China is getting excited about the iPhone X

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The iPhone X is displayed during an Apple special event at the Steve Jobs Theatre on September 12, 2017 in Cupertino, California.

Chinese consumers are picking up on the highly anticipated features not seen in previous iterations of the iPhone: Online, fans are saying that their favorite additions are the animated emojis, new camera lighting and facial recognition technology.

But it remains unclear if the hype will translate to actual sales in China.

The firm has struggled to expand its footprint in the country’s smartphone market, where intense competition saw the tech giant fall behind domestic producers Huawei, Oppo, Vivo and Xiaomi earlier this year, according to estimates by intelligence company Canalys.

Recent numbers look hopeful, however. Apple saw a 40 percent year-over-year increase in its third-quarter iPhone sales in China, although analysts questioned whether the rise would be sustainable.

Apple CEO Tim Cook said last year that the Asian country, the world’s largest smartphone market, would be integral to the tech giant’s growth.