Core Insights - The domestic smartphone market in China experienced a significant decline in May 2025, with total shipments of 23.716 million units, a year-on-year decrease of 21.8% [1][4] - The decline in shipments is attributed to a reduction in new product supply, particularly in 5G smartphones, which saw a 17.0% drop in shipments [1][4] - Domestic brands accounted for 80.95% of the total smartphone shipments in May, a decrease from 85.9% in April, largely due to a recovery in Apple’s sales [5][6] Market Performance - The overall smartphone shipment for January to May 2025 was 118 million units, reflecting a 2.8% year-on-year decline, with 5G smartphones making up 86.2% of the total [4] - In May 2025, only 39 new smartphone models were launched, a 23.5% decrease from the previous year, with 5G models dropping by 55.2% [4] - The total number of new smartphone models launched from January to May 2025 was 202, a 7.4% increase year-on-year, but 5G models saw an 11.2% decline [4] Brand Performance - Apple’s sales in China saw an 8% year-on-year increase by the end of June 2025, driven by the promotional strategies for the iPhone 16 series [5][6] - Huawei experienced a 12% year-on-year growth, reclaiming the top position in the Chinese smartphone market for the first time in years [6][7] - The loyalty of Huawei's core user base is contributing to its sales growth, as users are replacing old devices with new models [7]