Apple's iPhone shipments in China experienced a decline of 25% in the fourth quarter of 2024 due to increased competition from Huawei.

Apple shipped 13.1 million units, maintaining a slight market lead with a 17% share, while Huawei closely followed with 12.9 million units, capturing 17% of the market as well.

Huawei's resurgence can be attributed to a 24% increase in shipments, supported by its reentry into the premium segment with domestically-produced chipsets.

In response to the competitive landscape, Apple has implemented rare discounts, including a four-day promotion offering price reductions of up to 500 yuan on iPhone 16 models.

Major e-commerce platforms, such as Alibaba's Tmall, have also announced significant discounts on iPhone 15 series devices.

Despite maintaining its leadership in the premium segment, Apple is enhancing its competitive position through improved retail experiences, trade-in programs, and expanded interest-free installment plans.

Overall, smartphone shipments in China saw a year-over-year increase of 4% in 2024, totaling 285 million units.