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iPhone Sales Jump 15% in April-May as Apple Reclaims China Lead

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iPhone sales climbed 15% year-over-year during April and May, signaling Apple's strongest two-month performance for the period since the pandemic, according to preliminary data from Counterpoint Research's Market Pulse Global Monthly Smartphone Sales Report.

Apple-iPhone-16-family-lineup.jpg

The growth was driven mainly by the United States and China, Apple's two largest markets. Both regions returned to positive year-over-year growth after three years of declines during what is typically a less seasonal period. China sales were particularly notable, with Apple capturing the top spot in May. It's quite the turnaround, after Apple only recently sustained market share losses to Huawei and other local mobile vendors.

"Q2 iPhone performance looks promising at the moment but as always swings either way are dictated by two markets – US and China," said senior analyst Ivan Lam. Lam questioned whether recent U.S. sales reflected consumer concerns about potential tariffs and whether China's momentum could continue with government subsidies and promotional offers.

The report showed Japan also indicated strong iPhone demand, with the more affordable iPhone 16e proving especially popular among consumers who favor smaller devices. The device's entry-level pricing apparently appealed to Japanese tastes, while Apple also maintained strong sales for the iPhone 16 base model and even the older iPhone 14.

counterpoint-2019-2025-global-sell-through.jpg
iPhone global sell-through market share (April and May) for 2019-2025.​

India continued its growth trajectory as Apple expands both manufacturing and market presence in the world's most populous country. Analyst Jeff Fieldhack noted that the surge suggests "agentic AI is not quite a factor yet" in most smartphone purchasing decisions, giving Apple time to integrate Apple Intelligence more broadly across its platforms and enhance Siri's lagging capabilities.

Article Link: iPhone Sales Jump 15% in April-May as Apple Reclaims China Lead
 
Article Link
https://www.macrumors.com/2025/06/17/iphone-sales-jump-apple-reclaims-china-lead/
Because the Chinese government is implementing subsidy programs to stimulate consumption, products such as mobile phones and smartwatches are eligible for national subsidies. The price of the iPhone 16 Pro 128GB after subsidies can be as low as RMB ¥5,499 (US$765), and the iPhone 16e can be purchased at a minimum price of RMB ¥3,699 (US$515).
 
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goodthymes said:
At $765, I might be slightly tempted to try the 16Pro. But I love my mini too much.
Click to expand...
We upgraded my husband from a 12mini to a 16Pro late last year. I didn't think I would ever get him to let go of that mini... The transition didn't take long, that screen is gorgeous too, much better than my 13Pro. Now he pokes fun at my "old" phone.
 
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svish said:
Good for Apple. The upcoming 17 series, if it has 120Hz display should definitely help boost the sales further.
Click to expand...
The only people who will notice the difference are a percentage of the tech savvy, and a few eagle-eyed people. The average person can't tell the difference between 60Hz and 120Hz even when the two are side by side! So, making the screen 120hz will barely make a dent in iPhone sales.
 
FridgeToaster said:
Because the Chinese government is implementing subsidy programs to stimulate consumption, products such as mobile phones and smartwatches are eligible for national subsidies. The price of the iPhone 16 Pro 128GB after subsidies can be as low as RMB ¥5,499 (US$765), and the iPhone 16e can be purchased at a minimum price of RMB ¥3,699 (US$515).
Click to expand...
I believe this originally was incorrect. The Chinese subsidy applies only to products with a price of 6000 yuan or less, per official announcement Jan 2025:

“Under the plan, individual consumers purchasing smartphones, tablets, smartwatches or wristbands priced below 6,000 yuan (about 834.6 U.S. dollars) per item will receive a subsidy covering 15 percent of the product's sales price, according to the plan.

Starting from Jan. 20, each consumer can receive a maximum subsidy of 500 yuan per item, with a limit of one subsidized item per category, per the plan.

Equal support should be given to both domestic and foreign brands, according to a circular released on the official website of the Ministry of Commerce (MOC).”

The iPhone 16 Pro 128GB started at RMB 7999 and did not qualify. Neither does the iPhone 16 Pro Max (RMB 8999 or 16 Plus (RMB 6999) models.

