Apple experienced a significant decline in iPhone shipments in China in the fourth quarter of 2024, with a reported drop of 25%. Despite this decline, Apple maintained a narrow market lead with a 17% share, closely contested by Huawei, which captured an equal market share.
Huawei's resurgence can be attributed to its return to the premium smartphone segment and the introduction of locally-made chipsets. The competitive landscape in China is becoming increasingly challenging for Apple, prompting the company to implement rare discounts on its products. Major Chinese e-commerce platforms have also offered promotions on Apple products, highlighting the intensifying competition in the Chinese smartphone market.
To enhance its competitive position, Apple is focusing on improving retail experiences, implementing trade-in programs, and expanding interest-free installment plans.
The overall smartphone market in China saw a 4% year-over-year increase in shipments, indicating robust demand. The ongoing rivalry between Apple and Huawei reflects the shifting preferences of Chinese consumers and the intensifying competition in the global technology sector.