Apple Emerges as the Sole Smartphone Brand with Growth in China for January 2026

In January 2026, Apple distinguished itself as the sole major smartphone manufacturer to achieve a significant year-over-year sales increase in China. While Apple flourished with positive growth, competitor brands faced a substantial drop in sales due to challenging market conditions.

Counterpoint Research Insights: Apple’s 8% Growth Amid Competitors’ Declines

A bar chart showing -23% YoY smartphone market share comparison between January 2025 and January 2026, illustrating Apple's growth of 8% — Source: Counterpoint Research

According to Counterpoint Research, Apple experienced a robust 8% increase in sales in China for January 2026. In stark contrast, all other leading smartphone manufacturers reported declines in the double digits, predominantly influenced by an adverse base effect.

The disparity in performance can be attributed to a subsidy initiative launched in China in January 2025, which allowed consumers purchasing smartphones priced at 6, 000 Yuan to receive subsidies of up to 500 Yuan (equating to 15% of the purchase).This program, coupled with the earlier occurrence of the Chinese Lunar New Year, significantly boosted sales figures in January 2025, setting a high benchmark that negatively impacted sales for the same month in 2026.

Notably, Apple did not participate in the subsidy program until June 2025. Consequently, the tech giant is anticipated to confront its own set of challenging year-over-year comparisons during the upcoming summer season in 2026.

Moreover, the gradual withdrawal of subsidies in China, alongside a decline in consumer confidence, suggests a potential downturn in the country’s smartphone market. To navigate these challenges, brands are implementing strategic discounts to attract buyers.

Interestingly, Apple’s iPhone 17 Pro Max has recently gained traction in China, partially due to its ‘Cosmic Orange’ color, reminiscent of the signature hues from the prestigious French luxury house Hermès. This aesthetic appeal has led many Chinese consumers to view the iPhone as a luxury item, further driving its popularity.

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