Apple Sales Surge in China by 23% Despite Market Slump
Apple has reported a sharp 23% rise in smartphone sales in China during the first nine weeks of 2026. This report has defied a broader market downturn as competitors struggle with rising production costs. The surge has come even as China’s overall smartphone market declined by 4% year-on-year. It also highlighted Apple’s resilience in a challenging economic environment.
Apple Gains from Discounts While Android Prices Rise
Notably, Apple’s strong performance was fueled by aggressive e-commerce discounts and its eligibility for state-backed subsidies on the base iPhone 17 model. As a result, the company has attracted price-sensitive consumers at a time when demand remained subdued. Meanwhile, according to Counterpoint Research, government incentives has introduced earlier this year that failed to significantly boost the overall market activity.
In contrast, several Android manufacturers faced a mounting pressure from increasing memory chip costs. Consequently, brands such as OPPO and VIVO raised prices on select existing models. Analyst said that this move is partly intended to test consumer response ahead of upcoming product launches. However, higher prices may further dampen demand in an already fragile market.
Apple Holds Prices Steady as Market Pressures Persist
At the same time, Apple’s tightly controlled supply chain has allowed it to absorb some of the cost pressures rather than pass them on to consumers. “Apple is unlikely to follow suit, instead absorbing part of the margin pressure and using the situation to potentially expand its market share”, Counterpoint said. Therefore, the company is better positioned to maintain stable pricing while rivals adjust theirs upward.
Elsewhere, Huawei could gain an advantage due to its reliance on domestic suppliers, which typically offer lower prices than international memory chipmakers. This cost buffer may help the company strengthen its presence in the low-to-mid-end segment.
Looking ahead, analysts expect continued pressure on China’s smartphone market through May. However, conditions may improve in early June as the annual “618” shopping festival triggers a wave of promotions. Nevertheless, the broader memory chip cost crunch is likely to persist throughout 2026, forcing manufacturers to carefully balance pricing, margins, and shipment targets.
Web Resources on Apple Sales Surge in China
1. Reuters.com: Apple’s China smartphone sales jump 23% to start 2026, bucking industry trend
2. BusinessTimes.com: Apple’s China smartphone sales jump 23% to start 2026
3. TradingView.com: Apple’s China smartphone sales jump 23%