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Summary:

A new Morgan Stanley survey found that Apple is the most desirable brand of computer in China right now, beating out local heavyweight Lenovo. China became the biggest buyer of personal computers as of August, according to IDC, so that’s great news for Apple.

An Apple store in China.

An Apple store in China

A new Morgan Stanley survey (via AppleInsider) found that Apple is the most desirable brand of computer in China right now, beating out local heavyweight Lenovo. China became the biggest buyer of personal computers as of August, according to IDC, so that’s great news for Apple.

The Morgan Stanley survey of over 1,500 respondents spread across 16 Chinese cities found that Apple was picked as the brand of choice for people’s next computer purchase 21 percent of the time. That compares with just five percent who currently own an Apple computer. Lenovo still remains the top choice for consumers’ next purchase, but it dropped from 31 to 23 percent. If laptops are considered alone, Apple exceeds Lenovo as the next purchase of choice, with 22 percent of respondents choosing Cupertino’s products over Lenovo’s 21 percent.

Aside from being high on consumer t0-buy lists, Apple also ranked as the most desirable PC brand, according to the survey. It achieved a weighted score of 66 percent, with Asus in second at a close 65 percent.

The main barrier to Apple computers for most respondents was price; only 7 percent of survey respondents said that they would be willing to spend north of $1,000 for a computer, which is where the bulk of Apple’s line lies. Luckily, the trend is changing; of those planning to buy a new computer, half plan to do so within two years and expect to spend 6 percent more than the roughly $700 average price currently paid. If Apple can lower or keep prices the same as Chinese customers grow more affluent and continue to expect to pay more, eventually cost won’t be nearly the barrier it is today.

The iPad is also walking away with the tablet market in China, just as it is elsewhere. Sixty-eight percent of respondents plan to make it their next tablet purchase, while 65 percent of tablet owners currently have one. The iPhone is also poised to do very well, with 40 percent of respondents saying it will be their next device, more than four and a half times the number of current iPhone users as polled.

Apple CEO Tim Cook said that China was now Apple’s second-largest market, and judging by these numbers, it won’t be too long before it climbs to the top spot.

  1. nothin’ here folks, just more ramblings from an Apple flack

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    1. Tim Jones, you raise an interesting point which I’ll take further, I wonder how many GigaOm authors hold AAPL stock?

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  2. way more heat than light here. all this survey measures is aspirations…which is not necessarily nothing…but hardly translates into dollars. i aspire to buy a $500K rolls royce someday too but like a vast majority of folks, probably won’t get there. $400+ dollars is a huge sum in china…its not a trivial amount…so forking over this amount when there is a real alternative is a tough thing to do. is this survey good news for apple? sure, but nothing their going to bet the farm on.

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