A customer takes photos of his new iPhone X smartphone in front of an Apple store in Beijing, China, 3 November 2017.
The company's highly anticipated new device is expected to sell well in the world's largest smartphone market. But experts say it's unlikely to reverse Apple's loss of market share to aggressive Chinese rivals. China is one of Apple's most important markets, and CEO Tim Cook pays regular visits. He and other business leaders attended an event with President Xi Jinping just this week. The U.S. tech giant has struggled there in recent years, though. The iPhone suffered six consecutive quarters of declining sales in China through the end of June, according to Canalys research. Apple's overall revenue in the region has followed the same trend, falling by double digits every quarter over the same period.