Highlights

• iPhone shipments in China fell by 24% year-on-year in the first six weeks of 2024.
• Huawei’s smartphone shipments surged 64% following the launch of its Mate 60 with 5G.
• Oppo, Vivo, and Xiaomi also faced sales declines, though less severe than Apple’s.
• S. sanctions previously hampered Huawei, allowing iPhone sales to spike.

Apple’s iPhone sales in China have taken a significant hit in the first six weeks of 2024, according to a report by Counterpoint Research.

The analyst firm revealed that iPhone shipments plunged by 24% year-on-year during this period, as the tech giant faced intense competition from local smartphone makers, particularly a resurgent Huawei.

Apple Sales Facing Steady Decline in China

While Apple grappled with declining sales, Huawei experienced a remarkable 64% surge in smartphone shipments compared to the same period last year.

The Chinese tech firm’s consumer business has staged an impressive comeback following the launch of its flagship Mate 60 smartphone, which surprisingly featured 5G connectivity despite facing U.S. sanctions that had previously crippled its access to cutting-edge chips and technology.

“Huawei is making a comeback, trying to win back the defectors to iPhone from a couple of years ago,” Neil Shah, an analyst at Counterpoint Research, told CNBC. “There is some erosion for Apple, but more so, it’s other non-Apple brands in the premium segment also feeling the heat from Huawei.”

Apple’s struggles in China extend beyond Huawei’s resurgence.

Several other local smartphone companies, such as Oppo, Vivo, and Xiaomi, also experienced declines in unit sales during the first six weeks, albeit less severe than Apple’s.

Oppo’s shipments fell by 29%, while Vivo and Xiaomi saw decreases of 15% and 7%, respectively.

Huawei’s Resurgence

Once the world’s largest smartphone player by sales volume, Huawei was previously Apple’s only major challenger in the high-end segment.

However, U.S. sanctions dealt a blow to Huawei’s competitiveness, causing customers to flock to iPhones as the company’s devices lost access to 5G and cutting-edge semiconductors.

With the Mate 60’s unexpected 5G capabilities, Huawei appears to be regaining its footing in the premium market, posing a renewed threat to Apple’s dominance.

Analysts suggest that the iPhone maker may also be experiencing a sales hangover from the abnormally high demand it witnessed in January 2023 due to supply chain disruptions in the previous quarter.

FAQs

What caused the decline in iPhone sales in China?

The 24% year-on-year decline in iPhone shipments in China during the first six weeks of 2024 can be attributed to increased competition from local brands, particularly Huawei, which experienced a significant resurgence with its new 5G-capable Mate 60 smartphone.

This intense competition, combined with potential market saturation, has impacted Apple’s sales in the region.

How did Huawei manage to surge its smartphone shipments?

Huawei’s impressive 64% surge in smartphone shipments in China was largely due to the successful launch of its flagship Mate 60 smartphone, which featured unexpected 5G connectivity.

This marked a significant comeback for Huawei, overcoming challenges posed by U.S. sanctions that had previously restricted its access to cutting-edge technology.

Did other local smartphone makers experience sales declines as well?

Yes, other local smartphone manufacturers such as Oppo, Vivo, and Xiaomi also experienced sales declines during the same period, though their drops were less severe than Apple’s.

Oppo’s shipments fell by 29%, Vivo’s by 15%, and Xiaomi’s by 7%, indicating a broader trend of slowing smartphone sales in China.

What implications do U.S. sanctions have on Huawei and the smartphone market?

U.S. sanctions against Huawei had a major impact by limiting the company’s access to 5G technology and cutting-edge semiconductors, which led to a decline in its competitiveness.

However, with the launch of the Mate 60 smartphone featuring 5G capabilities, Huawei seems to be overcoming some of these challenges, thereby reshaping the competitive landscape in China’s smartphone market.

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