Amid the ongoing challenges in China’s smartphone market, Apple has managed to secure modest growth in its shipments during the third quarter of 2025, driven in large part by the release of its iPhone 17 series. According to data from research firm IDC, Apple’s shipments grew by 0.6% from the same period last year, reaching a total of 10.8 million units. Despite a broader slowdown in the Chinese market, the iPhone 17 series has proven to be a strong contender, helping Apple maintain a competitive position in one of its most crucial markets.
In this latest quarter, Apple ranked second among all smartphone brands in terms of shipments, with a 15.8% market share. This represents a slight increase from the previous quarter, positioning the tech giant ahead of many of its competitors, even as the overall Chinese smartphone market continues to struggle. While Apple’s performance is an outlier in an otherwise stagnant market, it signals both the enduring appeal of Apple’s devices in China and the power of its latest iPhone offering, which seems to resonate well with Chinese consumers.
The Struggles of China’s Smartphone Market
The broader Chinese smartphone market has seen a significant slowdown in recent months. Total smartphone shipments in China dropped by 0.6% in the third quarter of 2025, amounting to 68.4 million units. This marks a modest contraction compared to the same period in 2024. The situation had been even worse earlier in the year, with a more pronounced decline of 4% in the second quarter.
The slowdown is partly attributed to a combination of factors: economic uncertainty, the delayed rollout of 5G networks, and a cooling of consumer demand. Smartphones are now often seen as long-lasting, premium products, which means that many consumers are delaying purchases or opting for cheaper alternatives. Additionally, economic challenges in China, such as rising living costs and concerns about the broader global economy, have led to a tightening of consumer spending in the country.
In such an environment, Apple’s ability to eke out growth—albeit modest—stands out as an impressive achievement. The iPhone 17 series has proven to be a key driver for this success, especially with its value-for-money base model capturing the attention of cost-conscious consumers in China. Apple’s performance is particularly noteworthy given that its competitors are all facing declines in their shipments.
Apple’s Strategic Advantage with the iPhone 17 Series
According to Will Wong, a senior smartphone analyst at IDC, Apple’s base model iPhone 17 has been particularly successful in attracting value-seeking customers. Wong notes that the iPhone 17 series has struck the right balance between premium features and affordability, allowing it to appeal to a broad range of Chinese consumers. This has helped Apple grow its market share in a time when many other brands are struggling.
The iPhone 17 series, which was launched in September 2025, introduced several new features that appear to have resonated with consumers. The new base model, priced more competitively than previous generations, comes with improved processing power, better cameras, and longer battery life, all key features for the modern smartphone user. Additionally, the series includes upgraded hardware, such as a new A18 Bionic chip and improved OLED displays, making it a powerful yet more affordable option compared to Apple’s premium models.
Apple’s ability to offer a “value-for-money” device at a time when Chinese consumers are more discerning about their spending has proven to be a strategic move. The iPhone 17 base model has helped Apple capture a larger portion of the market, particularly among younger and more budget-conscious buyers. This is particularly critical in a market where Chinese consumers are increasingly opting for mid-range smartphones that deliver high-quality features without the steep price tags associated with premium devices.
Competitors Struggling in a Constrained Market
While Apple is seeing modest growth, its competitors are experiencing declines in shipments, underlining the challenges that all smartphone manufacturers face in China. Huawei, once a dominant force in the Chinese smartphone market, saw its shipments fall by 1%, reaching 10.4 million units. This placed Huawei in third place, behind Apple but ahead of other competitors like Xiaomi and Vivo. Huawei’s struggles are part of a larger trend, with its market share shrinking as it grapples with the ongoing impact of U.S. sanctions, which have limited its access to critical technology and components.
Xiaomi, another major player in the Chinese smartphone market, also saw a dip in shipments, with a 1.7% decline to 10 million units, ranking it fourth. The company has faced increasing competition from both domestic and international brands, with Chinese consumers becoming more selective about which devices they invest in. Xiaomi, once seen as a dominant force in the mid-range segment, is finding it difficult to maintain its competitive edge amid the current slowdown.
Vivo, which remained the top-ranked smartphone brand in China in terms of shipments, experienced the largest drop among the top five vendors. The company’s shipments fell by 7.8% compared to the same period last year, amounting to 11.8 million units. Vivo’s struggles reflect a broader trend in the smartphone market, where even the leading brands are seeing reduced demand.
A Shifting Market Landscape
Despite the downturn, IDC analysts predict that the Chinese smartphone market may begin to show signs of recovery in the fourth quarter of 2025. Several flagship product launches have been scheduled for the final quarter of the year, which could stimulate demand. Brands like Oppo, OnePlus, and Realme are expected to unveil new devices that could boost shipments in the coming months.
Moreover, the continued rollout of 5G networks in China could help to rejuvenate the market, as consumers look to upgrade their older devices for 5G-enabled smartphones. However, the market’s recovery remains uncertain, as the broader economic landscape in China continues to pose challenges for consumer spending.
Apple’s Long-Term Strategy in China
Apple’s performance in China highlights the company’s ability to adapt to market trends while maintaining its premium brand status. By offering more affordable options in the iPhone 17 series, Apple has managed to capture a greater portion of the market during a period of economic slowdown. This strategic shift shows that Apple is committed to broadening its appeal to Chinese consumers, who are becoming increasingly discerning about their smartphone choices.
In the long run, Apple will likely continue to leverage its brand recognition and the loyalty of its Chinese customer base. The company’s ability to navigate economic challenges, coupled with its strong product pipeline, positions it well for future success. However, Apple will also need to continue to innovate and refine its offerings to stay ahead of domestic competitors like Huawei and Xiaomi, both of which are expected to recover and adapt to changing consumer preferences.
Leave a Reply