Apple was the fastest-growing smartphone brand in China in Q2 2026, with iPhone shipments rising 24.4% year‑over‑year, according to preliminary IDC figures. The performance stands out against a contracting Chinese market, where total shipments fell 4.3% to roughly 66 million units.
Apple and Huawei: the only major winners
– Apple and Huawei were the only large vendors to post growth in the quarter, with Huawei shipments up 19.4%.
– Apple’s market share rose from 13.9% to 18.1%, trailing Huawei at 22.6%. Xiaomi posted the largest decline among the big brands, with shipments falling 21.7%.
Why the iPhone 17 performed well
– IDC attributes the gap to divergent vendor responses to rising memory and component costs driven by AI infrastructure investments.
– Most Android vendors raised prices from late March; Apple (like Huawei) largely held prices steady and leaned on targeted promotions.
– Apple also preannounced planned price increases for H2 2026, which IDC says prompted some hesitant buyers to accelerate purchases and choose iPhone 17 models. “That gave hesitant buyers a reason to go ahead and purchase,” said IDC analyst Arthur Guo.
A mixed commercial context
– Apple’s growth came despite a weak June: sales during the 618 shopping festival declined by nearly 15% year‑over‑year.
– Huawei continued to broaden its product lineup to better cover market segments, a strategy that supported its gains.
Uncertain outlook for the Chinese market
– IDC expects conditions to worsen in coming quarters: as suppliers clear cheaper component inventories, the annual market decline in China could deepen to around 20% in H2 2026.
– Memory prices are not expected to rebound materially before 2027, and a broad recovery isn’t anticipated until 2028–2029, when smartphone replacement cycles should rekindle demand.
– IDC notes Apple is poised to launch new models (including an iPhone 18 Pro and its first foldable) around this period of potential further decline.
Takeaway
Apple’s Q2 2026 performance in China highlights how pricing strategy and communications can influence buying behavior in a shrinking market. By keeping list prices stable and using focused promotions—alongside signaling future price increases—Apple and Huawei captured demand that softened for rivals after price hikes. According to IDC, however, this respite may be temporary: market conditions remain fragile and a sustained recovery is unlikely before 2028–2029.
