Chart of the Day: Apple Bucks China’s Smartphone Sales Slump in 2025
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Apple Inc. bucked the broader downward trend in China’s smartphone market in 2025 as sales grew 7.5% to become the country’s second-largest smartphone vendor, according to a recent report.
Efforts to optimize its distribution network and the launch of the iPhone 17 series coinciding with the tail end of a replacement cycle made Apple the fastest-growing brand among China’s top six smartphone sellers. The U.S. giant cornered 16.7% of the market, a hair behind frontrunner Huawei Technologies Co. Ltd., which controlled 16.9%, but only booked 1.7% in shipment growth, according to a report by Counterpoint Research. Overall, China’s total smartphone sales edged down 0.6% in 2025.
The performance marks a rebound from 2024, when Apple lost its sales crown to China’s Vivo Mobile Communications Co. Ltd., after holding it for just one year. It dropped to the country’s No. 4 smartphone brand as domestic competitors scrambled to roll out upscale models equipped with stronger cameras and more artificial intelligence-powered functions.
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- In 2025, Apple’s China smartphone sales grew 7.5% to 16.7% market share, making it the second-largest vendor behind Huawei (16.9%).
- The iPhone 17 launch and expanded storage, plus retail channel restructuring, drove Apple’s recovery after slipping to No. 4 in 2024.
- China’s total smartphone sales dipped 0.6%, and the average replacement cycle lengthened to 33 months, up nearly 40% from 2020.
- Apple Inc.
- Apple Inc. saw a 7.5% sales growth in China in 2025, becoming the second-largest smartphone vendor with 16.7% market share. This rebound from 2024 was driven by the iPhone 17 series launch, meeting replacement demand, and doubling base storage to 256GB at the same price. Apple also optimized its distribution network and offered aggressive promotions, including trade-in programs for Chinese brands.
- Huawei Technologies Co. Ltd.
- Huawei Technologies Co. Ltd. was the frontrunner in China's smartphone market in 2025, controlling 16.9% of the market share. Despite this, they only saw a 1.7% growth in shipments. Their mid-to high-end models performed well due to price adjustments and government subsidies, helping them consolidate market leadership.
- Vivo Mobile Communications Co. Ltd.
- Vivo Mobile Communications Co. Ltd. overtook Apple in 2024 to become China's top smartphone vendor. This rise to the top was attributed to domestic competitors, including Vivo, rolling out upscale models with enhanced cameras and AI features. However, Apple reclaimed its sales crown in 2025.
- JD.com
- JD.com is an e-commerce platform where Apple conducted an aggressive promotion campaign in January 2026. During this campaign, Apple slashed prices on several iPhone 17 models, including the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air. The steepest discount offered was 2,000 yuan ($289) for the iPhone Air.
- Alibaba Group Holding Ltd.
- Alibaba Group Holding Ltd. is mentioned as one of the e-commerce platforms where Apple conducted an aggressive promotion campaign in January 2026. Specifically, Apple slashed prices on its iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air on Alibaba's Tmall platform, alongside JD.com.
- 2024：
- Apple lost its sales crown to Vivo and dropped to No. 4 in China's smartphone market after holding the top spot for just one year.
- Since mid-2024：
- Apple began carrying out a series of assessments to scale back the distribution business of its dealers to prevent overstocking.
- 2025：
- Apple’s smartphone sales in China grew by 7.5%, making it the second-largest smartphone vendor with 16.7% market share, while overall smartphone sales in China fell by 0.6%.
- 2025：
- The average phone replacement cycle for Chinese users reached about 33 months, nearly 40% longer than in 2020.
- September 2025：
- Apple launched the iPhone 17 series, meeting replacement demand among users of older models.
- January 2026：
- Apple launched an aggressive promotion campaign, slashing prices for the iPhone 17 Pro, 17 Pro Max, and iPhone Air on JD.com and Tmall, with discounts up to 2,000 yuan.
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