Apple Inc. has reclaimed its position as the leading smartphone brand in China, with iPhone sales capturing the top spot in May 2025, according to data from Counterpoint Research. This milestone marks a significant recovery for the tech giant in its second-largest market, where it has faced intense competition from domestic rivals like Huawei, Vivo, and Xiaomi. The resurgence comes amid a 15% year-on-year global sales increase during April and May 2025, Apple’s strongest two-month performance since the COVID-19 pandemic.
Global Sales Surge
Counterpoint Research reports that Apple’s global iPhone sales grew by 15% year-on-year in April and May 2025, driven primarily by strong performances in China and the United States, Apple’s two largest markets. This growth reflects Apple’s ability to rebound from earlier challenges, including a reported 18.2% sales decline in China in Q4 2024. The company also saw double-digit sales increases in Japan, India, and the Middle East, showcasing the global appeal of its iPhone lineup.
| Detail | Value |
| iPhone Sales Rank in China (May 2025) | Top spot |
| Global iPhone Sales Growth (Apr-May 2025) | 15% year-on-year |
| Discounts on iPhone 16 Models in China (May) | Up to 2,530 yuan ($351) |
| April 2025 Foreign-Branded Phone Shipments in China | 3.52 million units (from 3.50 million year earlier) |
Strategic Pricing and Market Recovery
Apple’s success in China during May 2025 was bolstered by significant discounts on its iPhone 16 models, with reductions of up to 2,530 yuan ($351) offered on major e-commerce platforms. These price cuts made Apple’s premium devices more accessible to Chinese consumers, who are often price-sensitive in the mid-to-high-end smartphone segment. This strategy helped Apple overtake competitors like Vivo, Huawei, and Xiaomi, which had previously dominated the market.
Data from the China Academy of Information and Communications Technology indicates that shipments of foreign-branded phones in China rose slightly to 3.52 million units in April 2025, up from 3.50 million the previous year. While specific May shipment figures are unavailable, the upward trend suggests growing demand for Apple’s products.
Historical Context in China
Apple’s performance in China has been a rollercoaster in recent years. In 2023, Apple held the top spot in China’s smartphone market, but by Q4 2024, it had fallen to third place with a 17.1% market share, behind Huawei (18.1%) and Xiaomi (17.2%). Earlier in 2024, Apple faced a 24% sales drop in the first six weeks, driven by competition from Huawei’s Mate 60 series and aggressive pricing from Vivo, OPPO, and Xiaomi.
The May 2025 recovery indicates that Apple has effectively addressed these challenges. The company’s focus on premium models, such as the iPhone 16 Pro and Pro Max, which saw strong sales earlier in 2024, likely contributed to its resurgence.
Competitive Landscape
Despite its May 2025 success, Apple faces ongoing competition in China. Huawei has regained significant ground since overcoming U.S. sanctions, with its Mate and Pura series challenging Apple in the premium segment. Xiaomi and Vivo have also strengthened their positions through aggressive pricing and innovation. Additionally, the absence of Apple Intelligence features in China, due to regulatory restrictions, has been a hurdle, as local brands increasingly integrate AI capabilities.
Apple’s ability to offer substantial discounts and leverage its ecosystem—encompassing services like Apple Music, iCloud, and the App Store—has helped maintain its appeal. The company’s brand loyalty and reputation for quality continue to resonate with Chinese consumers.
Global Market Dynamics
Apple’s global performance provides context for its success in China. In Q1 2025, Apple captured 19% of the global smartphone market, edging out Samsung’s 18%. The iPhone 16 was the world’s best-selling smartphone in Q1 2025, with strong demand in Japan and emerging markets like India and the Middle East. This global strength underscores Apple’s ability to balance challenges in one market with gains in others.
Future Outlook
Looking ahead, Apple must sustain its momentum in China to maintain its competitive edge. The holiday season, a critical period for smartphone sales, will test Apple’s ability to innovate and attract consumers. The company is expected to launch new iPhone models in September 2025, potentially featuring advanced AI capabilities, which could further boost sales if regulatory hurdles in China are addressed.
Macroeconomic factors, such as China’s economic recovery and consumer spending trends, will also influence Apple’s performance. While challenges remain, Apple’s strategic pricing, strong brand, and ecosystem advantages position it well for continued growth.
Apple’s recapture of the top spot in China’s smartphone market in May 2025 is a testament to its resilience and adaptability. By leveraging discounts, marketing, and its premium product lineup, Apple has overcome recent challenges to reclaim leadership in a critical market. As competition intensifies and consumer preferences evolve, Apple’s ability to innovate and meet demand will be key to its long-term success.