Counterpoint Research: Apple (AAPL.US) boosts smartphone sales growth of 3% year-on-year during China's Double 11

The Zhitong Finance App learned that according to Counterpoint Research's “China Smartphone Weekly Sales Tracking”, smartphone sales in China increased 3% year-on-year during the key sales period of Double 11 this year, mainly driven by strong demand for the Apple (AAPL.US) iPhone 17 series.

Senior analyst Ivan Lam said, “The iPhone 17 series performed very well, especially the iPhone 17 basic version, which has been upgraded in terms of storage capacity, optics, and sensors, but the price is the same as last year's iPhone 16. Sales of the basic version more than doubled year-on-year, while sales of the Pro and Pro Max also achieved medium to high double-digit growth. These two models also enjoyed a 300 yuan discount during the Double 11 period.”

Sales share of major smartphone brands during China's Double 11

Source: Counterpoint Research “China Smartphone Weekly Sales Tracking”

Note: OPPO includes OnePlus; the Double 11 sales cycle is calculated from Monday to Sunday for three consecutive weeks starting October 21, 2024 and October 20, 2025, respectively

Without looking at Apple, the market declined 5% year over year, reflecting a more cautious consumer environment and insufficient momentum to start Q4. This year, many consumers already used subsidies to buy aircraft in advance at the beginning of the year. Furthermore, the strategic focus of major smartphone brands has shifted to newly launched high-end devices, which may have raised the average selling price (ASP), but has had the opposite effect on sales.

As the new flagship Mate 80 series was released two weeks later than the Double 11, Huawei's performance declined the most. This new model is designed to compete with a series of Chinese smartphone brand flagships that have recently been launched.

Sales of Xiaomi (01810) fell 11% year over year, mainly due to the early release of its Xiaomi 17 series, which brought the peak sales one month ahead of schedule, and the weakening performance of older models.