Apple Ventures Into Emerging Markets With New Online Store in Vietnam


Apple has broadened its reach in Southeast Asia by launching its online Apple Store in Vietnam. This initiative will enable Vietnamese customers to shop directly for Apple products from the site, enabling doorstep delivery nationwide. Additionally, the launch is set to bolster Apple’s ‘China+1’ strategy, strengthening Vietnam’s growing importance in Apple’s manufacturing operations.

A New Way to Shop: Apple Store Online Launches in Vietnam

Apple’s latest foray into the Vietnamese market promises to enhance customer experience by offering personalized and customized purchases. Customers can now interact with experts for advice on their purchases and personalize products like the iPad, AirTag, AirPods, and the Apple Pencil with text, numbers, and emojis. Moreover, the company has introduced its trade-in program in Vietnam, offering up to 24 months of financing options for various products through a local digital wallet, MoMo.
“Customers are always at the center of everything we do, and we’re thrilled to bring the Apple Store online to Vietnam,” stated Deirdre O’Brien, Apple’s senior vice president of Retail.

Apple’s Continued Global Retail Expansion

Apple’s new online store launch in Vietnam comes on the heels of its first retail stores in India, Mumbai, and New Delhi. These ventures are part of Apple’s strategic expansion to extend its retail presence across multiple countries. The tech giant continues aggressively expanding into burgeoning markets to secure a foothold in emerging economies worldwide.

Big Picture: Vietnam’s Role in Apple’s ‘China+1’ Strategy

The launch of the Apple Store online in Vietnam isn’t solely about retail expansion; it also indicates the country’s growing significance in Apple’s manufacturing strategy. As Apple moves to shift its manufacturing operations away from China, Vietnam has emerged as a prime location.
Foxconn, Apple’s long-time device manufacturer, recently signed a multi-decade lease for a plot in Vietnam to ramp up production. Apple already manufactures devices like AirPods and Apple Watches in Vietnam, and there are plans to start MacBook production in the country this year. Other manufacturers are investing millions of dollars in establishing new production sites in Vietnam, reinforcing the country’s role in global tech manufacturing.


Apple’s move to launch its online store in Vietnam and increase manufacturing operations in the country is part of a more significant strategic shift in terms of its retail expansion and manufacturing diversification. With a growing digital economy and strategic location, Vietnam is positioning itself as a strong contender in the tech landscape. This move by Apple further illustrates the country’s appeal to multinational tech giants seeking alternatives to their China-centric manufacturing and market strategies.

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