Apple CEO Tim Cook's recent visit to China is the latest in a long parade of Western business leaders in recent decades seeking to shore up access to the Chinese market and consumer.
In an increasingly difficult geopolitical environment — especially for tech companies caught in a high stakes rivalry between the U.S. and China — showering praise on China makes some sense. The approach is rooted in a history of success. For decades, the formula seemed straightforward: show up, show respect, and pledge high investment in China, and in return, hope to gain access to the perceived vast markets and manufacturing prowess.
In this environment, Tim Cook's attempts to pull out all the stops will not be rewarded over the long-term. It's not that the Apple CEO is doing anything wrong. He is executing textbook corporate diplomacy. The problem is that in this environment, not only does China have concerns about Western tech and Western companies, but China of today also have formidable options to replace foreign companies with their own champions.
While perhaps offering some short-term gains, strategic alignment with China's market and technological ambitions risks ensnaring companies in the crossfires of the escalating trade and technology wars between the U.S. and China. This battleground, marked by efforts to control emerging technologies with potential military applications, presents a perilous terrain for companies caught between nationalistic policies and their own global market aspirations.
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