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Apple hases sent out a 2nd round of occasion invites to media today– this time directed particularly at Chinese publications and reporters, for a follow-up event to their September 10 shindig at Apple University in Cupertino. The welcomes have the exact same graphic as the original, however will take place September 11 at 10 AM CST at Beijing’s World Trade Center. This marks the first time Apple has actually held a standalone event particularly for Chinese media.

Recently, Apple has actually been doing a lot even more to bring special focus to its operations in China. The company has actually been seeking new hires in China, for instance, as just recently found via a considerable crop of LinkedIn task postings, and there are also rumblings that Apple is planning to construct an engineering and R&D center in Taiwan, which it counts as part of its Greater China market. Greater financial investment in a neighborhood presence might be due to problems Apple faced previously in the year apparently orchestrated in part by the Chinese government’s media firms, which have need to prefer regional tech business over outdoors impact.

Some suggest that Apple’s decision to host a separate event in China regarding its approaching iPhone refresh has to do with it wishing to expose a new partner in China Mobile. The carrier, which is China’s biggest, has not yet formally offered the iPhone, but current reports suggest that both Apple and China Mobile had been nearing a plan to offer the smartphone on the network with this coming hardware upgrade. That’d give Apple access to some 744 million prospective brand-new customers (or at least 147 million, if you are limiting yourself only to China Mobile consumers with 3G gain access to).

That’s a big carrot to be sure, and reason enough for a different celebration, but there’s more at stake here than simply a new carrier collaboration (big as that’s alone). Apple saw its China business suffer a setback during the last quarter, which is a great reason for renewed attention being paid to clients in Greater China. A distinct occasion for Chinese media must perhaps do a much better task of resolving the wants and needs of Chinese consumers.

There’s also the iPhone 5C, Apple’s low-cost iPhone hardware, which is reported to be making its first official look at the September occasion. As Romain Dillet has actually kept in mind, if genuine, this is clearly a gadget focuseded on markets beyond the UNITED STATE border. How much better to highlight its international appeal than with a worldwide limelight?

Chances are the occasion in China will share far more in common with the one in Cupertino past just the welcome graphic, however it’s still very noteworthy that it’s occurring at all. In the past, Apple has appeared content to let China grow as a market trick to its company organically, now, it appears more interested in taking an active duty in forming that side of the business.