• Smartphone sales in China are likely to go up slightly YoY in Q2 2025, with Huawei and Apple leading the growth.
• Huawei is expected to record the highest growth among major brands to reach the number one spot in China for the quarter.
• Apple is projected to see high single-digit growth on strong sales of the iPhone 16 Pro and Pro Max models.
• Strong promotions dovetailed with the government subsidy program in May, boosting both Huawei and Apple sales.
• The 618 sales period was flat YoY, reflecting sluggish consumer spending over the festival period.

Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo – July 3, 2025

China’s Q2 2025 smartphone sell-through is likely to go up slightly YoY, with Huawei and Apple leading the growth, according to preliminary figures from Counterpoint Research’s latest China Smartphone Weekly Sales Tracker.

Huawei is expected to show the highest growth among major brands to take the number one spot in the Chinese market in Q2 2025. Apple saw sales increases in May driven by promotions for the iPhone 16 series, especially the iPhone 16 Pro and iPhone 16 Pro Max. Commenting on Apple’s Q2 performance, Associate Director Ethan Qi said, “Apple’s adjustment of iPhone prices in May was well timed and well received, coming a week ahead of the 618 shopping festival.”

China Smartphone Sell-through Share by OEM

Source: Counterpoint Research China Smartphone Weekly Sales Tracker
*Q2 2024: April 1 (Monday) to June 23 (Sunday); Q2 2025: April 1 (Tuesday) to June 22 (Sunday)

The actual 618 sales period was flat YoY, with most growth occurring during May. Apple claimed the top spot during the sales period, with three iPhone variants securing spots on the top half of the bestseller list.

Huawei’s increase during the promotional period was also evident. Senior Analyst Ivan Lam said, “Huawei is still riding high on the loyalty of its core users as they replace their old phones with new Huawei releases.”

China’s 2025 618 Sales Period Smartphone Sell-through

Source: Counterpoint Research China Smartphone Weekly Sell-Through Tracker
Note: Weeks 22 -25 dates:

Senior Analyst Mengmeng Zhang added, “Second quarter performance has been propped up by the national subsidy for smartphones, but it looks like the program will be scaled back during the latter half of the year. This creates some risk, especially considering the recent sales season was uneventful.”

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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