China Smartphone Sales Fall 16% YoY Over 2026 May Day Period; Huawei Leads Market
- China’s smartphone sales declined 16% YoY around the May Day holiday, mainly due to higher memory-driven prices dampening upgrade demand.
- Huawei continues to lead the market, primarily driven by the strong performance of the Enjoy 90 Pro Max and the brand’s stable pricing strategy.
- Apple grew 3% YoY during the May Day period, although it experienced a typical sequential slowdown as the iPhone 17 lineup entered a more normalized demand phase amid intensified competition.
Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo – May 19, 2026
China’s smartphone sales fell 16% YoY during the two weeks surrounding the 2026 May Day holiday, (includes week 18 and week 19), mainly due to memory price increases driving higher smartphone prices and suppressing consumer upgrade demand, according to Counterpoint Research’s China Weekly Smartphone Sell-Out Tracker. Additionally, promotional intensity during the holiday was weaker than in previous years, as OEMs placed greater emphasis on profitability than simply pursuing sales volume.
China Smartphone Weekly Sales, Week 14 – Week 19, 2025 vs 2026
Huawei continued to lead the China smartphone market. The Enjoy 90 Pro Max delivered significantly strong performance, driven by its exceptional battery life and strong value-for-money positioning. Combined with its stable pricing strategy, Huawei has maintained a weekly sales market share of above 25% since April. Additionally, strong sales of the Pura 90 Pro series and the foldable Pura X Max, which officially went on sale at the end of April, further reinforced Huawei’s leading position during the May Day holiday period. While competitors have raised prices under mounting cost pressure, Huawei continued to offer promotions on older models such as the Nova 15 and Mate 80 series, underscoring its domestic supply chain advantage and supporting further market share gains.
Apple is going through seasonality with competitors offering stronger new launches in April. The iPhone 17 lineup entering a more normalized demand phase following a robust six-month run. Apple had a decent Q1 in China. Domestic brands were forced to raise prices due to the memory cost pressure, which made the iPhone look more competitive by comparison, and the subsidy helped at the base level.
Other Chinese brands launched new models in late April and rolled out promotional campaigns, helping them boost sales momentum during the May Day period. However, Chinese Android OEMs have raised prices on legacy models by an average of 13% amid rising component costs, which is likely to further soften market demand in the near term. A modest sequential recovery is expected in early June, supported by the 618 shopping promotions. As the memory-related cost pressure continues to tighten, China’s smartphone shipments are expected to decline 9% YoY in 2026, but it will still outperform the global average.
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.
Follow Counterpoint Research
Receive our insightful weekly newsletter and stay ahead of the competition.
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.