China Smartphone Sales Decline 2% YoY in First 8 Weeks of Q3 2025 as Market Takes Breather
- The first eight weeks of Q3 2025 saw China’s smartphone sell-through fall 2% on material declines from vivo and HONOR.
- OPPO saw the strongest growth due to a better product lineup.
- Huawei’s improved supply chain and mid-segment push helped keep growth in the black.
- Xiaomi and Apple’s sell-through also went into the red, albeit in single digits.
- Overall, we are expecting slightly negative quarterly growth and flat for the full year.
Beijing, Hong Kong, Berlin, Buenos Aires, Fort Collins, London, New Delhi, Seoul, Taipei, Tokyo – September 17, 2025
China’s smartphone sell-through fell 2% YoY in the first eight weeks of Q3 2025 on material declines from vivo and HONOR. vivo had a strong showing in the lower-to-mid-range with its Y300, S30 and X200s series, but consumers were buying more mid-to-high-end products as promotions and the national subsidy program intensified competition in that segment, favoring the likes of OPPO and Huawei. HONOR is expected to return to a top-five position this quarter, after two consecutive quarters outside the top five. Its 400 series and X70 are supporting a market-share recovery.
China Smartphone Sell-Through by OEM Share in First 8 Weeks of Q3 2025
Source: Counterpoint Research. Notes: Numbers may not add up to 100% due to rounding; OPPO includes OnePlus
Apple also saw a percentage point decline in share, though its impact on the overall market was tempered by the sustained solid performance of the iPhone 16 Pro series under adjusted pricing. This kept the iPhone 16 series’ momentum positive at least through July relative to the iPhone 15 series in the same period of 2024.
OPPO saw the strongest growth due to a better product lineup. The brand is enjoying strong demand for its Reno 14 series devices as it hits the sweet spot with premium features at mid-range prices. Excellent imaging features, rugged and functional design, battery life and strong overall performance have ticked all the consumer boxes, resulting in one of the best-selling flagships in China after the iPhone 16 series.
Huawei’s continued portfolio expansion has helped growth stay positive. Its recent Nova 14 series, continuing the strong performance from the Nova 13 series, has maintained strong momentum since its launch in May. Coupled with continued strength across its older but higher-end flagships like the Mate 70 series, Huawei continues to edge upwards in the domestic share rankings.
Counterpoint expects slightly negative growth for the whole of Q3 2025 and flat for the full year of 2025.
Note: This press release was updated on September 19 to reflect clarifications.
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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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Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.