Apple Inc., long a dominant player in China’s smartphone market, has been dethroned as the leading brand in the world’s largest smartphone market by domestic rivals. According to a recent report from research firms Counterpoint and Canalys, Chinese brands such as Oppo and Vivo have surged ahead, benefiting from competitive pricing strategies, innovations tailored to local consumers, and growing national pride in homegrown brands.
The Numbers Behind the Shift
Counterpoint Research revealed that the firm’s market share in China slipped to 17% in the fourth quarter of 2024, a decline from the 21% it held during the same period a year earlier. Oppo, buoyed by the success of its premium Find N3 and mid-tier Reno series, claimed the top spot with an 18% market share, while Vivo closely followed at 17.5%.
This marks a stark shift in a market that once saw Apple’s iPhone dominate the high-end segment, bolstered by strong demand for the iPhone 14 and 15 series. However, as domestic manufacturers launch feature-packed devices at lower price points, Apple is grappling with intensifying competition.
Local Brands Gain Momentum
Chinese brands have been able to capitalize on their intimate understanding of the local market, offering smartphones with advanced features, such as foldable displays and longer battery life, at competitive prices. Oppo’s Find N3, for example, has been hailed as a major breakthrough in foldable phone technology, helping the brand attract tech-savvy consumers.
Additionally, Huawei’s resurgence in the premium segment, despite U.S. sanctions, has also played a significant role. The launch of the Mate 60 Pro equipped with an in-house Kirin chip has reignited local enthusiasm for Huawei products, further denting Apple’s dominance.
The Impact of Geopolitics
Apple’s decline in China is also influenced by broader geopolitical and economic factors. Growing tensions between the U.S. and China have fueled a rise in patriotic sentiment among Chinese consumers, who are increasingly opting for domestic brands.
Furthermore, the Chinese government’s decision to restrict iPhone use among certain state employees and in government agencies has added pressure on Apple. While the company has remained silent on the issue, analysts suggest that these restrictions may have further reduced Apple’s footprint in China.
Expert Insights
Nicole Peng, a senior analyst at Canalys, noted, “The Chinese smartphone market is one of the most challenging and competitive globally. For Apple, the premium segment remains an opportunity, but maintaining loyalty amid rising local innovation will be crucial.”
Echoing this sentiment, Counterpoint analyst Ivan Lam stated, “Chinese brands are no longer just competing on price. They’re leading in design, functionality, and even software ecosystems, giving Apple a run for its money.”
Apple’s Response
While Apple still retains its edge in terms of brand loyalty and ecosystem integration, the company is under pressure to innovate further to regain its position. Analysts expect the company to introduce significant upgrades in the upcoming iPhone models, such as advancements in AI-driven features and improved sustainability measures, to appeal to environmentally conscious consumers.
What Lies Ahead?
The decline in Apple’s market share underscores the dynamic nature of the Chinese smartphone market, where consumer preferences shift rapidly. As local brands continue to innovate and expand their global reach, Apple will need to recalibrate its strategy to stay competitive in this critical market.