Core Insights - The article highlights that the smartphone sales in China during the Double 11 shopping festival saw a year-on-year increase of 3%, primarily driven by strong demand for the Apple iPhone 17 series [4][5][7]. Smartphone Market Performance - The iPhone 17 series, particularly the base model, has shown remarkable performance with sales more than doubling year-on-year, while the Pro and Pro Max models also experienced mid to high double-digit growth [5][8]. - Excluding Apple, the overall smartphone market in China declined by 5% year-on-year, indicating a more cautious consumer environment and weak momentum at the start of Q4 [7][8]. - Huawei faced the largest decline among major smartphone brands due to the delayed launch of its flagship Mate 80 series, which missed the Double 11 sales period [7][8]. - Xiaomi's sales dropped by 11% year-on-year, attributed to the early release of the Xiaomi 17 series, which shifted the sales peak forward by a month [7][8]. Strategic Shifts in the Industry - Major smartphone brands are shifting their focus towards newly launched high-end models, which has further suppressed overall sales [8]. - The early launch of the Xiaomi 17 series and the strong performance of the previous generation Xiaomi 15 series during the Double 11 period highlight the impact of product timing on sales performance [8].