Apple Dominates Singles’ Day as iPhone 17 Demand Powers China’s Smartphone Market
China’s annual Singles’ Day shopping extravaganza once again delivered staggering sales figures, but this year’s festival revealed a clear standout in the smartphone market: Apple. New data from Counterpoint Research shows that the American tech giant played an outsized role in driving smartphone demand during the month-long promotional period—an event traditionally known for fueling massive consumer spending across the country’s leading e-commerce platforms.
According to the research firm, Apple captured 26% of all smartphone sales during the festival. This extraordinary performance came at a time when China’s broader consumer market is navigating uncertainty and weaker sentiment. Despite the challenging backdrop, the enthusiasm surrounding Apple’s devices—especially the newly launched iPhone 17 series—served as a major catalyst in lifting overall smartphone sales by 3% compared to last year.
However, Counterpoint’s analysis also highlighted that the smartphone sector remains fragile. When Apple’s numbers are removed from the picture, sales across other brands actually declined by 5% year-over-year, revealing that Apple alone was responsible for keeping the market afloat.
iPhone 17 Fuels Apple’s Strong Momentum
Among Apple’s latest lineup, the iPhone 17 emerged as the star of the festival. Its strong demand not only kept the company ahead of domestic rivals but also underscored the loyalty and purchasing power of the Apple user base in China.
The new series—launched in September—includes four models targeting a wide range of premium consumers. One model in particular, the iPhone Air, has become a major talking point. Marketed as the world’s thinnest iPhone ever, it has captured the attention of tech enthusiasts and everyday shoppers alike. Long queues were reported outside stores as consumers rushed to upgrade their devices ahead of the shopping season.
The buzz surrounding the iPhone 17 helped Apple extend its lead in China, a market where competition is fierce and consumer preferences can shift quickly. Analysts note that while the country’s economic slowdown has led to more cautious spending habits, Apple has remained remarkably resilient, continuing to attract customers even during periods of lower overall demand.
A Market Losing Steam Despite Record Sales
The 2025 Singles’ Day festival officially wrapped up on 11 November, closing out more than 30 days of non-stop promotions from major platforms like Alibaba and JD.com. In terms of raw sales volume, the event once again broke records. Across all categories, total sales reached an impressive 1.70 trillion yuan (approximately $240 billion), up from 1.44 trillion yuan in the previous year.
Yet despite the headline numbers, consumer excitement surrounding the festival was noticeably muted. Counterpoint described the market as “drained of momentum,” reflecting deeper anxieties within Chinese society. China’s prolonged property downturn, concerns about income stability, and uncertainty over long-term economic prospects have kept many households on guard, leading to more conservative spending patterns.
Singles’ Day—once associated with explosive growth and widespread enthusiasm—appeared this year to be driven more by necessity than celebration. Shoppers focused heavily on essentials and value-driven purchases rather than big-ticket items. In this environment, Apple’s ability to inspire strong demand stands out even more, highlighting the company’s enduring brand power.
Huawei and Xiaomi Struggle to Keep Pace
While Apple enjoyed a strong festival season, several major Chinese smartphone makers faced notable declines.
Huawei: A Decline in Momentum
Huawei experienced the steepest drop among major brands, with its share sliding from 17% to 13% compared to last year. A key factor in its weaker performance was the mistiming of its latest flagship, the Mate 80, which launched too close to the festival to fully capitalize on major promotional waves.
Additionally, Huawei continues to navigate the challenges posed by limited access to certain advanced components due to ongoing global restrictions. While the company remains popular among Chinese consumers, its inability to match Apple’s pace during Singles’ Day was evident.
Xiaomi: Holding Second Place, but Losing Ground
Xiaomi retained the second-largest market share at 17%, but its overall sales still dipped from the previous year. The earlier release schedule for the Xiaomi 17 series contributed to lower festival-period sales, as many of its customers had already upgraded their devices before Singles’ Day began.
Despite its strong domestic presence and competitive pricing strategy, Xiaomi struggled to generate buzz comparable to Apple’s iPhone 17 lineup. The results reflect broader pressures across China’s smartphone segment, where brand loyalty and premium-demand dynamics increasingly favor Apple.
A Mixed Economic Landscape Shapes Consumer Behavior
The contrasting fortunes of Apple and its competitors during Singles’ Day offer a window into the broader economic climate in China. While retail spending continues to grow in aggregate terms, the composition of that spending is evolving.
Many consumers are becoming more selective, prioritizing purchases that offer longevity, reliability, and strong perceived value. This shift plays directly into Apple’s strengths. The company’s reputation for quality, longevity of software support, and premium ecosystem keeps drawing buyers even in uncertain times.
By contrast, several domestic brands—despite offering attractive features and price points—are finding it harder to trigger the same level of urgency among shoppers. With consumers delaying non-essential purchases, upgrades that lack clear technological leaps fail to spark widespread enthusiasm.
Counterpoint’s data reinforces this divide. Without Apple’s high-performance showing, China’s smartphone market would have posted negative results during the festival—a clear sign that many consumers are tightening their budgets and approaching new purchases with greater caution.
iPhone 17’s Global Success Strengthens Apple’s Position
Apple’s impressive Singles’ Day results in China mirror similar success in other key markets. According to Bloomberg, the iPhone 17 lineup is performing strongly not only in China but also in the United States, where the new models have delivered double-digit year-on-year sales growth.
Global momentum suggests that Apple’s strategic updates to the iPhone 17—ranging from design refinements to improved performance and camera upgrades—have resonated well with consumers worldwide. The introduction of the iPhone Air further broadened the series’ appeal by offering an ultra-thin alternative for users who value modern aesthetics and portability.
This global enthusiasm reinforces Apple’s unique position in the premium smartphone category. Despite rising competition from brands like Samsung, Huawei, and Xiaomi, Apple continues to dominate the high-end segment, where profit margins are highest.
Implications for the Future of China’s Smartphone Market
Singles’ Day 2025 has delivered several important insights into the state of China’s consumer electronics market:
- Premium devices remain resilient.
Even as spending slows, Chinese consumers continue to invest in high-quality smartphones when upgrades bring meaningful improvements. - Brand trust matters more than ever.
Apple’s success illustrates the value of long-term ecosystem loyalty. Consumers are willing to pay more for reliability and service they trust. - The smartphone market is stabilizing, not expanding.
Most growth during Singles’ Day came from Apple alone. Without major technological breakthroughs from other manufacturers, the overall market may continue to stagnate. - Economic uncertainty is shaping consumer behavior.
Concerns about jobs, property values, and broader financial stability are leading Chinese households to prioritize savings and essential purchases over discretionary spending.
Key Takeaways
- Apple’s iPhone 17 lineup was the primary driver of smartphone sales during China’s Singles’ Day festival, helping push overall sales up 3% from last year.
- If Apple’s contribution is excluded, smartphone sales actually declined by 5%, signaling a cautious spending environment.
- Huawei and Xiaomi both saw declines in sales and market share, due to product timing issues and weaker consumer demand.
- Broad economic pressures in China—especially the property crisis and income concerns—continue to dampen consumer enthusiasm, even during the country’s biggest shopping event.
- The iPhone 17 series, including the ultra-thin iPhone Air, generated strong global sales, reinforcing Apple’s dominance in the premium smartphone market.
