According to a report by the China Academy of Information and Communications Technology, in March 2025, the volume of shipments of smartphones with non-Chinese brands fell by 49.6% compared to the same period last year, which clearly indicates the strengthening of local manufacturers.
Apple may feel the pressure in this market more than anyone else, notes 9to5Mac. Thus, in the first quarter of 2025, the company's revenue in China fell by 11% compared to last year, and in the first quarter of 2024 - by 13%. Apple has only shown growth in the country three times in the last 12 fiscal quarters, and the latest reports only confirm the negative trend.
While there is much talk about Apple's difficulties in the Chinese market, the latest statistics show that it is not only the American company that is experiencing problems, but also other foreign smartphone manufacturers. As noted in the CAICT report, a similar decline was observed in January 2025, when shipments of foreign smartphones fell by 21%, reaching 4.3 million units compared to 5.5 million a year earlier.
Analysts say that one of the reasons for such a rapid decline is the state smartphone subsidy program launched by the Chinese government in January. The program covers devices priced up to 6,000 yuan (about $832), which automatically excludes most iPhone models from the list, but allows you to take advantage of offers from Chinese brands with comparable features but at a significantly lower price.
According to the analytical company Counterpoint Research, the program has already yielded noticeable results. In particular, overall smartphone sales in China grew by 2.5% year-on-year, with Huawei increasing its sales by an impressive 28.5%, while Apple's fell by 7.7%. “Competition in the market is becoming increasingly intense, especially given the government's support for local manufacturers“, analysts note. “Therefore, against the backdrop of these conditions, it is becoming increasingly difficult for foreign brands, especially in the premium segment, to maintain their positions.“