Apple’s reign as China’s undisputed smartphone king has come to an end in the first quarter of 2024. According to preliminary data from IDC, the tech giant’s smartphone shipments plummeted by 6.6%, leading to a decline in its market share to 15.6%. This setback comes amidst intensifying competition from Android rivals, particularly Honor and Huawei, who have clawed their way to the top spot with market shares of 17.1% and 17%, respectively.
IDC’s statistical tie declaration indicates that the gap between Honor and Huawei’s market shares is negligible, making them joint leaders. Apple’s price promotions during the quarter proved ineffective in combating the competitive pricing strategies of Android manufacturers. Despite the dip in Apple’s performance, China’s overall smartphone market witnessed a 6.5% growth, reaching 69.3 million units.
Apple’s recent struggles in China are corroborated by data from research firm Counterpoint, which reported a 19% drop in the company’s smartphone shipments in the first quarter. This represents Apple’s worst performance in the Chinese market since 2020. The erosion of Apple’s market share highlights the challenges faced by the company in a highly competitive and price-sensitive market like China.
While Apple has attributed its sales decline to COVID-19 disruptions and supply chain issues, industry analysts point to the increasing popularity of budget-friendly Android devices and the rise of domestic brands such as Honor and Huawei as contributing factors to the company’s loss of market share in China.
