Apple clearly prevailed against market trend in China in 2025

Apple made an impressive comeback in the Chinese smartphone market in 2025. In the fourth quarter of last year, Apple reclaimed the top spot, despite a declining overall market and rising costs weighing on demand. The decisive factor was primarily the success of the iPhone 17 series, which enabled the company to achieve strong growth even under challenging conditions.

The Chinese smartphone market was under noticeable pressure in 2025. Consumers were hesitant to make new purchases, while rising prices due to higher memory chip costs further dampened buying interest. At the same time, many manufacturers struggled with supply chain bottlenecks. It was precisely in this environment that Apple managed to clearly buck the market trend and regain the top spot in the most important sales quarter of the year.

Market development in China

According to data from Counterpoint Research, smartphone sales in China fell by 1.6 percent in the fourth quarter of 2025 compared to the previous year. On an annual basis, the decline was 0.6 percent. The main reason was weaker consumer demand, primarily driven by rising retail prices due to escalating storage costs.

While the overall market shrank, Apple's growth was significantly in the opposite direction. The company's shipments increased by 28 percent in the Christmas quarter of 2025 compared to the previous year. This gave Apple a market share of 22 percent in the fourth quarter, placing it in first place in the Chinese smartphone market.

The role of the iPhone 17 series

A key driver of this success was the strong demand for the iPhone 17 series. According to Counterpoint, this model generation accounted for approximately 20 percent of Apple's shipments in China in the fourth quarter. Demand was particularly high for the Pro models, which were in high demand despite their higher price point.

Additionally, Apple benefited from an accelerated production increase toward the end of the year. This allowed them to better meet the high demand during the holidays than some competitors, who were more limited by restricted component availability.

The iPhone Air fell short of expectations

Within Apple's portfolio, the iPhone Air was a notable exception. After its launch, the model accounted for only a low single-digit percentage of total Apple shipments in China. Counterpoint attributed this to a comparatively slow market launch. Key factors included its later introduction compared to other regions and perceived compromises between its ultra-thin design and functionality.

Annual results and competition in China

Looking at the entire year of 2025, Apple was not the market leader in China, but it significantly narrowed the gap to the top. According to Counterpoint, Huawei held first place with a market share of 16.4 percent. Apple and vivo followed with approximately 16 percent market share each. Xiaomi and Oppo were close behind with around 15 percent each.

Global smartphone figures for 2025

Apple maintained a strong global position in 2025. According to IDC's Worldwide Quarterly Mobile Phone Tracker, a total of 1.26 billion smartphones were shipped worldwide, representing a 1.9 percent increase over the previous year.

Apple remained the world's largest smartphone vendor. The company shipped a total of 247.8 million iPhones, representing a market share of 19.7 percent. Apple's shipments increased by 6.3 percent year-over-year. Samsung followed in second place with 241.2 million units shipped and a market share of 19.1 percent. Xiaomi took third place with 165.3 million units and a market share of 13.1 percent, despite a decline compared to the previous year.

Apple holds its own despite difficult market conditions

Looking back to 2025, Apple demonstrates that growth is possible even in a shrinking market. In China, the iPhone 17 series propelled the company back to the top spot in the fourth quarter, while globally, Apple maintained its leadership position. Despite high costs, ongoing supply chain issues, and intense competition, Apple remained a key player in the global smartphone market. (Image: Shutterstock / Katerina Elagina)