In the second quarter of 2025, Apple saw a return to growth in China for the first time since 2023, selling about 10.1 million iPhones. However, Huawei surged ahead, reclaiming the top smartphone spot in China with an 18 % market share as the overall market declined.
- Huawei shipped around 12.2 to 12.5 million smartphones, capturing an 18% share of China’s mobile market.
- Apple shipped about 10.1 million iPhones, marking its first year-over-year growth (~4 –8 %) since 2023.
- Total smartphone shipments in China fell by ~4 % year-on-year to around 69 million units.
- Huawei delivered approximately 12.2 to 12.5 million devices, claiming an 18% share of the smartphone market in China.
- Apple shipped about 10.1 million iPhones, marking its first year-over-year growth (~4 –8 %) since 2023.
- Total smartphone shipments in China fell by ~4 % year-on-year to around 69 million units.
- Huawei – 18 % share, ~12.2–12.5M units.
- vivo – ~17 % share, ~11.8M units.
- OPPO (incl. OnePlus) – ~16 % share, ~10.7M units.
- Xiaomi – ~15 % share, ~10.4M units; only top five brand posting growth.
- Apple – ~15 % share, ~10.1M units.
- Huawei delivered its new premium Pura 80 series and Nova 14 models, powered by its in-house HarmonyOS 5.0 and AI chips. These high end, locally branded offerings won strong appeal from domestic consumers.
- Despite lingering U.S. sanctions, the company pivoted successfully to using domestic components and developed its proprietary software ecosystem Apple’s Comeback.
- Apple adjusted prices on select iPhone 16 and 16 Pro models, making them eligible for government subsidies during China’s major “618” shopping festival, boosting demand.
- This pricing strategy allowed Apple to stop its sales slump in China and achieve its first growth in the region since late 2023, with an increase of about 4% to 8%.
Although the market appears to be cooling off after six straight growth quarters, analysts expect modest recovery in the second half of 2025. Vendors will need to focus on innovation, strategic pricing, and differentiation to keep consumer interest high.
- Huawei’s success highlights the impact of domestic product appeal and a stronger internal supply chain.
- Apple’s rebound suggests targeted promotions and affordability can still drive growth, even amid tough competition from local brands.
- Huawei has regained the leading position in China’s smartphone market with an estimated 18% share.
Apple, after a year of declining sales, has recorded its first growth in the Chinese market. - The overall market is shrinking, but vendors offering strong value, innovation and adaptive pricing seem best positioned for success.
