An Apple logo appears in this illustration taken August 25, 2025.
During the month-long promotional period that ended on November 11, Apple captured 26 percent of total smartphone sales across major e-commerce platforms, helping the overall category achieve a 3 percent year-on-year increase.
Counterpoint highlighted particularly strong demand for the latest iPhone series. When Apple is excluded from the figures, smartphone sales by other brands fell 5 percent, which the firm described as "reflecting a cautious consumer environment drained of momentum".
Consumer spending in China continues to face headwinds linked to the prolonged property sector adjustment and broader concerns about employment and income stability.
Total transaction value across all categories during this year's Singles' Day reached 1.70 trillion yuan ($240 billion), according to data provider Syntun, compared with 1.44 trillion yuan recorded last year when the promotional period was shorter.
Among domestic brands, Huawei's share of smartphone sales declined to 13 percent from 17 percent a year earlier, partly because its new flagship Mate 80 series was launched only after the main promotional window had ended.
Xiaomi secured the second-largest market share at 17 percent. Its sales volume, however, was lower than the previous year, affected by the earlier release timing of the Xiaomi 17 series ahead of the festival.
The results underline Apple's continued strong appeal among Chinese consumers during major shopping events, even as the broader smartphone market shows mixed performance amid cautious spending sentiment.
