Research firm Counterpoint has posted its smartphone data for China in the fourth quarter of 2025. Its measurement is shipments rather than sales. Apple Inc. (NASDAQ: AAPL) is the clear winner in the world’s largest smartphone market. It led in both market share and shipment growth. Most importantly, it bested the performance of the local smartphone makers. 24/7 Wall St. Key Points Apple Inc. (NASDAQ: AAPL) led in both smartphone market share and shipment growth in China in the fourth quarter of 2025. ...

图源：视觉中国 文丨雅萱 编辑丨叶锦言 每当三大市场调研机构（Omdia、IDC、Counterpoint）公布中国智能手机季度及年度数据时，总会出现一些反转和小插曲，这次也不例外。这次反转的线 索源于小米集团合伙人及总裁卢伟冰转评的一条微博。 1月20日，卢伟冰在微博转发了数码博主"数码闲聊站"一则关于"2025 年中国手机市场激活量排名"的微博，并评论称，"中国是全球竞争最激烈的市场，领 先的身位都非常微弱，极其焦灼。2026继续加油！" 在这组激活量数据中，排名前五的分别是vivo（含IQOO）、小米、苹果、OPPO（含一加、realme）、华为。有眼尖的网友发现，就在几天前，拿到"重回 第一"这个脚本的却是华为手机。 | | | | 2025年中国手机市场激活量排名 | | | | --- | --- | --- | --- | --- | --- | | 排名 | 品牌 | 2025年 激活量(万合) | 2025年 市场份额 | 同比增长 | 2024年 激活量(万合) | | NO.1 | VIVO (含)000) | 4635.70 | 16.77% | -2.58% | 4758 52 | ...

Core Viewpoint - Apple has regained its position as the market leader in China, achieving a 28% year-over-year increase in shipments in the fourth quarter, following a period of decline due to competition from Huawei [1]. Group 1: Market Performance - Apple experienced strong sales from its iPhone 17 series in the fourth quarter, while the iPhone Air had a delayed launch and only captured a low single-digit market share [2]. - In the fourth quarter, Apple held a 21.8% share of the Chinese smartphone market, with Oppo at 15.8%, Vivo at 15.7%, and Huawei at 14.6% [3]. - For the full year, Huawei maintained the top position with a 16.9% market share, while Apple closely followed with 16.7%. However, Apple saw a year-over-year growth of 7.5%, compared to Huawei's 1.7% growth [4]. Group 2: Product Insights - The iPhone Air's slow start was attributed to its late launch and design trade-offs, but it is considered significant for the future of ultra-thin eSIM smartphones in the domestic market [3]. - Apple's product lineup includes not only the iPhone but also Mac computers, iPad tablets, wearable devices like the Apple Watch, and a profitable Services segment encompassing the App Store, iCloud, Apple Pay, and Apple TV [5].

Core Viewpoint - The launch of OPPO A6c marks a significant move in the competitive entry-level smartphone market, emphasizing durability and smooth performance at a starting price of 1099 yuan, with a focus on optimizing user experience through advanced software technology [1][10]. Group 1: Product Features and Strategy - OPPO A6c is positioned as a "durable entry-level flagship" with three main selling points: ultra-durability, ultra-smooth performance, and ultra-bright display [1]. - The A series has achieved over 700 million units in global sales since its inception in 2008, covering price ranges from 1000 to 2500 yuan [1]. - The introduction of the ColorOS 16 system aims to enhance the user experience of entry-level devices, breaking the traditional barriers of performance associated with lower-end smartphones [1][10]. Group 2: Technical Innovations - The "Star Compiler" technology enhances the performance of entry-level devices by improving algorithm efficiency, resulting in a 26% increase in Android Java core interface performance and a 14% reduction in overall load [2]. - The traditional Android architecture's inefficiencies consume over 30% of the device's computing power, leading to delays in user commands [5]. - The "Star Compiler" redefines communication between application layers and hardware, allowing for direct interaction between Java code and C code, significantly improving efficiency [5][6]. Group 3: Market Insights and Trends - The global smartphone market is experiencing a bifurcation, with low-end and high-end segments expanding while the mid-range market is declining [9]. - The entry-level market (below 200 USD) remains stable, driven by the upgrade from 4G to 5G in developing countries and consumer preference for affordable devices [9]. - OPPO's strategy to focus on enhancing the smoothness of entry-level devices is crucial for reaching a broader user base, as the majority of users utilize mid to low-end devices [2][8]. Group 4: User Experience and AI Integration - The ColorOS 16 introduces AI features that enhance user interaction, such as intelligent organization of various content types and advanced visual effects previously exclusive to flagship models [12]. - The system supports cross-ecosystem functionalities, allowing entry-level users to enjoy features like multi-window support and integration with devices like Apple Watch [12].

