Apple shipments in China rose slightly in the third quarter of 2025, bucking the downward trend in the country’s struggling smartphone market. According to fresh data released by the research firm IDC on Wednesday, Apple recorded a 0.6% year-on-year growth, shipping 10.8 million units between July and September.
This modest but meaningful increase marked a bright spot for Apple in an otherwise sluggish quarter, during which total smartphone shipments across China fell 0.6% year-on-year to 68.4 million units.
Apple now holds a 15.8% market share, securing the second-highest shipment tally in the Chinese smartphone market. The company’s success is largely attributed to the strong performance of its iPhone 17 series, particularly its affordable base model, which resonated with price-conscious consumers.
iPhone 17 Drives Apple’s Momentum
IDC senior analyst Will Wong noted that Apple’s latest lineup achieved impressive results because of its “value-for-money base model,” which helped the company capture a significant segment of value-seeking customers in China.
“The iPhone 17 successfully captured consumers who wanted Apple’s premium experience without paying flagship-level prices,” Wong said. This strategy appears to have paid off, allowing Apple to maintain steady momentum in one of its most competitive markets.
Apple’s shipments grew even as rival brands like Huawei, Xiaomi, and Vivo saw declines. The performance highlights how Apple’s brand loyalty, ecosystem strength, and timely model refresh continue to give it an edge.
Competitors Face Declines
IDC’s report revealed that Huawei’s shipments dipped by 1% to 10.4 million units, slipping to third place, while Xiaomi fell 1.7% to 10 million units, placing fourth.
The long-time domestic leader Vivo maintained its top spot but experienced a sharp 7.8% year-on-year decline, shipping 11.8 million units.
This data reinforces the ongoing shift in China’s smartphone landscape, where even local giants are struggling to maintain volume amid economic headwinds, slowing upgrade cycles, and fierce competition.
Market Struggles Continue
China’s smartphone market has faced persistent challenges throughout 2025. Consumers have become more cautious with discretionary spending, and many prefer to delay phone upgrades due to minimal year-over-year feature improvements.
The second quarter already showed signs of weakness, with a 4% year-on-year decline, making the Q3 slowdown relatively mild by comparison. However, analysts warn that consistent declines signal structural saturation in the world’s largest smartphone market.
IDC analysts remain cautiously optimistic, noting that Q4 2025 could bring a rebound thanks to the launch of new flagship devices and strong promotional campaigns around the holiday season.
Apple’s Broader Strategy in China
Despite rising geopolitical tensions and local competition from Huawei, Apple continues to perform well in China, which remains one of its most critical markets outside the U.S.
The iPhone 17 series, launched in September, was particularly well-received in major Chinese cities such as Beijing, Shanghai, and Shenzhen, with long queues observed at Apple Stores during launch weekend.
Experts say Apple’s pricing strategy for the iPhone 17 — which includes models catering to both mid-tier and premium customers — helped it navigate China’s complex economic landscape.
“Apple managed to balance luxury appeal with accessibility,” said one market observer. “That mix allowed it to reach segments previously leaning toward domestic brands.”
Future Outlook
As the global smartphone market stabilizes, Apple’s near-term success in China could help sustain its quarterly revenue growth heading into 2026. Analysts also expect the company’s continued focus on AI-powered features, camera improvements, and ecosystem integration to boost long-term demand.
However, the competitive pressure from Huawei — which continues to invest heavily in chip design and 5G innovation — poses a significant challenge. Huawei’s return to full-scale production of Kirin-powered devices could make future quarters tougher for Apple.
Still, the company’s strong brand equity and loyal customer base give it a resilient position even in turbulent markets.
For now, Apple shipments in China remain a bright spot, signaling that despite macroeconomic pressures, consumer demand for iPhones remains robust. The coming months will determine whether Apple can maintain this momentum as new competitors and regulatory dynamics emerge in 2026.
Source: Reuters
