In the second quarter of 2025, Apple experienced a notable resurgence in iPhone sales within the Chinese market, marking a significant turnaround after a period of decline. This development is particularly noteworthy given the overall contraction of the smartphone market in China during the same period.
Market Dynamics and Apple’s Position
According to data from Canalys, Apple shipped 10.1 million iPhones in mainland China during Q2 2025, securing the fifth position in the country’s smartphone rankings. The leading positions were occupied by Huawei, vivo, OPPO, and Xiaomi. Huawei reclaimed the top spot with 12.2 million units shipped, driven by strong demand for its HarmonyOS 5.0-powered Nova 14 series.
Despite being in fifth place, Apple’s performance represents progress. In the previous quarter, Apple was the only major vendor to report a decline in shipments in China, primarily due to increased competition from domestic brands benefiting from government-backed incentives.
Strategic Pricing and Promotions
Apple’s rebound can be attributed to strategic pricing adjustments and participation in local promotional events. Ahead of the annual 618 shopping festival, Apple reduced prices on the iPhone 16 lineup and, for the first time, participated in Chinese subsidy programs. These initiatives contributed to a 4% year-over-year growth in shipments and a 1% increase in market share, bringing it to 15%, tied with Xiaomi.
Competitive Landscape
The Chinese smartphone market remains highly competitive. Huawei’s resurgence, marked by a 12% year-over-year sales increase, underscores the intense competition Apple faces. Huawei’s success is largely due to the loyalty of its core users who continue to upgrade to new Huawei devices. Vivo, holding the second position by market share, experienced a 9% drop in sales compared to the previous year, while Apple secured the third spot.
Emerging Markets and Global Strategy
While Apple faced challenges in China, emerging markets have played a crucial role in offsetting the slowdown. According to IDC, Apple shipped 46.4 million iPhones globally in Q2 2025, a 1.5% year-over-year increase. This growth was bolstered by strong double-digit growth in emerging markets, helping to balance the decline in China.
Future Outlook
Looking ahead, Apple’s performance in China will be closely watched. The company’s ability to navigate the competitive landscape, adapt to local market dynamics, and leverage strategic pricing and promotional activities will be critical. Additionally, Apple’s approach to integrating artificial intelligence features into its devices and potential collaborations with local tech companies could further influence its market position.
