Apple changed the growth of iPhone sales in China for the first time in two years in the second quarter of 2025, despite the overall market growth. Mainly driven by the promotion of the iPhone 16 Pro and the iPhone 16 Pro Max, Huawei improved the company’s high -digit development.
According to a preliminary report by CounterPoint Research, the iPhone sales in China increased by 8 % over the year. The main promotion for Apple’s sales was May for prices and official subsidy programs.
Apple’s adjustment time was well and was welcomed in May, which came a week before the 618 shopping festival.
– Ethan Qi, Associate Director, Counter Point Research, July 2025
Intense competition
Despite the success of the iPhone 16 lineup, Huawei is the leader of the Chinese market. The company recorded an increase in sales of 12 % of the year and is the largest brand through market share. Vivo secured second position through the market share, but recorded a 9 % decline in sales compared to the previous year, and Apple was in third position.
Image Credit – CounterPoint Research
Huawei’s success reflects the severe competition facing Apple. Chinese giant is eating on Apple’s market share in China thanks to the loyalty of its primary consumer, which converts its old devices to new Huawei phones.
IPhone 16e was a good move
One of the reasons for Apple’s growth was the iPhone 16E. The lower -cost model attracted some buyers from a very competitive midwife market and helped Apple move beyond the premium segment.
In the context of China’s slow economy, consumers are faster than the price of premium devices. That is why national subsidy programs and aggressive promotions have become important for all smartphone companies.
On the bright side, Apple’s success in the second quarter is a sign of its dominance and the ability to navigate the complications of the premium Chinese market. I think the company’s biggest challenge will maintain a competition for local brands. Devices such as Vivo X200 Ultra and Huawei Matt Xt show the ability to innovate Apple, which seems to be lost, which can be a problem.
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