Apple's China website updated to mark Lunar New Year

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Apple has updated its regional website in China for the Chinese New Year, promoting gifts such as limited-edition AirPods Pro and its Shot on iPhone short film before festivities begin on February 1.

The Lunar New Year celebrations in China start from January 31, with the event running until February 15. Ahead of the new year, Apple has updated its regional website to highlight its various initiatives to mark the occasion.

The homepage itself includes tiger emoji that drop and move around, symbolizing the inbound Year of the Tiger.

The top feature of the page promotes what Apple considers ideal gifts to purchase for others. The linked-to page includes the iPhone 13 and accessories at the top, followed by AirPods Pro with a special case engraving for the event.

The page also includes a video showing behind-the-scenes of the Shot on iPhone 13 Pro short film "The Comeback," including stunt work, models, and how the iPhone was used to capture various shots.

The front page includes graphics pointing users to the App Store and Apple Music, with the latter including special playlists and radio programs to celebrate the new year.

In December, Apple celebrated the upcoming Year of the Tiger with special-edition Beats Studio Buds and a limited-edition AirTag in Japan.