Emir BardakçıThe Chinese smartphone market showed a marked recovery in October 2025, fuelled by restored consumer confidence and robust demand for the premium segment. Overall, smartphone sales were up 8% YoY, according to Counterpoint Research. Apple topped the month with its outstanding performance, while Xiaomi drew much attention as it strategically moved the launch of its newest flagship series forward.
Apple’s iPhone 17 series saw an impressive 37% year-on-year sales increase, its best-ever October performance.
Apple Reports Best Performance Ever for an October Period
The rapid growth for Apple was primarily due to the early success of the iPhone 17 series, outperforming initial expectations in the high-end category. It captured 25% of the total market-in other words, one out of every four smartphones sold in October was an iPhone. The milestone has happened only once before, back in 2022.
The entire iPhone 17 lineup-standard, Pro, and Pro Max-saw double-digit year-over-year growth. The standard variant led the charge, signaling strong interest from mainstream consumers who are looking for better performance and display features.
Xiaomi Secures Second Place By Launching Xiaomi 17 Early
Meanwhile, Xiaomi turned in an impressive market performance and became China’s second-largest smartphone brand in October, a position it hasn’t held in more than ten years. This was due in part to its decision to launch the Xiaomi 17 series ahead of its competitors, allowing the company to capitalize on Mid-Autumn Festival consumer shopping behavior.
The strong momentum was supported by an enhanced portfolio of products featuring the Snapdragon 8 Elite Gen 5 platform, enhanced thermal efficiency, and refined imaging capabilities. This strategy also reflects Xiaomi’s long-term investment in strengthening its position within the premium smartphone segment.
OPPO too has shown remarkable growth.
Meanwhile, OPPO ensured the company’s place as another critical driver in China’s market recovery. The flagship Find X9 series, with advanced camera capabilities and prolonged battery life, was greatly welcomed among high-end buyers. Besides, the youth-oriented Reno 14 series received a high response among younger consumers and helped contribute to the month’s growth of OPPO.
Competition Heats Up as Huawei Prepares to Unveil Mate 80 Series
For November, analysts forecast further momentum from Apple. Yet the competitive environment could change with Huawei’s plans to launch the Mate 80 series on November 25, something that may influence the high-end segment.
Yet, according to Counterpoint’s senior analyst, Ivan Lam, Apple’s market positioning remains strong, and a sharp decline in sales in the near term remains unlikely.
