The article examines the consequences of the trade war between the United States and China using the example of Apple and Huawei. Based on the calculation of the integral indicator, technical and economic parameters of the competitiveness of the products of these organizations were obtained. It was concluded that large-scale forms of competitive struggle are acquiring the character of a trade war, increasingly restraining the opponent with the help of the non-price factor of competition. In these conditions, the question of the prospects for further improving the marketing policy of Huawei is relevant.