Apple’s smartphone shipments in China experienced a remarkable surge of 52% in April compared to the previous year, marking a continuation of the rebound observed in March. Data from the China Academy of Information and Communications Technology (CAICT), a research firm affiliated with the Chinese government, revealed this positive trend, indicating a strong performance by the U.S. tech giant in the world’s largest smartphone market.
The significant increase in shipments follows a period of tepid performance by Apple earlier in the year, amidst heightened competition in the high-end smartphone segment from local rivals like Huawei. However, the latest data indicates a turnaround for Apple in China’s fiercely competitive smartphone landscape.
While the CAICT data did not explicitly mention Apple, the company is widely recognized as the dominant foreign phone maker in China. Therefore, the surge in foreign-branded shipments is largely attributed to Apple’s improved performance.
In March, Apple recorded a 12% increase in shipments, signaling a notable recovery from the sales slump experienced in the first two months of 2024, during which the company saw a 37% decline in sales.
The momentum is expected to continue into May, fueled by an aggressive discounting campaign launched by Apple on its official Tmall site in China. The campaign offers substantial discounts of up to 2,300 yuan ($318) on select iPhone models, further boosting sales prospects for the tech giant.
Apple CEO Tim Cook recently expressed optimism about iPhone sales growth in key markets, including China, following an 8.1% drop in second-quarter revenue from the Greater China region.
The intensified competition in the Chinese smartphone market comes as Huawei introduced its new series of high-end smartphones, including the Pura 70, last month. Huawei’s retail strategy, which includes expanding flagship stores and retail distributors, underscores its determination to maintain its competitive edge in the market. Meanwhile, Huawei spinoff Honour retains the top spot in smartphone sales.
Overall smartphone sales in China witnessed a robust growth of 25.5% in April, reaching 22.7 million units, according to CAICT data. This upward trend reflects the resilience of the Chinese smartphone market and signals promising opportunities for both foreign and domestic players amid evolving consumer preferences and market dynamics.