In early November 2025, Apple China sent out a notification to its authorized distributors. The notice mandated that all offline authorized distributors should refrain from collaborating with any e - commerce platforms. Moreover, it strictly prohibited them from displaying, promoting, or selling Apple products on online platforms, which encompass e - commerce sites, social media platforms, and live - streaming channels. This ban also extended to services like 'One - Piece Delivery' and 'Hourly Delivery'.

An individual with inside knowledge at Apple explained that this strategic move is primarily aimed at preventing distributors from getting involved in 'inter - regional distribution'. In Western business contexts, ensuring products are distributed within designated regions helps maintain market order and service quality. In China, similar principles apply. By curbing inter - regional distribution, Apple wants to guarantee standardized supply sources. This is not about undermining the distributors' pricing power. Instead, the company aims to steer consumers towards official channels. This way, Apple can ensure that customers have a consistent and high - quality shopping experience, just as consumers in other well - regulated markets expect.