Apple iPhone Sales Drop 24% in China Huawei Resurgence Noted

07 Mar, 2024

Apple iPhone Sales Drop 24% in China Huawei Resurgence Noted

In the first six weeks of 2024, Apple witnessed a significant setback in its iPhone sales in China, with a notable 24% drop, as reported by Counterpoint Research. The decline was attributed to intensified competition from local smartphone giants such as Huawei, Oppo, Vivo, and Xiaomi. Although other Chinese smartphone brands also experienced decreases in unit sales during this period, Apple's decline was more pronounced.

Huawei, in particular, posed a substantial challenge to Apple, experiencing a resurgence in its consumer business in China following the launch of its Mate 60 smartphone. The Counterpoint Research report highlighted Huawei's impressive 64% year-over-year increase in smartphone unit shipments during the first six weeks of 2024. Additionally, Huawei's spinoff brand, Honor, recorded a 2% growth in handset shipments.

Despite the overall decline in Apple's performance, Counterpoint Research noted that the company faced a tough competitive landscape in China, where local brands were exerting significant pressure. Notably, Huawei's resurgence was attributed to the success of its Mate 60, featuring 5G connectivity—a surprising move after facing sanctions that restricted its access to key technology.

Analysts suggested that Huawei's revival might impact not only Apple but also other non-Apple brands in the premium segment. Neil Shah, an analyst at Counterpoint Research, emphasized Huawei's efforts to win back consumers who had shifted to iPhones in previous years. The report also acknowledged Apple's challenges related to disruptions in its supply chain, particularly in late 2022, caused by Covid-19 lockdowns in China. These disruptions led to abnormal supply patterns, affecting Apple's sell-through in January 2023 compared to January 2024. As Apple grapples with these challenges, the Chinese market remains fiercely competitive, with Huawei leading the charge in reclaiming its position in the smartphone industry.