Judging from the volume of online chatter, there’s a lot less buzz in china ahead of this week’s launch of Apple’s new iPhone. People are more likely to adopt a “wait &see” approach to see what the device can offer instead of rushing to the stores to buy it.

iPhone 6 which took China by storm in 2014 with its new, larger screen, attracted around 15 times more comments in the month before launch than this year's model.

The challenge which Apple now faces is to revive growth in China, where an economic slowdown has slammed the brakes on what was once touted as the firm's next big growth engine Apple’s China sales dropped to a third in April-June and revenue was down by more than a quarter to $8.8 billion (roughly Rs. 58,436 crores).

The word among consumers is the updates are not going to be revolutionary, but smaller changes," said Ben Cavender, Shanghai-based director at China Market Research Group, who described current consumer interest in China as "muted".

Apple is literally struggling with consumer’s ‘iphone fatigue’ in China. Meanwhile it is also facing fierce competition from Huawei, Oppo ,said Strategy Analytics analyst Neil Mawston.