Apple Tops 618 Festival in China Despite Flat Market [Report]

A new report from Counterpoint Research suggests China's smartphone market is set for a slight year-over-year increase in the second quarter of 2025, with Apple and Huawei expected to lead the growth.

According to preliminary figures from Counterpoint's China Smartphone Weekly Sales Tracker, Apple is projected to see high single-digit growth this quarter. The increase is reportedly driven by strong sales of the iPhone 16 Pro and Pro Max models, which were bolstered by promotions in May.

"Apple's adjustment of iPhone prices in May was well timed and well received, coming a week ahead of the 618 shopping festival," said Associate Director Ethan Qi. These promotions were also dovetailed with a government subsidy program, further boosting sales.


While the 618 sales period itself was reportedly flat year-over-year, reflecting sluggish consumer spending, Apple still managed to claim the top spot during the festival. Three different iPhone models secured spots in the top half of the bestseller list for the period. The performance marks a potential turnaround from the first quarter, where Apple slipped to fifth place in the region.

Counterpoint expects Huawei to show the highest growth among major brands, taking the number one spot in the Chinese market for the second quarter. Senior Analyst Ivan Lam noted that "Huawei is still riding high on the loyalty of its core users as they replace their old phones with new Huawei releases."

Senior Analyst Mengmeng Zhang added that while the national subsidy for smartphones propped up the second quarter's performance, the program is expected to be scaled back in the latter half of the year. This, she noted, creates some risk, especially considering the recent sales season was "uneventful."

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