What’s trending?

Chinese social media users seemed more interested in making jokes about the new Apple products than actually buying them after the company announced its 4th major online event this year will be held on Nov 11.

What’s the story?

Following the Apple Worldwide Developers Conference in June, the release of new iPads in September and the launch of new iPhones in October, Apple announced its latest event, “One More Thing,” will be held at 2 am Beijing time on November 11, which also happens to be the date of China’s annual online shopping bonanza.

It is reported that Apple will unveil a new Mac equipped with the company’s first self-developed chip at the event, as well new AirTags which help people find lost objects, and new wireless AirPod headphones.

What are people saying online?

Despite the trending hashtag being viewed more than 260 million times in China, social media users seem less than impressed. People say they are not looking forward to the forthcoming event in the way they did others earlier in the year and feel four online events in a year is too many. “You seem to want to hold a conference every day, so troublesome,” reads one comment.

Some drew attention to the fact the event falls on the same day as China’s famous online shopping day. “Does Apple want to celebrate Double 11 too?” reads one comment. Another recalls Apple’s controversial decision to sell iPhone12s without power adapters, “I guess this conference is to sell adapters.”

Editor Marcus Ryder (marcusryder@caixin.com)