The China Academy of Information and Communications Technology (CAICT) released data on smartphone shipments in March 2025, showing an overall year-over-year increase of 6.5%, with Chinese brand shipments rising by 18.4%. Based on these figures, shipments of non-Chinese brand smartphones—dominated by Apple—declined nearly 50% year-over-year.
According to CAICT data, March smartphone shipments in China totaled 22.73 million units, with Chinese brands accounting for 20.88 million units or 92% of the market. This means non-Chinese brand shipments were approximately 1.85 million units, representing 8%. Compared to March 2024, when non-Chinese brand shipments were about 3.84 million units, this represents a sharp halving of volume.
For the first quarter of 2025, total shipments in China reached 69.67 million units, up 3.3% year-over-year; Chinese brand shipments increased 9% to 60.75 million units. Meanwhile, non-Chinese brand shipments fell over 25% to 8.92 million units.
Counterpoint Research reported that in the first quarter of 2025, the Chinese smartphone market share rankings were led by Huawei at 19.4%, followed by Vivo at 17%, Xiaomi at 16.6%, Oppo at 14.6%, and then Apple at 14.1%. Despite the overall smartphone market growing 2.5%, iPhone sales declined 7.7% during the same period.
Apple's performance in China has been under close scrutiny lately. In its fiscal report ending March 2025, revenue from Greater China dropped 2%. Apple CEO Tim Cook noted that compared to an 11% decline during the 2024 end-of-year shopping season, the company's results in China represent significant improvement.
When addressing questions about the Chinese market, Cook acknowledged that China's "national subsidies" have indeed helped. He also reminded that products priced above CNY6,000 (approx. US$832.95) do not qualify for these subsidies.
With the upcoming 618 shopping festival, platforms like JD.com and Tmall are gearing up for strong promotions. Reports indicate Apple is further reducing prices on some iPhone 16 Pro models to meet subsidy eligibility requirements, aiming to boost sales and regain market share.
Article edited by Jack Wu
