Apple experienced a 25% decline in smartphone shipments in China during the fourth quarter of 2024, according to research conducted by Canalys.

The company shipped 13.1 million units, giving it a narrow market lead with a 17% share. Huawei closely followed with 12.9 million units, matching Apple's market share after a significant 24% increase in shipments. Huawei's resurgence is attributed to its reentry into the premium sector, leveraging domestically produced chipsets.

In response to increased competition, Apple has implemented rare discounts and launched a promotional campaign in January, which includes price reductions on iPhone 16 models. Major Chinese e-commerce platforms, such as Alibaba's Tmall, are also offering substantial discounts on Apple devices. Canalys analyst Amber Liu highlighted that Apple's strategy goes beyond seasonal promotions, focusing on customer retention and improved retail strategies to navigate the challenging market landscape.