Core Insights - The Indian smartphone market is expected to see a year-on-year decline of 7% in Q4 2025, with shipments dropping to 34.5 million units, influenced by high channel inventory, currency depreciation, and rising storage costs affecting purchasing power in the mid-to-low-end market [2][11] - Vivo maintained its leading position in Q4 2025 with shipments of 7.9 million units, capturing a market share of 23%, followed by Samsung with 4.9 million units (14% share) and OPPO with 4.6 million units (13% share) [2][11] - The overall smartphone shipments for India in 2025 are projected to be 154.2 million units, reflecting a mild decline of 1% year-on-year, indicating a trend towards a more mature market [2][12] Market Dynamics - Brands are adjusting their Minimum Official Prices (MOP) to cope with rising component costs, particularly in price-sensitive models, leading to a cautious approach from retailers and a slowdown in shipments from November [5][8] - Vivo and OPPO are the only brands to achieve double-digit year-on-year growth, showcasing their strong retail execution and ability to attract consumer demand [5][8] - Samsung's shipments have slowed despite maintaining a value-driven strategy through selective upgrades and cashback offers, while Xiaomi's volume has declined, relying heavily on entry-level models [8][10] Future Outlook - The Indian smartphone market is expected to experience a slight decline in 2026, driven by high prices and limited upgrade opportunities, with a shift towards value-driven growth strategies among Chinese brands focusing on the ₹25,000–₹60,000 price segment [10] - Brands will increasingly rely on channel leverage, including service bundling, financing options, and trade-in programs, as hardware differentiation becomes limited due to rising storage costs [10] - Retail execution capabilities, including promotional strength and localized sales strategies, will be crucial for maintaining market stability amid cautious consumer demand [10]

Core Insights - The Chinese smartphone market is experiencing a shift, with Huawei returning to the top position after five years, while brands like Honor and Meizu are becoming marginalized [1] - Honor is attempting to reposition itself by targeting younger consumers with new product launches and collaborations, indicating a strategy to escape the "Huawei alternative" label [2][3] - Both Honor and Meizu face challenges in brand positioning, technology accumulation, and market competition, leading to difficulties in establishing a strong market presence [3][4] Brand Positioning - Honor is struggling with its brand identity post-separation from Huawei, initially positioned as a "tech flagship" but now forced to compete in the mid-to-low-end market due to Huawei's resurgence [4][5] - Meizu, after being acquired by Geely, has lost its previous market strength and is now perceived as a secondary player, with its product offerings failing to meet high-end expectations [4][5] Market Challenges - Both companies are facing supply chain issues and increased competition in the mid-range market, leading to reduced profit margins and reliance on online sales channels [5][6] - Honor's average selling price (ASP) has declined as it has shifted focus to lower-end products, diluting its brand value [4][6] Technology and Innovation - Meizu's reliance on external components and lack of core technology has weakened its competitive edge, while Honor has some technological capabilities but lacks the differentiation needed to compete with leading brands [6][7] - Both companies are exploring AI as a potential solution for their challenges, but their approaches differ significantly, with Honor aiming for a broader ecosystem and Meizu focusing on niche markets within Geely's automotive ecosystem [8][10] Strategic Paths - Honor's strategy involves leveraging AI to enhance its product offerings and establish itself as a player in the AI terminal ecosystem, while Meizu's strategy is more reactive, focusing on providing support within Geely's framework [10][11] - The contrasting strategies highlight the different trajectories of the two brands, with Honor having more flexibility and potential for growth compared to Meizu's constrained position [11][12] Industry Implications - The smartphone industry is witnessing a "Matthew effect," where leading brands like Apple and Huawei are gaining strength, while smaller brands like Honor and Meizu are struggling for survival [12][13] - For smaller brands to survive, they must maintain core values, precise positioning, and differentiation while seizing opportunities in AI and innovation [13][14]

