Apple CEO Tim Cook Visits China: Receives Custom LABUBU Doll and Hosts First Livestream Sales Event
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On October 13, 2025, Apple CEO Tim Cook kicked off his visit to China, starting with a stop at the THE MONSTERS 10th Anniversary Exhibition in Shanghai. There, ...
On October 13, 2025, Apple CEO Tim Cook kicked off his visit to China, starting with a stop at the THE MONSTERS 10th Anniversary Exhibition in Shanghai. There, he interacted with Pop Mart founder Wang Ning and LABUBU designer Long Jiasheng, and was presented with a custom LABUBU doll holding an iPhone.
That evening, Cook made a surprise appearance in a Douyin (TikTok) Apple Store livestream, marking his first-ever livestream sales event targeting Chinese consumers. During the stream, he announced that the iPhone Air would be available for pre-order on October 17, and officially go on sale on October 22.
The exhibition, part of LABUBU’s 10th anniversary global tour, featured a collection of original sketches and various collectible figures designed by Long Jiasheng. During their interaction, Long showcased the fusion of technology and trendy toys by using an iPad Pro to sketch a portrait of LABUBU alongside Cook.
Cook’s visit underscores Apple’s growing attention to Chinese local cultural IPs, as well as the increasing global influence of LABUBU, a Chinese original design. Notably, the iPhone Air is Apple’s first model that exclusively supports eSIM technology. Its launch was made possible by significant advancements in China’s telecommunications sector. On October 13, China’s three major carriers—China Mobile, China Unicom, and China Telecom—were granted approval to begin commercial trials for eSIM-enabled phones, paving the way for the iPhone Air's release.
Featuring an ultra-light design, the iPhone Air has a starting price of USD 1,126, and its pre-sale on telecom platforms has already attracted tens of thousands of reservations.
Through a combination of cultural engagement and livestream sales, Cook’s visit reflects Apple’s strategic push to strengthen its emotional connection with the Chinese market. It also highlights the role of eSIM technology in the rollout of its new product, further demonstrating Apple’s commitment to deepening its presence in China.
Source：Jiemian
