Apple helped push China’s Singles Day shopping season back into growth, giving the country’s massive retail event a lift despite weakening consumer sentiment. Industry trackers say the iPhone lineup dominated smartphone demand throughout the month-long campaign that ended on November 11.
Counterpoint Research reports that Apple captured 26% of all smartphone sales during the promotion. The firm adds that the festival would have posted a 5% year-on-year decline without the iPhone 17 series, underscoring Apple’s continued pull in China.
Syntun’s data shows that Singles Day spending across major platforms reached 1.70 trillion CNY in 2025. That figure equals roughly $240 billion or €208 billion, and it rose from 1.44 trillion CNY in 2024.
Even with the headline growth, overall enthusiasm cooled this year. China’s property slump and rising concerns over income stability pushed many shoppers to hold back, creating pressure on festival-wide sales.
Xiaomi secured the second-largest smartphone share at 17%, helped by the early debut of its Xiaomi 17 series. Huawei slipped from 17% in 2024 to 13% this year because its new Mate 80 lineup arrived after the discount period.