'Shocking Discount' Apple’s Humiliation… China Market Share Drops from 3rd to 6th Place

Shipment Volume 9.7 Million Units... 6.7% Decrease

Apple's market share in China has fallen out of the top 5 for the first time on a quarterly basis.

According to market research firm Canalys on the 25th (local time), Apple's iPhone shipments in mainland China for the second quarter (April to June) were approximately 9.7 million units, a 6.7% decrease compared to the same period last year (10.4 million units). The decline in iPhone shipments in China is attributed to intensified competition with local companies.

However, compared to the 25% drop in iPhone shipments in the first quarter year-over-year, the decrease has significantly narrowed. Analysts suggest that Apple's aggressive discount campaigns in response to sluggish iPhone sales in the Chinese market this year helped partially offset the sales decline.

Apple's market share in China for the second quarter shrank to 14% from 16% in the same period last year. As a result, Apple's ranking in the Chinese market dropped from 3rd to 6th place.

Attention is drawn to the fact that Chinese companies Vivo, Oppo, Honor, Huawei, and Xiaomi occupied the top 1 to 5 positions respectively. Lucas Zhong, a research analyst at Canalys, explained, "This is the first quarter in which Chinese companies have taken all of the top 5 spots."

Meanwhile, the Chinese smartphone market grew by 10% year-over-year in the second quarter. Total smartphone shipments in China exceeded 70 million units.