Apple has set a new benchmark in the Chinese smartphone market by activating over 32 million iPhone 17 units in a matter of weeks, marking the highest activation volume ever recorded for an iPhone generation in the country. This surge followed the end of college entrance exams, as young consumers engaged in significant post-exam spending, often referred to as “revenge spending.”
The boost in iPhone sales propelled Apple to overtake Huawei around the 21st week of the year, reclaiming its position as China’s leading smartphone brand. Industry analysts note that Apple’s dominance, particularly within the premium segment, is exceptional given the strong nationalistic preference traditionally favoring domestic brands.
Market research reveals that many buyers prioritize factors beyond brand patriotism. Apple’s reputation for reliability, superior resale value, and sustained long-term performance has begun to outweigh the appeal of local manufacturers. Recent discounts on iPhones have also motivated consumers who initially considered domestic alternatives to switch allegiance.
The disparity in resale value between flagship models from Apple and Huawei underscores this trend. A comparison highlighted by a top technology vlogger showed that a Huawei Mate 60 Pro in good condition now sells for less than 2,000 yuan on the secondhand market, whereas an iPhone 15 Pro Max from the same release period still commands around 5,000 yuan—more than double the price.
Huawei, once a dominant force in China’s smartphone industry, is currently facing multiple challenges. Sluggish sales, concerns over profitability, the loss of key talent, and increased international pressure have compounded the company’s difficulties, raising questions about shifting consumer priorities among China’s younger demographic.
This dynamic suggests a growing emphasis on practical value and device longevity rather than purely on national brand loyalty. Apple’s sustained performance in China challenges traditional market narratives and reflects evolving consumer behavior in one of the world’s most competitive smartphone markets.