Canalys: Apple's smartphone shipments in China in Q4 2024 will be 13.1 million units, down 25% year-on-year

Apple's smartphone shipments in China plunged 25% in the fourth quarter of 2024, according to research firm Canalys, as the iPhone maker faces increasing pressure from a resurgent Huawei in one of its largest markets worldwide.Apple shipped 13.1 million units in China during the period, barely maintaining its market lead with a 17% share, according to data released by Canalys on Thursday.

Canalys data shows that Huawei has a 17% market share with 12.9 million units shipped, ranking it as the market leader together with Apple.

Huawei, which saw shipments rise 24% in the fourth quarter, has become a particularly strong challenger since it returned to the high-end market in August 2023 with domestically made chipsets.

Apple has resorted to rare discounts to stimulate sales amid growing competitive pressure. The company launched a four-day promotion in China from January 4 to 7, offering price cuts of up to 500 yuan ($68.5) on iPhone 16 models through official channels.

Major Chinese e-commerce platforms followed suit with their own promotions, with Alibaba's Tmall announcing discounts of up to 1,000 yuan ($137) on iPhone 15 series devices.

"While Apple and its iPhone 15 series maintained its lead in the fourth quarter, it faced increasing pressure from domestic flagship devices," said Canalys analyst Amber Liu.

In addition to seasonal promotions, Apple is also strengthening its competitive position and user retention in China's high-end market by improving the retail experience, trade-in programs and expanding interest-free installment plans."

China's annual smartphone shipments will increase by 4% year-on-year to 285 million units in 2024.