Apple recorded a 9% year over year decline in iPhone sales during China’s 618 shopping festival even after offering discounts of up to CNY 2,000 on the iPhone 17 Pro lineup. The price cuts helped Apple recover to the second position in the Chinese smartphone market, but they were not enough to match the stronger promotional impact that the iPhone 16 lineup delivered during the same period last year.
At the same time, China’s overall smartphone market fell 13% compared to a year earlier as higher memory costs pushed up prices and reduced promotional activity across the industry.
Counterpoint Research shared the latest figures in its report covering smartphone sales between May 25 and June 21.
“Apple began its promotional campaign about one month ahead of the 618 day, offering total savings of up to CNY 2,000 on the iPhone 17 Pro series through a combination of official discounts, platform promotions and trade in incentives. The price cuts quickly translated into stronger sales, lifting Apple to the No.2 spot in the market. Despite the sequential rebound, sales were still down 9% YoY, primarily due to the more aggressive promotional activity for the iPhone 16 series in the same period last year.”
Huawei Leads as the Market Faces Slower Demand
Huawei remained the biggest smartphone brand during the shopping festival with a 21% market share after posting 19% year over year growth. Apple and OPPO each captured an 18% share, followed by vivo with 17%, Xiaomi with 14%, and HONOR with 10%. Although Apple reported lower sales, its decline was smaller than those recorded by most major Android brands, which fell between 12% and 33%.
Counterpoint Research also said rising memory prices increased smartphone costs and limited discounts during this year’s 618 shopping festival. As a result, weaker promotions and soft consumer demand weighed on overall sales, while smartphone makers now expect slower shipments across China during the rest of the year.
