Overview

• Counterpoint Research reports that iPhone shipments in China rose 8% year-on-year in Q2 2025, marking Apple’s first quarterly growth in the market since Q2 2023
• Apple introduced steep May discounts on iPhone 16 models, boosted trade-in offers and enrolled select devices in a government subsidy scheme offering up to 500 yuan per purchase
• Beijing’s national trade-in programme has supplied 300 billion yuan in subsidies, driving over 1.1 trillion yuan in sales through May and supporting brands including Apple
• Huawei outpaced peers with 12% sales growth to reclaim the market lead, followed by Vivo, leaving Apple in third place in an intensely competitive market
• Apple’s shares have fallen roughly 15% this year on US-China tariff threats and production uncertainties, and analysts caution that expiring subsidies, an aging iPhone cycle and slowing consumer spending will test momentum in H2 2025