Apple China has announced a strong rebound, reporting a 38% revenue increase in the last quarter, driven mainly by iPhone sales, ending an 18 months decline in the fiercely competitive Chinese market.
The comeback was not expected and surprised many, especially that Huawei company in China and Xiaomi had been gaining ground with premium devices. Yet Apple China focused on timing and pricing, releasing a new iPhone that offered upgrades while remaining affordable, attracting a wide range of buyers.
Strategic Pricing Over Flashy Tech
Apple Chinese market success relied on smart decisions rather than flashy features.
“Overall, a great quarter in China. We could not be happier with it,” said CEO Tim Cook on a call with analysts that the company set a record for iPhone upgrades in China.
The iPhone 17 baseline model played a major role for Apple in China. Traditionally, early adopters favor the Pro or Pro Max models, but this year’s standard iPhone included features normally reserved for premium versions.
“It’s a good story if you’re Apple. It’s the same old story if you’re not Apple,” said Gerrit Schneemann, senior analyst at Counterpoint Research.
Pricing was another key factor for the Apple Chinese market success. Apple listed the iPhone 17 at 5,999 RMB -just below the 6,000 RMB limit- for Beijing’s $43 billion electronics subsidy program.
“Apple’s last peak sales period came with the iPhone 13 series, and after a span of three to four years, its existing users have gradually entered the upgrade cycle this year,” Arthur Guo, Beijing-based research manager at IDC, explained.
Competitors Keep Growing, But Apple China Wins
Chinese competitors also recorded strong growth. Brands like Xiaomi, Vivo, and Oppo saw higher sales of their Pro and Pro Max devices.
Meanwhile, Huawei released its flagship late in November, facing supply shortages, which gave Apple China an edge in the high-end market.
Questions like: after Huawei does Apple need to fear its Chinese market? We asked by analysts.
Some also wonder what if Apple loses the Chinese market. Observers track carefully how much of Apple’s revenue comes from China as local rivals gain momentum.
Despite challenges, Apple China comeback shows that brand loyalty, smart pricing, and timing can outweigh flashy technology. The company reversed 18 months of Apple in China decline without needing folding screens or advanced AI, positioning itself well for 2026.
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