Apple turned around China's Singles Day shopping festival with impressive sales growth. During the one-month promotion ending on November 11, the iPhone series captured 26% of smartphone sales.
According to Counterpoint Analytics, excluding the iPhone 17 series would have resulted in a 5% year-on-year decline for Singles Day smartphone sales. Meanwhile, data from Syntun shows that total Singles Day sales across platforms reached 1.70 trillion CNY ($240 billion, €208 billion) in 2025, up from 1.44 trillion CNY in 2024.
Despite these gains, consumer interest was dampened this year due to concerns over China's property market and income stability.
Xiaomi secured the second-largest share of smartphone sales at 17%, benefitting from an earlier launch of its Xiaomi 17 series. Huawei’s share declined from 17% in 2024 to 13% this year, as the brand introduced its Mate 80 series only after the promotional period.
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