In 2023, the iPhone series secured its position as the top-selling smartphone in China. The company surpassed its competitors through well-timed discounts, even as the entire smartphone market in China experienced a 5% decline.
Journey :
Unexpectedly, iPhone series achieved the prestigious distinction of being the top-selling smartphone in China for the first time last year. This accomplishment occurred amidst intense competition from local rivals and escalating restrictions imposed by the Chinese government on foreign technology. According to market tracker IDC, the iPhone not only secured the leading position in shipments during the fourth quarter but also excelled in overall performance throughout 2023.
APPLE’S SALES :
Despite early indications of a downturn in iPhone sales during the fourth quarter, IDC data exposed a different narrative, highlighting that iPhone’s success stemmed from experiencing a lesser decline compared to its competitors in that period. Initially, analysts had predicted a decrease in iPhone sales, attributing it to diminishing enthusiasm for Apple’s latest hardware in the world’s largest smartphone market. Nevertheless, strategically timed discounts and promotions played a pivotal role in alleviating the impact, enabling Apple to surpass both domestic and international competitors.
Throughout 2023, Apple encountered a modest decline in sales, amounting to 2.2%, showcasing a higher level of resilience compared to local competitors like Honor Device Co. and Vivo, both of which experienced double-digit slumps. The broader smartphone market in China witnessed a 5% decrease in shipments, reaching the lowest volume in a decade. IDC attributed this decline to a sluggish economic recovery and weakened consumer sentiment.
Huawei staged a notable resurgence with its Mate 60 series, witnessing an impressive 36% surge in shipments during the holiday quarter. This comeback propelled Huawei back into the top five smartphone makers in China, escalating competition in the market.
IDC research analyst Arthur Gao lauded Apple’s notable achievement, remarking, “Apple’s ascent to the top spot in 2023, particularly in the face of renewed competition from Huawei and subdued spending sentiment, marks a significant success.” Gao attributed Apple’s triumph to well-timed price promotions in third-party channels that stimulated demand.
Despite clinching the title of the world’s largest smartphone seller in 2023, Apple is anticipated to encounter challenges in sustaining demand in China. Analysts predict a further decline in iPhone sales in the country, especially considering government restrictions. Reports indicate that agencies and government-backed companies have instructed staff to avoid using iPhones and other foreign devices in sensitive sectors.