China’s smartphone market, the largest worldwide, witnessed notable shifts in Q3 2024 as Huawei Phones made a significant comeback, challenging Apple in the premium sector. As local brands gain traction and new models redefine consumer interest, international players like Apple are contending with a changing landscape. Huawei Phones, in particular, saw remarkable growth, reaffirming the brand’s resilience in a competitive market.

Apple’s Position

Apple, a long-established name in China’s high-end smartphone sector, experienced a 0.3% drop in sales, resulting in a 0.5 percentage point year-on-year decline in market share, now at 15.6%. Although Apple holds the second position, the rise of Huawei Phones has presented a formidable challenge. Apple faces additional hurdles in China, including restrictions on iPhone usage within certain government agencies. To counter these obstacles, Apple has launched several discount campaigns aimed at boosting iPhone sales.

With the recent iPhone 16 launch in September, Apple saw a promising start; initial sales in China were up 20% compared to its 2023 models. This traction temporarily solidified Apple’s position in China’s top five smartphone rankings. However, as Huawei Phones continue their comeback, Apple must navigate these challenges while retaining its appeal among China’s premium consumers.

Huawei’s Strong Comeback

The resurgence of Huawei Phones is one of Q3 2024’s most noteworthy developments. Posting an impressive 42% sales increase, Huawei achieved a 15.3% market share, climbing to third place. The brand’s recovery in China’s high-end sector is largely driven by the success of its Mate 60 series, which analysts suggest may contain a domestically produced chip. This advancement for Huawei Phones symbolizes not only innovation but also resilience in overcoming past restrictions on semiconductor access.

Additionally, Huawei Phones expanded their reach with the Pura 70 model earlier this year, appealing to premium smartphone consumers. Huawei’s resurgence signals a significant shift in the market, as Huawei Phones continue to gain ground and challenge Apple’s position. National pride and cutting-edge features further bolster Huawei Phones as a preferred option among Chinese consumers.

Vivo’s Market Dominance

In the broader market, Vivo continues to dominate, with an 18.6% market share primarily focused on affordable smartphones. While Huawei targets the high-end segment, Vivo captures the budget-conscious demographic, catering to consumers seeking value without com promising on quality. As China’s economy transitions post-COVID, demand for affordable smartphones has grown, and Vivo’s strategy of offering feature-rich budget models has maintained its leadership.

Market Trends

China’s overall smartphone sales rose by 3.2% in Q3 2024, totaling 68.78 million units, with much of this growth attributed to the rising demand for premium smartphones, especially Huawei Phones. The surge in Huawei Phones demonstrates a broader consumer trend toward domestically produced high-performance models, likely due to both technological advancements and national pride.

For Apple, Huawei’s success represents an evolving challenge as it strives to retain market share in China’s competitive landscape. As Apple prepares new offerings, such as the Apple Vision Pro, it seeks to appeal to technology-driven Chinese consumers. Meanwhile, Huawei Phones are expected to maintain their momentum, particularly in the high-end segment, where they have positioned themselves as a top competitor.