Apple CEO Cook Stirs Up Guessing Firestorm 苹果CEO库克低调访华意欲何为？

By newsdoug on March 28, 2012

I’ve been quite amused by the flood of articles coming out these last few days guessing at the mission behind the low-key visit to China by Tim Cook, who replaced Steve Jobs as Apple’s (Nasdaq: AAPL) CEO shortly before Jobs’ death last year. The trip is Cook’s first to China since he took the helm at the world’s biggest technology company, and follows another low-profile visit last year when he was still chief operating officer and was spotted at the offices of China Mobile (HKEx: 941; NYSE: CHL). (previous post) So what exactly is Cook up to this time around? Different media are all playing the guessing game to try and figure it out. The few certain facts include his visit to a Beijing Apple store, where Cook was spotted and photographed, as well visits to China’s 3 wireless carriers, China Mobile, China Unicom (HKEx: 762; NYSE: CHU) and China Telecom (HKEx: 728; NYSE: CHA). Cook is also paying a visit on Beijing’s mayor, but that’s where the certainty ends. Reuters, my former employer, is saying that Cook is on a mission to try to sort through some of Apple’s recent headaches in China, including labor issues at some of its manufacturing partner and an ongoing trademark dispute over the iPad name. (English article) Bloomberg, meanwhile, is putting a more positive spin on its guess, focusing on Apple’s plans to invest further in China, its second largest market. Bloomberg’s report points out that Apple currently has a relatively modest 5 retail stores in China — far less than it was aiming for by this time in an earlier interview. (English article) Meantime, the Chinese tech website operated by NetEase (Nasdaq: NTES) is covering all the bases, leading off with an investment story and Cook’s many meetings, while also giving smaller play to the trademark dispute. (Chinese article) The rival tech news website operated by Sina (Nasdaq: SINA) also has all the bases covered, though it has kicked off its Cook-fest with speculation that the trademark dispute is the main focus of his trip. Since everyone else is weighing in with their guesses, I don’t mind also getting in my own view, which is that Cook is here to focus on big picture issues such as expansion of the company’s store and distribution networks. That means the smaller things, like the trademark dispute and image problems due to labor issues, are probably very low on his agenda, and are being left for the company’s public relations department to handle. One topic that nobody has mentioned, which should be near the top of Cook’s agenda, is Apple’s desire to sign a deal with China Mobile, the country’s largest mobile carrier with two-thirds of the market and the only one of China’s 3 telcos without a formal iPhone deal. Such a deal has been elusive so far since China Mobile’s 3G network uses a homegrown technology, meaning Apple would have to develop a new iPhone model just for China Mobile. Still, China Mobile’s 650 million subscribers must look very attractive to Apple and should be worth the investment. And with the retirement last week of China Mobile’s long-serving Chairman Wang Jianzhou (previous post), who was unable to reach an iPhone deal in earlier talks, perhaps Apple and China Mobile could finally reach a deal with the company’s newer, more aggressive leadership.

Bottom line: Apple CEO Tim Cook’s visit to China is focused on big picture issues, including the sealing of an elusive iPhone tie-up with leading mobile carrier China Mobile.

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