Apple's Smartphone Shipments Surge 52% in China, Extending Rebound

Apple's smartphone shipments in China surged by 52% in April compared to the same period last year, according to data from a research firm affiliated with the Chinese government.

This increase builds upon the momentum observed in March, indicating a significant recovery for the U.S. tech giant in the world's largest smartphone market.

The surge in shipments comes after a sluggish performance by Apple earlier this year, particularly in the face of stiff competition from local rivals like Huawei in the high-end smartphone segment.

Data from the China Academy of Information and Communications Technology (CAICT) revealed that foreign-branded phone shipments in China climbed by 52% in April, reaching 3.495 million units compared to 2.301 million units a year earlier.

While the report did not explicitly mention Apple, the company stands as the dominant foreign phone maker in China, suggesting that its performance largely contributed to the overall increase in foreign-branded shipments.

Apple's shipments in China experienced a notable 12% increase in March, signalling a significant improvement from the sluggish sales observed in the first two months of 2024 when the company faced a 37% decline in sales.

The upward trend in sales may continue into May as Apple initiated an aggressive discounting campaign on its official Tmall site in China, offering discounts of up to 2,300 yuan ($318) on select iPhone models.

Earlier forecasts by Apple CEO Tim Cook hinted at potential iPhone sales growth in certain markets, including China, following an 8.1% decline in second-quarter revenue from the Greater China region.

The intensified competition in the Chinese market stems from Huawei's recent introduction of its new series of high-end smartphones, including the Pura 70 launched last month and the Mate 60 unveiled in August last year.

Huawei, which surpassed Apple as the No. 2 smartphone vendor in China in the first quarter, is bolstering its retail strategy by expanding its network of flagship stores and retail distributors. Meanwhile, Huawei spinoff Honor maintains the top spot in the Chinese smartphone market.