Excited customers flocked to stores for the launch of the Apple iPhone 15 in China, despite fierce competition from local tech giant Huawei.

Footage shows tech fans crowding Apple stores in the cities of Beijing and Shenzhen to buy the latest iPhone model released on September 22.

Around two weeks earlier, Huawei had released the 5G-enabled Mate 60 Pro to rival Apple's new flagship phone.

Bagging the current iPhone on its first day of release has become an annual ritual around the world, with consumers in emerging economies even joining the act.

However, investors have been less enthusiastic about Apple's latest release, which is just a gram lighter than the iPhone 14 and has similar features.

Combined with growing pressure from the Chinese market and reported bans on using Apple handsets, the California firm's share price has sagged.

While CEO Tim Cook has also been slammed over 'woke' initiatives, such as a bizarre 'Mother Nature' commercial pushing a carbon-neutral plan.

Activist investor Vivek Ramaswamy, the founder of Strive Asset Management, demanded that Apple prioritise profits and avoid political leanings that could tarnish its brand.