Apple stopped its long-running sales decline in China in the second quarter of 2025. According to data published by Counterpoint Research, iPhone sales increased by 8 percent annually during this period. This was the first quarter in which Apple recorded positive growth after a two-year decline in China.
Apple begins to recover in the Chinese market
China is a strategic market that accounts for about 20 percent of Apple’s global revenue. However, the company lost revenue in every quarter except one from the third quarter of 2022 to the first quarter of 2025.
Restrictions on iPhone use in public institutions in the country, increasing regulatory pressure, and the resurgence of local brands such as Huawei and Xiaomi have seriously weakened Apple’s market position.
In the first quarter of 2025, Apple was the only major phone manufacturer to lose shipments in China. However, due to the aggressive pricing strategy and government-backed subsidy programs implemented in May, there was an upward break in sales. It is stated that the price reductions were especially focused on lower-segment iPhone models, thus reaching a wider user base.
According to second-quarter data, Apple ranked third in terms of sales volume in the Chinese smartphone market. During the same period, Huawei increased its sales by 12 percent, maintaining its market leadership, while Vivo experienced a 9 percent annual decline. Xiaomi and Oppo continued to appeal to consumers looking for alternatives to Apple with their price-performance-focused products.
