The mounting challenges Apple faces in China will test John Ternus, the newly appointed CEO, as analysts watch if he tries to replicate his predecessor Tim Cook’s frequent “charm offensives” in the world’s largest smartphone market.

“I’d like to see if the new CEO can charm Chinese consumers as well as government ministers, just as Tim Cook has,” said Bryan Ma, vice-president of client devices research at IDC.

Apple announced on Tuesday that Ternus, 50, would be the new CEO effective September 1 this year, while Cook would become executive chairman of the board of directors. In a note on Tuesday, IDC said the transition marked “the most consequential leadership change in consumer technology in years”.

Ternus, currently senior vice-president of hardware engineering, will take over the world’s second most valuable company amid growing headwinds in China, its third biggest market.

Last year, Apple’s net sales in what it classifies as Greater China – mainland China, Hong Kong and Taiwan – declined 4 per cent year on year to US$64.4 billion, following an 8 per cent drop in 2024.

Intense competition from Chinese smartphone makers , whose handsets have incorporated many artificial intelligence features while Apple Intelligence remains in limbo, has weighed on the US tech giant ’s performance in the country.