Apple (NASDAQ: AAPL) led China’s Singles’ Day smartphone market this year, helping lift overall industry volumes by 3% year-on-year, according to research firm Counterpoint. The increase came even as most domestic smartphone makers struggled in an environment marked by cautious consumer spending.
Counterpoint reported that the iPhone 17 series accounted for most of Apple’s gains. Strong demand for the base model was supported by upgraded storage, improved camera performance, and advanced sensors — all offered at the same price as last year.
Promotional discounts, including about 300 yuan off Pro models, also boosted sales. Analysts said shipments of the base iPhone 17 more than doubled, while sales of the Pro and Pro Max versions rose by mid- to high-double-digit percentages.
Excluding Apple, Singles’ Day smartphone sales fell 5% from a year ago, highlighting weak consumer confidence and soft momentum heading into the final quarter of the year.
Counterpoint noted that many consumers had already upgraded earlier in 2025 through subsidy programs. At the same time, major brands shifted focus to newly released premium devices — a strategy that lifted average selling prices but reduced total unit sales.
Among major brands, Huawei recorded the sharpest drop because its flagship Mate 80 series launched two weeks too late for the sales period. Xiaomi (HK: 1810) also saw an 11% decline, with the Xiaomi 17 series arriving too early to benefit from the November shopping surge.
