, Douyin offers more than just an additional sales channel. The platform has become a dominant force in Chinese retail, combining short videos, livestreaming, and integrated shopping to drive sales. 

Douyin says its "New Product Day" campaigns in 2024 and early 2025 supported over 200 product launches, generated nearly 5 billion yuan ($702 million) in gross merchandise value, and reached more than 100 million consumers.

Examples from other industries underscore the platform's influence. Huawei executive Richard Yu attracted over 10 million followers on Douyin within months, using livestreams to promote cars and smart devices. Local dairy brand Xiqiang achieved sales of more than 5.2 million yuan ($717,000) during a five-day Douyin campaign, while automakers including Changan and AION have leveraged influencers and livestreaming to boost new vehicle orders.

Industry observers note that Apple's joining Douyin is both a response to mounting competition and a way to connect with younger buyers. "Apple's flagship store on Douyin is significant," one analyst said, adding that it helps the company capture demand for high-value electronics on platforms already reshaping Chinese consumer behavior.

Apple held its autumn new product launch on September 10, with the products drawing significant attention from both the industry and consumers. The iPhone Air is the thinnest iPhone to date, while the iPhone 17 series has been widely praised by Chinese consumers as "offering more without a price increase." As of 10:00 a.m., Beijing Time on September 12, pre-orders for the iPhone 17 series on the Chinese e-commerce platform JD.com have exceeded 6.868 million.