Apple’s China Woes: iPhone Sales Crash 24% as Domestic Rivals Gain Ground

Apple Inc., renowned as the tech giant for its innovative products and sleek designs, has long been a dominant force in the global smartphone market. However, the company faces significant challenges in maintaining its foothold in the highly competitive Chinese market.

Declining iPhone Sales and Market Share

Apple's iPhone sales in China plummeted by an alarming 24% year-on-year in the first six weeks of 2024. This substantial decline has led to a significant drop in the company's market share, relegating it to the fourth position with a 15.7% share, down from the second spot it held in the same period last year with a 19% market share.

The Rise of Huawei and Domestic Competitors

While Apple grapples with diminishing sales, its chief competitor in the premium smartphone segment, Huawei, has experienced a remarkable resurgence. Huawei's unit sales surged by an impressive 64% during the same period, propelling the Chinese tech giant to the second position with a 16.5% market share, a substantial increase from the 9.4% it held a year earlier.

Huawei's revival can be attributed to the successful launch of its Mate 60 series in August 2023, following years of hardship because of US export prohibitions on vital parts for the business.

This resurgence has undoubtedly contributed to Apple's diminishing dominance in the Chinese market.

Competitive Pressures from Domestic Brands

Apple's woes in China extend beyond the resurgent Huawei. The company is also facing intense competition from other domestic brands known for their aggressive pricing strategies. Counterpoint's senior analyst, Mengmeng Zhang, notes that Apple is "getting squeezed in the middle on aggressive pricing from the likes of OPPO, Vivo and Xiaomi."

These domestic brands have effectively capitalized on their cost advantages and tailored their offerings to cater to the diverse preferences of Chinese consumers, further intensifying the competitive landscape.

Apple's Countermeasures: Discounts and Subsidies

In an effort to regain ground, Apple has resorted to offering significant discounts and subsidies on some iPhone models. Last week, the company began subsidizing certain iPhone models by as much as 1,300 yuan (approximately US$180) through its flagship stores on Tmall, which is Alibaba's major marketplace platform.

Additionally, Apple had already implemented iPhone discounts of up to 500 yuan on its official sites last month, indicating a concerted effort to boost sales and remain competitive in the face of mounting pressure from domestic rivals.

The Shrinking Chinese Smartphone Market

Compounding Apple's challenges is the overall contraction of the Chinese smartphone market. Counterpoint's report reveals that the overall market shrank by 7% during the first six weeks of 2024, further intensifying the competition among manufacturers vying for a larger share of a diminishing pie.

Apple's Implications and Future Outlook

The decline in Apple's iPhone sales and market share in China has far-reaching implications for the tech giant. China represents a crucial market for Apple and its ability to maintain a strong presence in this region is vital for its long-term growth and profitability.

As domestic brands continue to innovate and leverage their cost advantages, Apple may need to re-evaluate its pricing strategies and product offerings to better cater to the evolving preferences of Chinese consumers. Also, the company may need to explore new avenues for growth, such as expanding its services and ecosystem to offset the potential impact of declining hardware sales.

The battle for smartphone supremacy in China is far from over, and Apple's ability to navigate this competitive landscape will undoubtedly shape its future trajectory in one of the world's largest and most lucrative markets.