Judging by the volume of online chatter, there's a lot less buzz in China ahead of this week's expected launch of the new Apple iPhone, and people on the street say they're more likely to "wait and see" what the latest device offers than rush out to buy.
Posts on China's popular Sina Weibo microblogging site show the iPhone 6, which took China by storm in 2014 with its new, larger screen, attracted around 15 times more comments in the month before launch than this year's model.
The muted online anticipation for the iPhone 7 underlines the challenge Apple faces to revive growth in China, where an economic slowdown has slammed the brakes on what was once touted as the firm's next big growth engine.
Apple's Greater China sales dropped by a third in April-June, albeit after more than doubling a year earlier, and revenue was down by more than a quarter to $US8.8 billion ($A11.5 billion) - around a fifth of its total sales.
Its 7.8 per cent market share ranked fifth in China, trailing local vendors Huawei, OPPO and Vivo, which together accounted for 47 per cent, according to IDC data.
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Beijing student Wang Yue, 23, said she was in no hurry to buy an iPhone 7. "I'm looking forward to the launch, but I won't rush to buy anything," Wang, who uses an iPhone 6S that was launched last year, said. "I want to know what new functions it's got. My feeling is there are no real major changes from the 6S, so I think I'll hold off for a while."
Apple is widely anticipated to unveil the new iPhone 7 at an event in San Francisco on Wednesday. The company, which doesn't give a regional breakdown for its iPhone sales, didn't respond to requests for comment.
"The word among consumers is the updates are not going to be revolutionary, but smaller changes," said Ben Cavender, Shanghai-based director at China Market Research Group, who described current consumer interest in China as "muted".
