Apple carried China’s Singles Day shopping festival into sales growth. Apple’s iPhone series accounted for 26% of smartphone sales in the one-month promo period that ended on November 11.
Per Counterpoint’s numbers, removing the iPhone 17 series numbers would leave the Singles Day festival at a 5% year-on-year decline. According to data firm Syntun’s numbers, 2025’s Singles Day totalled 1.70 trillion CNY ($240 billion, €208 billion) across platforms, up from 1.44 trillion CNY in 2024.
Still, declining consumer interest this year, driven by a property crisis and income security concerns in Chinese customers, threatened Singles Day festival sales.
Xiaomi accounted for the second-largest share of smartphone sales with 17%, thanks to an earlier Xiaomi 17 series launch. Huawei dropped from 17% in 2024 to 13% this year. The brand just unveiled its Mate 80 series this week, missing the promotion.
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