Apple’s iPhone is making an impressive comeback in China, regaining its position in the market with a competitive pricing strategy and renewed energy. In the second quarter of 2025, Apple achieved its first year-over-year sales growth in China in two years, marking a significant break from its previous decline. The Chinese market is crucial for Apple, contributing a substantial portion to its overall revenue. 
This growth could continue into the next quarter if Apple maintains its momentum.
According to Counterpoint Research, iPhone sales in mainland China rose by 8% from April 1 to June 22, compared to the same period last year. This marks the first quarterly increase in the region since the second quarter of 2023. The surge in sales can be attributed to Apple’s aggressive pricing tactics and government subsidies, particularly ahead of China’s mid-year 618 shopping festival. Major Chinese e-commerce platforms like JD.com and Tmall offered substantial discounts on the iPhone 16, with prices dropping by as much as 2,530 yuan ($351) below the retail price. Apple also incentivized trade-ins, offering higher values for older models, encouraging users to upgrade.
Additionally, select iPhone models purchased directly from Apple at prices below 6,000 yuan were eligible for subsidies of up to 500 yuan. Some Mac models also received discounts of up to 2,000 yuan through the same program. Despite Apple’s recent success, it had faced a steady decline in sales and revenue from the third quarter of 2022 to the first quarter of 2025, with one exception. Factors such as regulatory challenges, trade tensions, and government-imposed rules on iPhones in certain workplaces had contributed to this downturn. Moreover, domestic competition from Huawei, Xiaomi, and Oppo, which continually enhanced the features and design of their devices, played a significant role in Apple’s struggles.
Although Apple has regained some ground, it still lags behind Huawei, which secured the top spot with a 12% year-over-year growth. Vivo took second place, despite a 9% drop in its sales. Nevertheless, Apple’s rise to third place is a notable achievement. China remains an essential market for Apple, accounting for 20% of its total global iPhone shipments. Apple’s fiscal earnings report for the third quarter, due later this month, will provide further insights into its performance in China and beyond.
2 comments
This is probably the first time I’ve seen Apple get aggressive with prices like this 😂
Well done Apple, but I don’t think they will beat Huawei anytime soon 👀