China’s smartphone shipments fell 1.6% YoY in Q4 2025 and 0.6% YoY for the full year, according to preliminary data from Counterpoint Research’s Market Monitor Tracker. Apart from Q1, when government subsidies provided a temporary uplift, shipments in all other quarters of 2025 recorded YoY contractions. 

Apple led China’s smartphone market in Q4 with a 22% share, driven by strong traction for the iPhone 17 series and an accelerated supply ramp. The Pro series, with its distinctive new camera design, and the base variants, with double the storage of last year’s equivalent but at the same price, have all seen a strong market response. Sales for the iPhone Air, which saw a delayed launch, came in at a low single-digit share. Senior Analyst Ivan Lam said, “The late launch and trade-offs between thinness and the feature set resulted in a slow start for the iPhone Air. But it’s a significant product, not only as an exploration into ultra-thin design, but also when considering the longer-term structural implications for the domestic market for eSIM smartphones.” 

OPPO moved up to second place in Q4 on 15% YoY growth, driven by sustained strong demand for the Reno series, alongside incremental volumes contributed by the newly launched Find X9 and OnePlus 15 series.

Huawei ranked first in the Chinese market for the full year, despite experiencing a YoY decline in the second half of the year. Huawei’s mid-to-high-end models performed strongly following price discounts, reinforcing its overall market leadership. The delayed launch of the Huawei Mate 80 series relative to competing models weighed on its Q4 performance. However, we observed a strong rebound at the start of 2026, supported by a new round of subsidies.

Despite YoY declines in Q4, vivo, Xiaomi and HONOR showed some positive highlights. The vivo iQOO 15 delivered exceptional value for money among devices powered by Qualcomm’s latest flagship chipset. The Xiaomi 17 series saw early-quarter momentum, with its Pro models’ innovative rear display being a standout. The Xiaomi 17 Ultra launched two months earlier than its predecessor, underscoring an accelerated flagship cadence to secure first-mover advantage. HONOR’s X70 and 400 series maintained solid demand, while the newly released WIN series drew attention for its thermal performance. 

Looking ahead, according to Counterpoint’s

memory prices are expected to rise further, by 40%-50% in Q1 2026, followed by an additional increase of around 20% in Q2 2026. Amid rising memory costs, smartphone OEMs are expected to optimize their product portfolios, with a particular focus on scaling back low-end models to preserve margins. The new round of national subsidies has partially alleviated cost pressures across the industry. However, we remain cautious on the overall smartphone market outlook for this year.

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.