Apple gets some good news in China for iPhone
While you shouldn’t read too much into this, Apple just experienced growth in China for the first time in two years. Counterpoint claims Apple’s iPhone sales in China grew 8% YoY in Q2 25. That’s positive news for Apple, though as these figures are preliminary and cover just a single quarter it really is too early to call it a trend.
It’s still got to be welcome news to Apple as it struggles through an incredibly challenging business environment, with the company seemingly buffeted by almost every possible headwind, from regulation to litigation, the collapse of global trade and the inevitable fall out of war on the company’s business.
Existential challenges abound for the rest of us, it seems.
What does Counterpoint say?
Apple helped make this happen. Eager to maintain its Chinese customers the company offered up lower iPhone prices and other inducements to help promote sales there. This seems to have worked.
“Apple’s adjustment of iPhone prices in May was well timed and well received, coming a week ahead of the 618 shopping festival,” said Counterpoint Associate Director, Ethan Qi.
“The actual 618 sales period was flat YoY, with most growth occurring during May. Apple claimed the top spot during the sales period, with three iPhone variants securing spots on the top half of the bestseller list,” Counterpoint said.
- Smartphone sales in China are likely to go up slightly YoY in Q2 2025, with Huawei and Apple leading the growth.
- Huawei is expected to record the highest growth among major brands to reach the number one spot in China for the quarter.
- Apple is projected to see high single-digit growth on strong sales of the iPhone 16 Pro and Pro Max models.
- Strong promotions dovetailed with the government subsidy program in May, boosting both Huawei and Apple sales.
- The 618 sales period was flat YoY, reflecting sluggish consumer spending over the festival period.
There is risk ahead as China’s government intends to scale back its existing national subsidy for smartphone purchases later this year, which implies demand will dampen even as it has now become flat. All the same, for Apple, it means the company retains relevance and engagement in its second-largest market.
You can follow me on social media! Join me on BlueSky, LinkedIn, and Mastodon.