Core Insights - The 2025 Chinese smartphone market has seen a subtle shift in the competitive landscape, with vivo maintaining its lead, followed by Xiaomi and Apple, all surpassing 40 million units in activation volume [1][7]. Market Rankings - Vivo (including iQOO) ranked first with an activation volume of 46.357 million units, holding a market share of 16.77%, despite a slight decline of 2.58% from 2024 [2][8]. - Xiaomi (including REDMI) achieved an activation volume of 45.884 million units, capturing a market share of 16.60%, marking a growth of 5.41% year-on-year, thus surpassing Apple to claim the second position [3][9]. - Apple secured the third position with an activation volume of 45.206 million units and a market share of 16.35%, experiencing a significant growth of 9.34% [3][10]. - OPPO (including OnePlus and realme) ranked fourth with 43.996 million units and a market share of 15.91%, showing a year-on-year increase of 7.63% [4][10]. - Huawei placed fifth with an activation volume of 43.400 million units and a market share of 15.70%, reflecting a slight decline of 0.96% [4][10]. Market Trends - The overall smartphone market in China saw a slight decline in demand, with total shipments around 285 million units, down 0.6% year-on-year, indicating a softening consumer demand [2][8]. - The market is characterized by a "high-end consolidation and mid-range competition," with AI smartphones and foldable screens emerging as key growth areas [4][10]. - In 2025, the shipment volume of AI smartphones reached 118 million units, achieving a penetration rate of over 40% [4][10]. Future Outlook - Industry experts predict a continued slight decline in overall shipments by 2%-3% in 2026, with rising memory chip prices potentially increasing average smartphone prices by 10%-20% [11]. - The focus for leading brands will likely shift towards high-profit segments, intensifying market competition [11]. - Key questions for 2026 include whether vivo can maintain its lead, if Xiaomi can solidify its second position, and whether Apple can sustain its high-end growth trajectory [11].

Group 1 - The core viewpoint of the articles emphasizes Guangdong's significant role in the global smartphone industry, highlighting its dominance in manufacturing and innovation [2] - Guangdong is home to five of the top ten smartphone manufacturers globally, showcasing its substantial market share [2] - The region accounts for one out of every three smartphones sold worldwide, indicating its critical position in the global supply chain [2] Group 2 - The smartphone industry in Guangdong has evolved over nearly 30 years, transitioning from feature phones to advanced technologies such as fast charging, imaging, full-screen displays, 5G, and AI ecosystems [2] - The "Guangdong Goods Going Global" spring campaign features a special event focused on smartphones, showcasing products from leading companies like Huawei, OPPO, vivo, and Honor [2] - The continuous innovation and manufacturing capabilities in Guangdong are setting new industry standards and pushing the boundaries of technology [2]

Core Viewpoint - The article emphasizes the competitive landscape of the smartphone industry, highlighting Guangdong's dominance as a major manufacturing hub and innovation center, with significant contributions from local brands like Huawei, OPPO, vivo, and Honor [1][13]. Industry Overview - Guangdong is recognized as the most important smartphone industry cluster in China, leading in scale, production, and export, with one in three smartphones sold globally originating from this region [13]. - The smartphone market is characterized by rapid technological advancements and intense competition, with major players continuously innovating to maintain their market positions [1]. Company Highlights - **Huawei**: Utilizes its advanced Kirin chips and Kunlun glass, with the HarmonyOS enabling seamless connectivity. In 2025, Huawei's smartphone shipments reached 4.67 million units, capturing 16% of the market share in China [3]. - **OPPO**: Focuses on imaging, AI, communication, and fast charging technologies. By November 2025, the global activation of the OPPO Reno series surpassed 10 million, and the Find X9 series sold over 1 million units within 10 days of its domestic launch [5]. - **vivo**: Specializes in professional imaging technology, launching the X300 series with a focus on high-quality mobile photography. Currently, vivo serves over 100 million users globally [7]. - **Honor**: Launched the Honor Power2 in January 2026, featuring a 10,080mAh battery to address battery life concerns. In 2025, Honor's smartphone shipments exceeded 71 million units, with over 30% of sales coming from international markets [9]. Technological Evolution - Over the past 30 years, Guangdong's smartphone technology has evolved from self-developed feature phones to the emergence of autonomous brands in the smartphone era, achieving breakthroughs in fast charging, imaging, full-screen displays, and 5G technology [16].

小米总裁卢伟冰今日转发@数码闲聊站博文称：中国是全球竞争最激烈的市场，领先的身位都非常微 弱，极其焦灼。2026继续加油！ 博文发布的2025年中国手机市场激活量数据显示，小米力压苹果升至第二，前三名分别为：vivo、小 米、苹果。小米力压苹果升至第二，该博主认为，小米17系列的爆火功不可没。 责任编辑：王翔 小米总裁卢伟冰今日转发@数码闲聊站博文称：中国是全球竞争最激烈的市场，领先的身位都非常微 弱，极其焦灼。2026继续加油！ 博文发布的2025年中国手机市场激活量数据显示，小米力压苹果升至第二，前三名分别为：vivo、小 米、苹果。小米力压苹果升至第二，该博主认为，小米17系列的爆火功不可没。 | | | | 2025年中国手机市场激活量排名 | | | | --- | --- | --- | --- | --- | --- | | 排名 | 品牌 | 2025年 | 2025年 | 同比增长 | 2024年 | | | | 激活量(万台) | 市场份额 | | 激活量(万合) | | NO.1 | vivo (含口00) | 4635.70 | 16.77% | -2.58% | 4758.52 | ...