Technology

Apple and Huawei smartphone sales are competing fiercely in the Chinese market, with Huawei leading and Apple experiencing positive growth after a period of decline.

03 Aug 2025 2 min

Smartphone sales in China during the second quarter of 2025 reveal significant shifts among the world’s leading brands. The latest data from Canalys and IDC confirms Huawei as the market leader, selling 12.2 million units and securing about 18% of the national market share. Meanwhile, Apple, which had previously lagged behind, managed to post positive growth, selling 10.1 million iPhones—a rise of around 4% year-on-year. This growth trend brings good news for Apple after facing stiff competition from local brands and changing consumer trends in China’s domestic market.

China’s smartphone sales trends continue to be a global barometer, given that China is the world’s largest market for mobile devices. In Q2 2025, total smartphone sales in China reached about 67.8 million units, a 4% decline compared to the same period last year. Huawei returned to the top position after four years, driven by strong consumer loyalty and the successful launch of the Mate, Pura, and Nova series in its home market.

Apple ranked fifth, below vivo (11.8 million units), OPPO (10.7 million units, including OnePlus), and Xiaomi (10.4 million units). Competition remains tight as market shares shift: vivo holds 17%, OPPO 16%, and Xiaomi 15%. The dominance of these local brands means Apple must continue to innovate and offer aggressive promotions to stay competitive.

Huawei recorded an impressive 15% year-on-year growth, signaling a comeback for the brand previously suppressed by US sanctions. Huawei’s resurgence is also supported by increased sales in the mid-range and premium segments, especially after introducing its self-developed Kirin chips, reinforcing China’s tech self-sufficiency narrative. This achievement highlights the success of local strategies and the draw of national consumer sentiment, especially amidst geopolitical tensions impacting domestic product preferences.

On the other hand, Apple is experiencing positive momentum, recording iPhone sales growth for the first time since late 2023. Apple’s performance is boosted by major promotions and subsidy programs for the iPhone 16 Pro and Pro Max series, which are popular among China’s young urban consumers. Nevertheless, local producers continue to put pressure on Apple. The company even closed its retail store in Dalian in early August 2025, a move reflecting mounting distribution and competition challenges in this key market.

Global smartphone sales also display interesting dynamics. In Q2 2025, worldwide smartphone shipments rose 1% YoY to 295.2 million units, led by the Asia-Pacific and North American regions. Chinese brands like vivo, OPPO, and Xiaomi continue to solidify their positions abroad, even as their domestic growth stagnates or declines slightly. Xiaomi even saw a modest 3% YoY increase thanks to aggressive expansion in Southeast Asia and India.

Huawei, while focusing mainly on the domestic market, remains competitive with increasingly innovative products and differentiation in camera and chipset technology. This shift marks a new industry landscape, where it’s difficult for a single brand to dominate without ongoing adaptation and innovation.