Apple Powers China Singles’ Day Smartphone Sales to 3% YoY Growth
- China’s Singles’ Day smartphone sales grew 3% YoY, driven by Apple’s iPhone 17 series.
- Excluding Apple, this year’s Singles’ Day reflected a cautious consumer environment due to economic headwinds combined with weak momentum going into the fourth quarter.
- Furthermore, OEMs shifted focus to newly launched premium models, further pressuring volumes.
- With its flagship Mate 80 launch missing the sales period, Huawei saw the biggest decline among major brands.
- This year’s Xiaomi 17 series launch timing shifted its sales peak to a month earlier, whereas its predecessor Xiaomi 15 series benefited from a Double 11-timed debut.
Beijing, Hong Kong, Berlin, Buenos Aires, Fort Collins, London, New Delhi, Seoul, Taipei, Tokyo – November 27, 2025
Smartphone sales in China over the key Singles’ Day shopping period** this year grew 3% YoY, primarily driven by strong demand for Apple’s iPhone 17 series devices, according to Counterpoint Research’s China Weekly Smartphone Sell-Out Tracker.
“The iPhone 17 series has performed really well for several reasons, especially the iPhone 17 base model, which comes with upgraded storage, larger optics and advanced sensors – all at the same price as last year’s iPhone 16,” said Senior Analyst Ivan Lam. “Sales more than doubled for the base model, and were in mid-to-high double-digits for the Pro and Pro Max models, which also enjoyed CNY 300 discounts during the sales period.”
China Singles’ Day Smartphone Sell-Out Share by Key OEM**
*OPPO includes OnePlus
**Singles Day sales period calculated on a Monday-Sunday basis for three weeks starting October 21 and 20 in 2024 and 2025, respectively
Without Apple, the market declined 5% YoY, reflecting a cautious consumer environment combined with weak momentum going into the fourth quarter, with many consumers having bought smartphones earlier in the year to take advantage of subsidies. Furthermore, OEMs shifted focus to newly launched premium devices, potentially raising average selling prices (ASPs) but having the opposite effect on unit sales.
With the launch of its new Mate 80 flagship series missing the sales period by two weeks, Huawei saw the biggest decline. The new device is aimed at competing with the slew of Chinese OEM flagships launched recently.
Xiaomi’s sales declined 11% YoY due to the early launch of its Xiaomi 17 series, which shifted its sales peak to a month earlier, as well as a weaker performance of older models.
Related research: China Smartphone Market off to Strong Q4 on Stellar iPhone Sales
About Counterpoint Research
Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.
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Author
Ivan Lam
Ivan is a Senior Research Analyst at Counterpoint Research, based in Hong Kong. He has more than 15 years of experience, with a major focus on mobile and network devices. He has spent years in Southeast Asia markets working in business development, brand management, and channel management. In addition to his expertise in Southeast Asia, he is also well connected with the ODM and OEM sectors. Prior to joining Counterpoint Research, Ivan served at TCL Communication, KaiOS Technologies Inc., and Wiko Mobile, mainly leading business development, go-to-market strategy, and strategic planning. Ivan holds a Master's degree in Business Administration from the Hong Kong University of Science and Technology.