Apple launches services in Vietnam.

Having previously offered limited online services, Apple is gradually bringing a full range of value-added services to domestic customers. However, Apple Intelligence is still lagging behind.

The iPhone 16 is on display at an official Apple retailer in Vietnam. Photo: Phuong Lam .

Since the launch of the iPhone, Apple has been one of the most popular mobile brands in Vietnam, with a large fan base. However, for a long time, domestic users did not have the full Apple ecosystem experience like in other major markets. This situation gradually changed from 2020, when Apple adjusted its sales policies, expanded software support, and strengthened its official presence in Vietnam.

Recently, Siri officially added support for the Vietnamese language. Besides tasks performed through the assistant, users in Vietnam can utilize this tool to optimize their workflow with supported apps. Ride-hailing apps like Be and fintech apps like MoMo can work with Siri starting this month.

5 years of Apple in Vietnam

Apple has been strengthening its presence in Vietnam since 2020, with the iPhone 12 generation. This series marked the point where the company offered discounted prices, making the devices more accessible to Vietnamese consumers.

Since 2020, domestic users have been able to access new iPhone models with a timeframe not significantly different from the rest of the world . In the company's financial reports, Vietnam is frequently mentioned as one of its most important emerging markets. Sales growth has at times reached triple digits.

Apple provides almost all online services to Vietnamese customers. Photo: Apple.

In 2023, the company launched an online store, offering a full range of products, configuration options, and customization services, including engraving for fans.

In 2024, CEO Tim Cook visited Vietnam as part of a business trip to Southeast Asia. This event marked a commitment from one of the world's largest corporations. Many of Apple's global campaigns also seek Vietnamese partners. Tlinh and Wren Evan are two Vietnamese artists who collaborated with Apple to release music videos filmed entirely on iPhones.

"Fairness" for Vietnamese users

Beyond sales and marketing campaigns, Apple has begun to fully popularize its services for Vietnamese users. Since 2019, Apple has partnered with MoMo to open an official payment channel on the App Store, allowing users to pay without needing a credit card. This move has helped remove one of the major barriers to accessing the company's services in Vietnam.

At that time, the credit card ownership rate among domestic customers was only about 4.7% of the adult population, equivalent to approximately 2.65 million, according to a 2020 World Bank report.

This April, domestic customers will officially be able to use Siri in Vietnamese, more than 10 years after the virtual assistant was introduced. Users can issue commands such as setting alarms, asking about the weather, and viewing personal calendar information. The tool is particularly effective for users who utilize AirPlay in their cars or HomeKit in their smart homes.

MoMo and Be are Vietnamese developers that have partnered with Apple, bringing money transfer commands and service usage to work with Siri in Vietnamese.

Users can transfer money on the Vietnamese app by giving commands to Siri.

For example, users can now say "Hey Siri, top up MoMo phone credit" instead of opening the app, finding the function, and entering the amount. Of course, the payment confirmation step using a password or biometrics is still required. But the user's actions have been shortened, reducing manual control.

In addition to the above commands, Siri also supports opening QR codes to receive money, buying movie tickets, or transferring money on MoMo. These are not the full functions of the e-wallet. However, these are important services frequently used by Vietnamese customers. According to the developers, many other Vietnamese commands will also be available soon.

The Be ride-hailing app has also integrated Siri in Vietnamese, allowing users to book rides by voice, open the app, or quickly search for trips. These features streamline operations and provide a more seamless experience in daily life.

The current version of Siri still lacks Apple Intelligence integration. Users need to pronounce commands correctly for the virtual assistant to understand, which isn't very natural. Most tasks are performed through the Shortcut tool. This issue may be resolved soon, as Vietnamese is now also included in Apple's AI support list.

Source: https://znews.vn/apple-mo-cua-dich-vu-o-viet-nam-post1548029.html