Apple’s iPhone shipments in China climbed about 8% year‑on‑year during the second quarter, marking its first growth there since the spring of 2023.
Counterpoint Research noted this rebound covers the three months ending June 30, a welcome sign as the tech giant fights to revive its fortunes in its second‑largest market.
May promotions drove the iPhone uptick
According to Counterpoint, one key factor was a burst of promotions in May. Several Chinese e‑commerce platforms slashed prices on the newest iPhone 16 models, helping spark renewed demand.
At roughly the same time, Apple quietly boosted its trade‑in valuations for older iPhones, another nudge that encouraged users to upgrade.
Demand for Apple’s iPhone in mainland China is expected to encounter headwinds in the second half of 2025, after sales of the device received a strong boost in recent months on the back of promotions in the world’s biggest smartphone market.
“Apple’s price tweak in May was well‑timed and warmly received, landing just before the 618 shopping festival,” said Ethan Qi, associate director at Counterpoint, in a press statement.
That annual June sale event routinely sees retailers offering steep markdowns, and Apple’s participation helped it stand out amid the frenzy. Even on Tmall – Alibaba’s subsidiary, there was at least one brand new iPhone 16 listed for about 5,299 yuan, during the June 18 or 618 shopping festival. This was also about $230 below the Apple official listing price of 6,999 yuan.
Now, select models of the iPhone, iPad, and Apple Watch that cost below 6,000 yuan (US$837) are eligible for a subsidy of up to 500 yuan, while as much as 2,000 yuan in discounts cover certain MacBook and Mac computer models, according to Apple’s statement last month.
Apple boosted trade‑in offers in China
By lifting trade‑in credits, Apple made it more attractive for customers to swap in older handsets. Even if the move seemed small, it likely pushed some fence‑sitters over the edge, swapping in their four or five‑year‑old models for shiny new ones.
This uptick will reassure investors who’ve watched Apple’s share price slip around 15% so far this year. A mix of supply‑chain snags, macroeconomic worries, and mounting competition has weighed on the stock, so any sign of recovery in China, a market accounting for well over 20% of global iPhone revenue, is greeted with relief.
Yet Apple’s path is anything but clear. US pressure, most notably former President Trump’s flirtations with tariffs and his calls for onshore iPhone production, adds geopolitical risk, while Huawei’s smartphone arm has roared back to life.
After being hamstrung by sanctions, Huawei debuted a new flagship late last year featuring a home‑grown chip once thought out of reach as it assumed the “big brother” role in China. The company has taken up market share that once belonged to US tech firms like Nvidia whose advanced chips are under export restrictions.
During Q2, Huawei snagged the top spot in China by market share, with its sales up 12% year‑on‑year, Counterpoint reports. Close behind were Vivo and then Apple in third place.
“Huawei’s core users are loyal,” said Counterpoint senior analyst Ivan Lam, “and they’re swapping out old handsets for each fresh Huawei release.”
Apple’s China rebound, while modest, suggests that clever pricing and timing can still move the needle, at least temporarily. But with local rivals charging hard, any lasting recovery will demand more than seasonal discounts.
Analysts thinks that continuous innovation, stronger trade‑in deals, and perhaps deeper local partnerships may be required if Apple hopes to sustain growth in this fiercely competitive arena.
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