iPhone 6 launch: Purchase preference for Apple versus Xiaomi has crumbled in China since June

The likelihood among Chinese consumers to purchase an iPhone has fallen compared to the desire to buy a cheaper Xiaomi smartphone over the last two months – a trend that will worry Apple on the day it is to launch the iPhone 6.

Research from YouGov found while Chinese consumers said they were far more likely to buy an iPhone than a Xiaomi phone in June, by the end of August that trend had evaporated. Now Chinese consumers are slightly more likely to buy a Xiaomi phone.

Source: YouGov

Source: YouGov

Apple launched its iPhone 6 via a live event, and also unveiled its iWatch. Ads for its new phones and iWatch can be seen here.

“Although there is tremendous excitement around the launch of the iPhone 6 in China, the real question is whether or not iPhone will be able to maintain leadership in the face of heated competition from the likes of Xiaomi,” said Colin Marson, YouGov’s co-CEO for Asia. “Our BrandIndex daily tracking has seen Xiaomi take the lead from iPhone in the past month in terms of purchase intent.”

“In some ways, Apple has fallen behind the curb as many of their competitors have already come to market with wearable tech, a product Apple is only rumoured to be releasing now. It will be interesting to see how the iPhone 6 launch event affects interest and purchase intent over the coming weeks as the company battles for market share,” said Stephen Tracy, regional insight and analytics lead, APAC, for PR firm Waggener Edstrom.

However, the willingness to buy an iPhone 6 remains high in China, even though the product is rumoured to cost between US$990 and US$1,300 – a much higher price point than rivals. The desire to purchase the iPhone 6 at the expected premium price point is twice as high among existing iPhone 5 users versus owners of other smartphones.

Willingness to spend on iPhone

Source: YouGov


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