The base iPhone 16 128GB at RMB 5999 does qualify but not the higher memory capacities. The new iPhone 16e 128GB (RMB 4499) and 256GB (RMB 5499) do qualify but not the 512GB model (RMB 7499).

IMO the subsidy threshold was chosen to favor domestic Chinese makers and models and reduce purchases of popular higher end Apple Pro & Pro Max products and a few of the highest end Chinese products. We saw how Sales of Huawei, Xiaomi, and OPPO/vivo jumped in the 1st quarter when this was first implemented. Apple’s fortuitous introduction of the 16e gave them back some sales volume as well as having a competitive modern design in the upper midrange Chinese market.

Only after Apple started discounting iPhone prices starting April 11 did the iPhone 16 Pro 128GB model fall to RMB 5499 ($770) and joined the subsidy program. The higher memory capacity models, even with price cuts, are still well above RMB 6000. Most of the cuts seem to be at third party and partner retail vendors, Apple’s China online store still lists them at regular prices, although with some generous trade in values.

If Apple’s China sales have picked up, the iPhone 16 Pro base, 16 base, and 16e are likely leading the way, as well as any high end 16 Pro and Pro Max because they were discounted directly by Apple.

We’ll have to see if the sales volume over came the discounts and gross margin reduction to provide an overall boost to YoY China revenues for CY25Q2.
 
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mech986 said:
I believe this originally was incorrect. The Chinese subsidy applies only to products with a price of 6000 yuan or less, per official announcement Jan 2025:

“Under the plan, individual consumers purchasing smartphones, tablets, smartwatches or wristbands priced below 6,000 yuan (about 834.6 U.S. dollars) per item will receive a subsidy covering 15 percent of the product's sales price, according to the plan.

Starting from Jan. 20, each consumer can receive a maximum subsidy of 500 yuan per item, with a limit of one subsidized item per category, per the plan.

Equal support should be given to both domestic and foreign brands, according to a circular released on the official website of the Ministry of Commerce (MOC).”

The iPhone 16 Pro 128GB started at RMB 7999 and did not qualify. Neither does the iPhone 16 Pro Max (RMB 8999 or 16 Plus (RMB 6999) models.

The base iPhone 16 128GB at RMB 5999 does qualify but not the higher memory capacities. The new iPhone 16e 128GB (RMB 4499) and 256GB (RMB 5499) do qualify but not the 512GB model (RMB 7499).

IMO the subsidy threshold was chosen to favor domestic Chinese makers and models and reduce purchases of popular higher end Apple Pro & Pro Max products and a few of the highest end Chinese products. We saw how Sales of Huawei, Xiaomi, and OPPO/vivo jumped in the 1st quarter when this was first implemented. Apple’s fortuitous introduction of the 16e gave them back some sales volume as well as having a competitive modern design in the upper midrange Chinese market.

Only after Apple started discounting iPhone prices starting April 11 did the iPhone 16 Pro 128GB model fall to RMB 5499 ($770) and joined the subsidy program. The higher memory capacity models, even with price cuts, are still well above RMB 6000. Most of the cuts seem to be at third party and partner retail vendors, Apple’s China online store still lists them at regular prices, although with some generous trade in values.

If Apple’s China sales have picked up, the iPhone 16 Pro base, 16 base, and 16e are likely leading the way, as well as any high end 16 Pro and Pro Max because they were discounted directly by Apple.

We’ll have to see if the sales volume over came the discounts and gross margin reduction to provide an overall boost to YoY China revenues for CY25Q2.
Click to expand...
I think the price is focusing the actual sold price, not the labelled price. Resellers are getting the products with much lower price than the labelled price so they can sell the phone at 5999 and after the 500 subsidy its 5499. Amazon prices are much lower than apple store.
 
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Bungaree.Chubbins said:
The only people who will notice the difference are a percentage of the tech savvy, and a few eagle-eyed people. The average person can't tell the difference between 60Hz and 120Hz even when the two are side by side! So, making the screen 120hz will barely make a dent in iPhone sales.
Click to expand...
Most people can distinguish the difference!
 
But... Apple is doomed because sales crashed in China... say what? Egg splattered all over the face over a number of analysts....
 
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