Shifting Landscape in China's Smartphone Market: Apple Falls Out of Top 5, New Big Three Emerge
Shifting Landscape in China's Smartphone Market: Apple Falls Out of Top 5, New Big Three EmergeAccording to recent data from market research firm Counterpoint Research, China's smartphone sales increased by 2.3% year-on-year in the third quarter of 2024, marking the fourth consecutive quarter of positive year-on-year growth
Shifting Landscape in China's Smartphone Market: Apple Falls Out of Top 5, New Big Three Emerge
According to recent data from market research firm Counterpoint Research, China's smartphone sales increased by 2.3% year-on-year in the third quarter of 2024, marking the fourth consecutive quarter of positive year-on-year growth. However, amidst the strong competition from domestic brands like Huawei, Xiaomi, and others, iPhone sales once again dropped out of the top five in China's smartphone market.
Apple released its latest iPhone 16 series on September 20th, and data shows that over 70% of the sales came from the Pro and Pro Max models. Despite this, it wasn't enough to help Apple regain its spot among the top five in the Chinese market. Meanwhile, vivo, Huawei, and Xiaomi all saw sales grow by over 10% year-on-year, occupying the top three spots respectively. This marks the emergence of a new Big Three" in the market.
Earlier reports from market research firm Canalys revealed that Apple's shipments in the Chinese market had significantly declined in the second quarter, pushing them out of the top five. Similarly, IDC's latest quarterly tracking report shows that iOS market shipments fell by 3.1% year-on-year in the second quarter of 2024, also resulting in the iPhone's exclusion from the top five.
Counterpoint Research also notes that as we enter the fourth quarter, Chinese smartphone brands are preparing to release their flagship models and updated mid-range devices. This suggests that competition in the fourth quarter is expected to be even more intense.
Apple's continued slump in the Chinese market can be attributed to its pricing strategy and lagging product innovation. In recent years, Apple has consistently raised the prices of its iPhones, while its features and innovations haven't been able to keep up with those of domestic brands. Additionally, Chinese brands have made significant strides in their software and service ecosystems, offering users richer and more appealing experiences.
Although Apple still maintains some competitive advantage in the high-end market, its influence in the Chinese market is gradually waning. With the rise of domestic brands, the future of China's smartphone market promises to be dynamic and fiercely competitive.
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