Apple's latest iPhone 17 series emerged as the undisputed champion during China's month-long Singles' Day shopping festival in 2025, single-handedly driving growth in an otherwise sluggish smartphone market according to fresh data from research firm Counterpoint.
iPhone 17 Propels Market Forward
The American tech giant accounted for 26% of all smartphones sold during the extended shopping event that concluded on November 11. This strong performance helped overall smartphone sales increase by 3% compared to the same period last year, providing a much-needed boost to the market.
However, the research reveals a concerning trend when examining the market without Apple's contribution. Excluding Apple, smartphone sales actually declined by 5% during the festival, underscoring the challenging consumer environment in China.
Wider Market Struggles Amid Economic Concerns
Counterpoint analysts described the broader smartphone market as "drained of momentum", reflecting widespread economic anxieties among Chinese consumers. The prolonged property sector crisis and growing concerns about income security have made shoppers increasingly cautious about their spending.
The 2025 Singles' Day festival spanned more than a month across China's leading e-commerce platforms. While total sales across all categories reached 1.70 trillion yuan (approximately $240 billion), up significantly from last year's 1.44 trillion yuan, the event failed to generate the usual excitement among shoppers.
Competitors Face Significant Declines
Among other major smartphone brands, Huawei experienced the most dramatic setback. Huawei's market share dropped from 17% to 13%, partly because its recently launched flagship Mate 80 missed the crucial sales period.
Xiaomi maintained the second-largest market share at 17%, but still witnessed declining sales compared to last year. This drop was attributed to the earlier release of the Xiaomi 17 series, which may have diluted demand during the actual shopping festival.
Apple's dominance during this key sales period highlights the brand's enduring appeal even in a restrained economic climate. The newly launched iPhone 17 models, released in September, have proven tremendously successful in both the United States and China, delivering double-digit year-on-year sales growth in both critical markets according to Bloomberg reports.
The iPhone 17 series, which includes four distinct models, has encouraged numerous users to upgrade their devices. The latest addition to the lineup, the iPhone Air, marketed as the world's thinnest iPhone, has generated exceptional consumer interest with long queues of eager customers waiting to purchase the innovative handset.
