Apple Says It’s Back... Can It Stay Ahead In China?

Apple may be regaining some momentum in China after a rocky stretch, but the real question is whether it can hold off surging local players.

Huawei and Xiaomi aren’t just competition — they’re reshaping the market with hardware innovation, aggressive pricing and national pride on their side.

Apple’s China Comeback Has Limits

TF Securities analyst Ming-Chi Kuo says Apple has “put the worst behind it” in China, with iPhone 17 Pro Max sales leading the charge.

Analysts expect iPhone shipments in the country to climb 11% year-over-year in the second half of 2025. That’s a relief for Cupertino after months of decline.

However, according to an August Canalys report, Mainland China’s smartphone market shrank 4% year-over-year in the second quarter of 2025.

The slowdown came as the earlier momentum from government subsidy programs started to fade. Huawei regained the lead, shipping 12.2 million devices for an 18% market share.

Vivo trailed narrowly with 11.8 million units and 17% share, while OPPO (including OnePlus) ranked third with 10.7 million shipments, holding 16%.

Xiaomi, which extended its streak of annual growth to eight straight quarters, claimed fourth with 10.4 million units. Apple rounded out the top five with 10.1 million units shipped.

Apple currently controls about 25% of the worldwide smartphone market, according to Statcounter, making it the single largest brand. That’s a big number — but not a comfortable lead.

What iPhones Still Don’t Deliver

Let’s be honest —Apple has some weak spots:

Battery and charging: iPhones still pack smaller batteries and slower charging compared to Xiaomi and Huawei flagships that push 7,000 mAh and 100W charging speeds.

Innovation pace: Foldables? Secondary displays? Periscope zoom? Local rivals test new features fast, while Apple usually waits until tech matures.

Price-to-performance: Apple’s brand premium is steep. A Xiaomi 17 Pro Max offers similar (or even bolder) specs for nearly half the price of an iPhone 17 Pro Max.

For consumers, those differences matter — especially when local alternatives come with fewer compromises.

Why China Is Rallying Around Local Brands

There’s also a national element at play. Huawei, despite U.S. sanctions, has leveraged homegrown chip design and its HarmonyOS ecosystem to build loyalty. Xiaomi has doubled down on value and AI-powered features that appeal to younger buyers.

Statcounter data shows Apple with 22.5% market share, Huawei at 15.1% and Xiaomi at 10.4% as of August 2025. But the momentum often swings toward local brands, helped by supportive policies and a growing sense of pride in buying “Made in China.”

2026: The Make-Or-Break Year

Apple will try to reset the balance in 2026 with two big launches: a refreshed iPhone SE in the first half and a new flagship series in the second. But Huawei is fixing app compatibility issues and Xiaomi is already plotting its AI-heavy 18 Series.

The fight isn’t just about features — it’s about who can own the narrative of innovation in the world’s biggest smartphone market.

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