Apple Defies Market Slowdown as iPhone 17 Series Lifts Q3 Shipments in China

Beijing, October 15, 2025 — Apple Inc. (AAPL.O) achieved a modest but significant gain in China’s smartphone market during the third quarter of 2025, as strong demand for the newly launched iPhone 17 series helped the tech giant buck the country’s broader sales decline.

According to data from research firm IDC, Apple’s shipments in China rose 0.6% year-on-year to 10.8 million units during Q3, giving the company a 15.8% market share — the second-highest among all smartphone brands.

The growth came even as China’s overall smartphone shipments fell 0.6% from the same period last year, dropping to 68.4 million units. The decline, though mild, reflects continued caution among Chinese consumers amid an uneven post-pandemic recovery and ongoing price competition.

---

iPhone 17 Series Drives Apple’s Market Momentum

Apple’s iPhone 17 lineup, launched in September 2025, has played a pivotal role in driving the company’s resilience in China. Analysts credit the new models’ combination of premium design, enhanced camera features, and competitive pricing for capturing both loyal customers and new, value-conscious buyers.

“Apple’s value-for-money base model iPhone 17 successfully captured value-seeking customers, helping it to achieve slight growth and a higher ranking than the previous quarter,” said Will Wong, Senior Analyst at IDC.

The iPhone 17’s A19 chip, improved battery efficiency, and AI-powered camera upgrades have reportedly resonated with younger buyers and professional users alike.

Apple was also the only major smartphone brand among China’s top three vendors to record positive shipment growth during the period — a notable achievement given the competitive pressures from domestic rivals.

---

Competitors Lag Behind as Apple Strengthens Market Position

While Apple edged upward, several of China’s leading smartphone manufacturers faced declines:

• Vivo, the market leader, saw shipments fall 7.8% year-on-year to 11.8 million units.
• Huawei, which continues to recover from U.S. trade restrictions, recorded a 1% decline to 10.4 million units, securing third place.
• Xiaomi slipped 1.7% to 10 million units, ranking fourth.

This performance solidifies Apple’s competitive foothold in the premium smartphone segment, where consumers remain willing to pay for quality and brand recognition.

---

Market Outlook: Recovery Expected in Late 2025

Despite sluggish Q3 numbers, IDC forecasts that China’s smartphone market will improve in Q4 2025, driven by new flagship launches, holiday demand, and improving consumer sentiment.

“Several major releases — including Huawei’s next-generation Mate series and Xiaomi’s foldable lineup — are expected to stimulate demand,” IDC said.

However, Apple’s early momentum with the iPhone 17 series could give it a head start in the holiday season, particularly with the iPhone 17 Pro Max drawing strong demand in major Chinese cities such as Beijing, Shanghai, and Shenzhen.

---

Apple’s Long-Term Strategy in China

Apple’s performance in China remains critical to its global strategy. The country not only represents its largest international market but also houses much of its supply chain infrastructure.

Despite facing challenges from local competition and regulatory scrutiny, Apple continues to expand its retail presence and services ecosystem across mainland China. Its Apple Store in Beijing’s Sanlitun district and newly opened Shanghai flagship have seen strong foot traffic since the iPhone 17 launch.

In addition, Apple’s growing emphasis on localized content, digital payment integration, and sustainability initiatives has strengthened its brand image among Chinese consumers.

---

Key Takeaways

• Apple shipments (Q3 2025): 10.8 million units, up 0.6% year-on-year
• Market share: 15.8% (second place in China)
• Top vendor: Vivo with 11.8 million units (down 7.8%)
• Huawei: 10.4 million units (down 1%)
• Xiaomi: 10 million units (down 1.7%)
• Overall smartphone market: down 0.6% to 68.4 million units

Apple’s strong showing underscores the enduring appeal of the iPhone brand in China, even as local players innovate aggressively with foldables, AI features, and competitive pricing.

---

Analyst Perspective

Market watchers say Apple’s modest growth, though small in percentage terms, reflects a broader shift toward brand consolidation in China’s high-end smartphone sector.

“Consumers are prioritizing longevity, software stability, and ecosystem integration,” said IDC’s Will Wong. “Apple’s approach to balancing performance and value through its iPhone 17 lineup has positioned it well in this environment.”

As competition intensifies heading into 2026, Apple is expected to double down on AI integration, localized services, and retail expansion, while continuing to maintain premium pricing strategies that protect its margins.