Overview
- Authorized brick‑and‑mortar dealers in China have been told not to engage with e‑commerce, social or livestream platforms, including services such as one‑piece and hourly delivery.
- Participants say the directive was delivered in a T1 meeting, with leaked chats and a compliance pledge circulating rather than a formal emailed notice.
- Dealers report that violations could trigger deauthorization, termination of cooperation and liability for related costs.
- The enforcement is already reshaping Double 11 plans for some dealers who had intended to use online channels to boost sales and cash flow.
- The clampdown follows a 3.6% year‑over‑year revenue decline in Greater China in Apple’s fiscal Q4, even as platform promos and a new national phone subsidy increase online price pressure.