Data released by the China Academy of Information and Communications Technology (CAICT) on December 25, 2025, revealed a dramatic surge in foreign-branded mobile phone shipments to China in November, more than doubling year-on-year to 6.93 million units—a 128.4% increase. This sharp rise contrasts with the overall market’s modest 1.9% growth to 30.16 million units, highlighting renewed consumer interest in international brands, particularly Apple’s iPhones, amid a stabilizing domestic economy.
Background on China’s Smartphone Market Dynamics
China, the world’s largest smartphone market, has long been dominated by local brands like Huawei, Vivo, Xiaomi, and Oppo, which collectively hold over 70% share in recent years. Foreign brands, led by Apple, faced headwinds from intense competition, U.S.-China trade tensions, and Huawei’s resurgence post-sanctions. Apple’s sales declined for several quarters through early 2025, dipping below 20% market share at times. However, the September 2025 launch of the iPhone 17 series, featuring advanced AI capabilities and localized features, sparked a turnaround. October saw Apple’s sales jump 37% year-on-year, capturing 25% market share—the highest since 2022.
Drivers Behind the November Surge and Implications
The November spike is largely attributed to sustained demand for the iPhone 17 lineup, including the popular base model and Pro variants, boosted by holiday promotions and year-end inventory builds. Foreign brands’ share rose significantly, signaling a shift in premium segment preferences. Analysts note this recovery reflects Apple’s strategic pricing adjustments, ecosystem loyalty, and innovations countering domestic rivals. While overall market growth remains tepid, this foreign brand momentum could pressure local manufacturers to accelerate AI and foldable innovations. For global players, it underscores China’s enduring importance, potentially adding billions in revenue amid broader economic recovery signals.