Actually, he's in China ineffectively from the perspective of increasing market share. There was a forum member on a different thread a week or two ago who explained that it's not that the iPhone itself that's lost appeal but how poorly Apple's services work in China. I don't remember exactly what he or she said but apparently email does not work well on an iPhone there among other necessary functions we take for granted as working well here.Tim cook is in china a little to much.
And my discussions with another Chinese forum member show it is just about impossible for freedom loving Americans (though my mom is an Asian immigrant) to grasp how different the Chinese mindset is and how they actually embrace their system of collective identity that we shudder away from. So it is very important for Tim to actually invest more in hiring native Chinese to oversee anything Apple is doing over there.
He seemed to think throwing billions into Didi and investing so much in facilities and jobs would signal a commitment to China that would yield some return loyalty or some form of reciprocity. At least that's the way it seems to me from what he's said--I am not his psychic friend so I don't know for sure that's what he was thinking.
At any rate investing in their factories and their ride share businesses means nothing to them. It might mean something to their government but it means nothing to consumers. Consumers want a product that is a good value for their money and works well with whatever needs they have specific to their culture. Clearly, Apple hasn't provided that in China.
Tim himself as a mouthpiece for Apple does speak as though he is more bullish on China than he is on the USA. I find that a bit off putting, personally, but again, I'm not completely sure what he actually thinks so I will just keep on buying Apple products as long as they meet my needs well.