Apple successfully transformed China’s Singles Day shopping festival into a period of sales growth. During the one-month promotional event ending November 11, the iPhone series accounted for 26% of all smartphone sales.
According to Counterpoint, excluding iPhone 17 series sales, Singles Day would have experienced a 5% year-on-year decline. Data from analytics firm Syntun shows that the total Singles Day transaction volume reached 1.70 trillion CNY ($240 billion, €208 billion) in 2025, up from 1.44 trillion CNY in 2024.
Despite increasing sales, consumer interest was dampened this year by a property market crisis and concerns over income security among Chinese shoppers, putting pressure on the overall festival performance.
Xiaomi secured the second-largest share of smartphone sales at 17%, benefiting from an earlier launch of its Xiaomi 17 series. Huawei’s share declined from 17% in 2024 to 13% this year, as the company missed the promotion by unveiling its Mate 80 series during the week of Singles Day.
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