Apple Joins RedNote to Amplify Spotlight on iPhone 17 launch

Apple has expanded its social media presence in China, opening an official account on Xiaohongshu better known internationally as RedNote, just weeks before the iPhone 17 launch. The move was first reported by the South China Morning Post.

From Threads to RedNote

Earlier this summer, Apple quietly appeared on Threads, Meta’s rival to X, though activity there has remained sparse. Its arrival on RedNote, by contrast, looks like a far more deliberate step. Unlike TikTok, which remains unavailable in China, RedNote operates internationally and lets Chinese users share content to a global audience without needing parallel apps.

The platform also supports international phone numbers and Apple’s own “Sign in with Apple” system, lowering barriers that often make Western platforms harder to navigate inside China. That may explain why Apple chose it over more localized competitors.

RedNote’s Rise in Popularity

RedNote saw a sharp boost in early 2025, when TikTok faced a temporary ban in the United States and users turned to alternatives. Riding that wave, the service grew rapidly outside its core Chinese base. Apple’s presence appears to be gaining traction quickly: within three days of going live, its account had already drawn more than 200,000 followers. Unlike its mostly dormant account on X, Apple is posting content actively on RedNote.

Apple’s Social Media Play in China

Apple has long maintained a presence on Weibo, including a personal account for Tim Cook, but its RedNote debut signals a different approach. Because RedNote operates globally, the company can use it to connect with both Chinese consumers and international audiences in a single feed, something not possible on most Chinese platforms.

What to Expect at the Launch

The timing is unlikely to be coincidental. Apple is preparing to unveil the iPhone 17 lineup next month, including the standard model, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The event is also expected to bring new Apple Watch hardware, with Series 11 and Ultra 3 updates, along with the long-rumored AirPods Pro 3.

How much Apple’s RedNote presence will influence consumer sentiment remains to be seen, but it underscores how seriously the company is treating both social reach and the Chinese market heading into a major product cycle.

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