Apple doubles down on China as COO Sabih Khan reaffirms long-term investment plans

Apple

Apple has reaffirmed its long-term commitment to China, with Chief Operating Officer Sabih Khan telling senior Chinese officials that the company plans to continue investing heavily in the country despite broader geopolitical and supply chain shifts.

According to a statement released by China’s Ministry of Commerce, Khan made the remarks during a meeting with Li Chenggang, China’s International Trade Negotiator and Vice Minister of Commerce. Khan, who recently took over as Apple’s COO following the retirement of Jeff Williams, praised the strength and depth of China’s manufacturing ecosystem and highlighted Apple’s long-standing relationship with local partners.

In comments translated from the ministry’s report, Khan said Apple “highly appreciates the capabilities and potential of China’s supply chain” and described the relationship between Apple and its Chinese partners as “mutually beneficial and symbiotic.” He added that Apple would continue to pursue long-term development in China while steadily increasing investment across areas including supply chain operations, research and development, and social welfare initiatives.

The executive also said Apple would stick to a development path centred on intelligent manufacturing, sustainability, and deeper integration with local partners, with the goal of achieving what he described as “mutual benefit and win-win outcomes.”

Khan’s remarks follow a visit to China earlier this year by Apple CEO Tim Cook, who similarly sought to reassure Beijing that Apple remained committed to the market. Cook’s trip came at a sensitive moment, as Apple recorded a rebound in iPhone sales in China while simultaneously accelerating efforts to diversify parts of its supply chain, particularly toward India.

China continues to play a central role in Apple’s business. In the company’s most recent fiscal quarter, Greater China accounted for roughly 14 percent of Apple’s total revenue. The country also remains the backbone of Apple’s global manufacturing and assembly operations, even as the company shifts some production of U.S.-bound devices to other regions to reduce geopolitical and operational risk.

Apple’s public messaging reflects a careful balancing act. On one hand, it is under pressure from Washington to reduce dependence on China. On the other, China remains critical to Apple’s scale, efficiency, and profitability in a way few other regions can currently match.