Tim Cook starts visit amid mixed signals on new iPhone demand

By the Editorial Team · Monday, October 12, 2026

Apple executive chairman Tim Cook visited China for the third time this year to reinforce the company’s commitment to expanding its presence in Guangdong province, a central hub for its manufacturing and supply chain. Despite strong initial sales of the new iPhone 18 Pro series boosting Apple to the top of the Chinese smartphone market, concerns about demand sustainability have emerged as Apple reportedly asked some suppliers to scale back production.

Apple executive chairman Tim Cook has commenced his third visit to China this year, arriving amid mixed signals regarding demand for the company’s latest smartphone models. The trip follows the recent launch of the iPhone 18 Pro series and the iPhone Duo, Apple’s first foldable device, in one of its largest markets.

On Friday, Cook met with Meng Fanli, governor of Guangdong province, a key region for Apple’s manufacturing and supply chain in China. During their meeting, Cook expressed Apple’s intention to expand its presence within the province, particularly in areas such as smart manufacturing and retail channels. He acknowledged Guangdong’s significance to Apple’s growth, highlighting the concentration of the company’s suppliers and ecosystem partners in the area.

Meng welcomed Apple’s commitment to deepen its involvement through innovative products, emerging businesses, and research and development platforms. He also reaffirmed the provincial government’s dedication to maintaining a “first-class business environment” that is international, market-oriented, and governed by the rule of law.

Following these discussions, Cook visited an Apple Store in Guangzhou, where he engaged with local customers and content creators. In a post on the Chinese social media platform Weibo, Cook expressed enthusiasm about his return to China after observing a creator film martial arts content using an iPhone 18 Pro.

This trip marks Cook’s first visit to China since assuming the role of executive chairman last month, handing over the CEO position to John Ternus. Earlier this year, as Apple’s CEO, Cook traveled twice to China. In May, he was part of a business delegation accompanying then U.S. President Donald Trump to meet with Chinese President Xi Jinping. In March, Cook toured Apple stores in Chengdu and Beijing in conjunction with the company’s 50th anniversary celebrations.

The timing of Cook’s visit coincides with the September launch of the iPhone Duo, which is set to go on sale on October 23, as well as the already available iPhone 18 Pro and Pro Max models. Initial sales data indicated strong interest in the Pro line, with first three days sales exceeding the previous year’s iPhone 17 Pro first-week figures by 12 percent, according to Counterpoint Research. This surge elevated Apple to the top position in smartphone sales in China for the week ending September 20.

However, reports from Nikkei Asia last week suggested that Apple had requested some suppliers to reduce production of components for the Pro models, raising questions about whether demand may slow following the initial launch period. The contrast between early sales success and potential production cuts underscores ongoing uncertainty in the Chinese market for Apple’s latest devices.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.