Apple’s smartphone sales fell during China’s Singles’ Day shopping festival, according to Counterpoint Research. The company’s sales dropped by double-digit percentages from October 18 to November 10, 2024.
In contrast, Huawei’s sales grew by 7%, boosted by discounts on its Pura 70 and Mate 60 models. Xiaomi also saw a decline, with its sales dropping 6%.
Counterpoint noted that many Chinese brands, except Huawei, launched new flagship phones ahead of the festival. This increased competition affected Apple’s performance.
Overall smartphone sales in China during Singles’ Day fell 9% compared to last year. Counterpoint blamed this on the slowing economy, which reduced consumer spending.
Despite the decline, Apple’s iPhone 16 Pro and iPhone 16 Pro Max were the best-selling models during the festival. However, Apple has responded to the competition by launching discount campaigns.
E-commerce platforms like Alibaba and JD.com did not release total sales figures but noted that Apple and Xiaomi surpassed 1 billion yuan in gross merchandising value during the event.
The data highlights the challenges Apple faces in China, where Huawei is gaining strength in the premium smartphone market.
