NEWS  Apple  November 23, 2023  Reading time: 2 Minute(s)

Max (RS editor)

Data from Counterpoint Research has revealed a dip in Apple's smartphone sales during China's recent Singles Day shopping festival, contrasting with the robust growth seen by domestic competitors Huawei and Xiaomi.

According to the research consultancy, Apple experienced a 4% year-on-year decline in smartphone sales during the two-week sales period from Oct. 30 to Nov. 12. In contrast, Huawei and Xiaomi witnessed significant increases of 66% and 28% respectively during the same timeframe, contributing to a 5% year-over-year surge in the overall number of Chinese smartphones sold during the promotional period.

Huawei's Mate 60 smartphones, starting at $763, and Xiaomi's latest Mi 14, priced from $555, attracted consumers with more budget-friendly options compared to Apple's iPhone 15, which starts at $832. Despite inquiries, neither Huawei nor Apple immediately responded to requests for comments. E-commerce giants Alibaba and JD.com refrained from disclosing sales figures for the Singles Day festival. However, JD.com did mention that the transaction volume of Apple products exceeded $1.39 billion on its platform during the event.

Xiaomi reported achieving a cumulative gross merchandise value of over 22.4 billion yuan during the shopping extravaganza, emphasizing the brand's success in capturing consumer interest. The Chinese smartphone market is anticipated to rebound, according to analysts, with IDC forecasting year-on-year sales growth in the fourth quarter after ten consecutive quarters of declining shipments.

Intense competition among smartphone models was evident before the annual shopping gala, with major Chinese e-commerce platforms offering substantial discounts on Apple's iPhones during the sales period. Apple's iPhone 15 series, released in late September, faced stiff competition from Huawei's Mate 60 series, launched a month earlier with domestically developed advanced chips. The Mate 60 series garnered significant patriotic support in China, hailed as a testament to Huawei's resilience in overcoming years of export controls imposed by the United States.

Xiaomi, releasing its flagship Mi 14 series in late October, celebrated surpassing 1 million units in sales shortly after launch. Counterpoint analysts attributed Apple's sluggish performance not only to intense competition but also to supply chain issues that affected the availability of its new iPhone 15 models. Ivan Lam, senior analyst for manufacturing at Counterpoint, noted that while Apple is showing improvement compared to the previous month, lingering supply chain challenges are still affecting the company. He expects the situation to normalize in the near future.

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