Tim Cook, chief executive officer of Apple Inc., arrived at the Apple Developer Academy at Binus University in Tangerang, Banten, Indonesia on Wednesday, April 17, 2024. Bloomberg reported his visit to Singapore as part of his Southeast Asia tour. Cook confirmed his arrival in Singapore in a video posted on his official X account on Thursday. He is expected to meet with both the current and next prime ministers of Singapore during his visit, which will last until Friday. The trip to Singapore follows Apple’s announcement of a $250 million investment in its operations in the country, with plans to create new roles in artificial intelligence. Cook’s tour in Southeast Asia included visits to Vietnam and Indonesia, aiming to generate more interest in the Apple brand and potentially boost regional sales. The company did not immediately respond to inquiries about Cook’s itinerary. Additionally, Apple has launched an online store in Vietnam and is reportedly hiring for its first retail center in Malaysia. The company is seeking to expand its business in Southeast Asia to counter recent challenges, such as a 10% decline in global iPhone shipments in the first quarter and increased competition in China. Cook has also emphasized Southeast Asia as an important manufacturing hub, with efforts to diversify the supply chain beyond China. Vietnam has emerged as a key manufacturing location in this diversification strategy, and Apple is considering manufacturing in Indonesia in the future.
Tim Cook, CEO of Apple Inc., has been on a tour around Southeast Asia, with his recent visit in Singapore following stops in Vietnam and Indonesia. Cook confirmed his arrival in Singapore on his official X (formerly known as Twitter) account, where he also posted a video of him at the Gardens by the Bay tourist attraction. While in Singapore, Cook is set to meet with the city-state’s next prime minister, Lawrence Wong, and incumbent Lee Hsien Loong. Apple has announced plans to invest over $250 million into its operations in Singapore, expanding its workforce and focusing on artificial intelligence roles.
Singapore serves as a regional hub for Apple, with important roles in software, hardware, services, and support. Cook’s visit to Southeast Asia, including Vietnam and Indonesia, is aimed at generating interest in the Apple brand and potentially paving the way for a more aggressive regional sales campaign. The company is also expanding its presence in the region, with the launch of an online Apple Store in Vietnam and plans for its first retail center in Malaysia.
The focus on Southeast Asia comes as Apple faces challenges in China, where global iPhone shipments fell 10% in the first quarter. The region’s phone market, on the other hand, is forecasted to grow 7% year-over-year in 2024, highlighting the potential for increased sales growth. Cook has also emphasized Southeast Asia as an important manufacturing hub for Apple, with efforts to diversify the company’s supply chain beyond China since 2022. Vietnam has already become a key manufacturing location for Apple, and Cook has mentioned that the company will explore manufacturing opportunities in Indonesia as well.
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