iPhone Shipments Plunge 50% in China: Apple’s dominance in China’s smartphone market is facing a significant challenge. According to recent data released by the China Academy of Information and Communications Technology (CAICT), iPhone shipments in China plummeted nearly 50% year-over-year in March 2025. This sharp decline highlights the growing strength of local Chinese smartphone brands, which now control a staggering 92% of the market.
Table of Contents
The Numbers Behind the Decline
In March 2025, Apple shipped just 1.89 million iPhones in China, down from 3.75 million units during the same period last year—a dramatic 49.6% drop. This decline has reduced Apple’s market share in China to approximately 8%, a steep fall from previous years when the tech giant held a much larger slice of the pie.
Despite this, the overall smartphone market in China grew by 3.3% in the first quarter of 2025, driven primarily by domestic brands. Non-Chinese smartphone shipments, including Apple’s, fell by over 25% during the same period.
Local Brands Surge Ahead
Chinese smartphone manufacturers are capitalizing on this shift. Huawei leads the pack with a 19.4% market share, followed closely by Vivo (17%), Xiaomi (16.6%), and Oppo (14.6%). Apple has slipped to fifth place with a 14.1% share, according to Counterpoint Research.
Huawei’s resurgence is particularly notable. The company has bounced back from previous setbacks thanks to its proprietary chips and the HarmonyOS Next operating system, which offers a unique alternative to Android. This innovation, combined with competitive pricing and strong government support, has helped Huawei reclaim significant market share.
Government Policies and Market Dynamics
China’s government policies are also influencing the market landscape. A subsidy program launched in January 2025 offers consumers a 15% refund on smartphones priced below 6,000 yuan (approximately $820). Since most iPhone models start near this price point, they are less likely to benefit from these subsidies compared to more affordable local brands.
In response to the market pressures, Apple has reportedly cut prices on some iPhone 16 Pro models ahead of China’s major “618” shopping festival, aiming to boost sales and regain ground.
Challenges Beyond Pricing
Analysts suggest that Apple’s slower integration of generative AI features may also be impacting its appeal in the highly competitive Chinese market. While local brands have rapidly adopted AI-driven innovations, Apple is expected to roll out similar features no earlier than 2026, potentially putting it at a disadvantage among tech-savvy consumers.
What This Means for Apple and the Chinese Market
Apple CEO Tim Cook acknowledged the challenges during a recent earnings call, noting a 2% revenue drop in Greater China for the quarter ending March 2025. While this is an improvement over the 11% decline during the 2024 holiday season, it underscores the uphill battle Apple faces in maintaining its foothold.
For consumers, this shift means more choices and competitive pricing from local brands that are innovating rapidly. For Apple, it signals the need to adapt quickly to changing market dynamics and consumer preferences in China.
(Via DigiTimes)
