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Chinese smartphone market trends and Apple performance

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2026-11-02 05:32 UTC → 2026-11-04 13:21 UTC · added ~~removed~~

The Chinese smartphone market experienced a significant contraction in the third quarter of 2026, with shipment volumes falling to 59.3 million units, the lowest level since 2013. While the overall market saw a 12% decline, Huawei maintained a 21% market share in the region. Despite the broader market downturn, Apple demonstrated resilience. Global sales of the iPhone 18 Pro and Pro Max series rose by 3.1% during their initial three weeks. This growth was largely driven by a 29% surge in sales within China, which helped offset declines in the United States and Japan. Analysts attribute the Chinese surge to improved product availability and higher prices for competing premium Android smartphones. In China, Apple occupied the top five positions in weekly smartphone activations during the week of October 19 to 25. The iPhone 18 Pro Max led with approximately 724,000 units, followed by the iPhone 18 Pro. Apple’s first foldable device, the iPhone Duo, also saw initial demand with approximately 125,000 activations within its first three days of sale. The iPhone 18 Pro Max remains the primary sales driver, accounting for 56% of the series sales. In the United States, sales decreased by 4%, with reports suggesting consumers perceived insufficient design or feature improvements to justify upgrading. Japan experienced a more significant 27% drop, exacerbated by currency exchange rates that amplified price increases. On a global scale, smartphone shipments fell 20% year-on-year in the third quarter of 2026 to 254.7 million units. While Samsung maintained market leadership, Apple’s shipments remained flat at 56.5 million units, allowing the company to increase its market share. Analysts at Omdia note that rising memory costs are placing heavy pressure on manufacturers, squeezing margins and forcing price increases. This trend has reduced affordable smartphone options, though the premium market remains resilient.

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