Published: Saturday, January 4, 2025 · 9:50 AM | Updated: Saturday, January 4, 2025 · 9:50 AM
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In November 2024, foreign smartphone brands shipped only 3.04 million units in the Chinese market, marking a significant year-on-year decline of 47.4% and a month-on-month drop of 51%. Apple (AAPL, Financial) dominated these shipments, while brands like Samsung held a minor share. This reflects the increasing pressure foreign brands face in the world’s largest smartphone market.
The primary reason for the drastic decline in foreign smartphone sales is the fierce competition from domestic brands, particularly Huawei, which has launched several popular high-end smartphones. Market research firm IDC reported that in the third quarter of 2023, Huawei’s growth rate significantly surpassed that of Apple.
In response to the intensifying competition, Apple is focusing on the iPhone 16 series, launched in September, and plans to introduce new AI features through its Apple Intelligence software to drive a potential recovery. Meanwhile, domestic competitors are also incorporating AI features into their devices.
To boost iPhone 16 sales, Apple announced a New Year promotion in China from January 4 to 7, offering discounts on a wide range of products, including iPhones, Macs, iPads, Apple Watches, AirPods, and Apple Pencils. Customers can enjoy discounts of up to 800 RMB on select products, with additional trade-in offers for new iPhones.
Analysts suggest that while the sudden price cuts are not substantial, they could help Apple improve its sales performance before the Chinese New Year and gain a competitive edge over domestic brands.
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