The company shipped 10.8 million iPhones in the third quarter of 2025, up 0.6% from a year earlier, securing a 15.8% share of the Chinese smartphone market.

In the overall market, however, total smartphone shipments in China fell by 0.6% year-on-year to 68.4 million units, though the decline was less steep than the 4% drop recorded in the second quarter. This reveals a gradual recovery in the world’s largest smartphone market.

Apple ranked second during the period, behind Vivo, which led with 11.8 million shipments, a 7.8% decline compared to last year. Huawei followed closely with 10.4 million units, down 1%, while Xiaomi shipped 10 million, a 1.7% drop. Again, Apple was the only brand among the top three to record any shipment growth.

Will Wong, senior Smartphone Analyst at IDC, attributed Apple’s resilience to the success of its latest model. “Apple’s value-for-money base model iPhone 17 successfully captured value-seeking customers, helping it to achieve slight growth and a higher ranking than the previous quarter,” he said.

The strong performance of the iPhone 17 base model shows Apple’s ability to appeal to both premium and budget-conscious consumers. In a price-sensitive market where buyers are cautious with spending, Apple’s strategy of offering a more affordable variant without compromising quality has paid off.

The launch of the iPhone Air in October, following regulatory approval for SIM support, is expected to provide an additional lift to Apple’s sales in the fourth quarter. Analysts also predict an overall improvement in China’s smartphone market, driven by the release of new flagship devices and renewed consumer demand.

Globally, smartphone shipments grew 2.6% year-on-year in the third quarter, supported by strong demand for foldable and AI-powered devices. Apple’s global shipments reached 58.6 million units, representing 18.2% of the worldwide market, bolstered by record iPhone 17 pre-orders.

Apple is steadily gaining back its ground in China, despite economic challenges and fierce competition, revealing the company’s ability to adapt its product strategy and maintain strong consumer loyalty in one of its most important markets, thereby improving smartphone shipment.

Apple’s Chinese website now states that release information for the iPhone Air will be “updated later,” pointing to the hold-up. All three state-owned carriers, China Mobile, China Telecom, and China Unicom, plan to support the phone’s eSIM, but final regulatory clearance is still pending.

A post by China Mobile on Weibo confirmed the network has enabled eSIM services for mobile phones, though no launch date was given. Meanwhile, China Telecom briefly announced a September 19 launch on RedNote before removing the post, highlighting ongoing regulatory uncertainty.

Apple told local media it is working with authorities to bring the device to China “as soon as possible.”

The iPhone Air, at just 5.6mm, is Apple’s thinnest phone ever and entirely removes the physical SIM tray. While eSIM adoption is common in markets such as the U.S., Japan, and Gulf countries, China has traditionally been cautious, noting security and identity verification concerns. 

Previously, Apple partnered only with China Unicom, requiring in-store manual activation. Now, the company has agreements with all three major carriers, but each awaits final government approval from the Ministry of Industry and Information Technology (MIIT), which oversees telecom infrastructure and data security.

China is Apple’s second-largest market, and any postponement in flagship models could affect quarterly performance. IDC estimates the iPhone Air will account for 5–7% of global shipments of Apple’s larger models. Consumers who purchase the device abroad may face compatibility issues since local carriers will not support foreign eSIM profiles.

Globally, the iPhone Air is available for preorder in over 60 countries, including India, where it starts at ₹1,19,900. The delay in China reveals the challenges of a uniform global rollout, even as Apple phases out physical SIMs to enable slimmer designs and larger batteries.