- Apple and others saw May sales decline
- Total Chinese phone shipments also dropped
What happened: Foreign smartphone shipments fell sharply in China in May
Foreign-branded smartphone shipments in China dropped by 9.7% in May 2025. The total number of units shipped was 4.54 million. Apple remained the leading foreign brand in the country. It offered large discounts to attract users, some iPhone models saw price cuts of over 2,000 yuan. These price changes came during major e-commerce campaigns. Despite the offers, demand stayed weak. The total mobile phone market in China also declined. It dropped by 21.8% compared to the previous year. Total shipments across all brands stood at 23.72 million units. This shows slowing demand in the world’s largest smartphone market.
Foreign brands faced stronger competition from domestic companies. Local phone makers increased their market share. They also launched more affordable models. Customers chose cheaper options over expensive foreign phones. High inflation and economic uncertainty may have also reduced spending. Analysts expect further changes in strategy from global phone brands.
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Why it’s important
This decline shows a shift in consumer habits. Foreign phone makers may need to rethink their approach. Apple remains strong, but others may struggle. Domestic brands are rising. They continue to cut prices and launch new devices. Global firms will face more pressure, they must adjust to changing demand in China.
The overall drop in shipments suggests lower consumer confidence. This affects supply chains and profit forecasts. Phone makers rely on China for sales volume. Falling demand may impact their global business plans. They might increase focus on other regions. It also shows that deep discounts no longer guarantee higher sales. Price competition will likely increase in coming months.
