Foreign-Branded Phone Sales in China Rose 13% in October 2025

New data from the China Academy of Information and Communications Technology (CAICT) shows that sales of foreign-branded smartphones in China — including devices from Apple — surged in October 2025. Overall shipments hit 7.027 million units, up from 6.216 million the same month a year earlier, marking a robust 13.0% year-on-year increase. Yahoo Finance+1

Meanwhile, total phone sales in China rose to 32.267 million units, a growth of 8.7% compared to October 2024. Investing.com+1

📈 What This Uptick Suggests

The jump in foreign-brand sales suggests a renewed interest among Chinese consumers in premium international smartphone models. Despite recent headwinds — including strong competition from domestic players — foreign brands appear to be regaining some momentum. In October, the growth in foreign-brand sales outpaced overall market growth, highlighting a possible shift in consumer preference toward higher-end devices. MacDailyNews+1

Context: A Bumpy Road Earlier in 2025

The October rebound follows a challenging earlier part of the year for foreign smartphone brands in China. For instance:

• In June 2025, foreign-brand shipments (including iPhone) reportedly fell 31.3% year-on-year. MacTech.com+1
• In May, shipments declined about 9.7% compared to the previous year. IndexBox+1

Various factors contributed to that slump: intensifying competition from local manufacturers, aggressive pricing by domestic brands, and broader consumer caution amid economic uncertainty. CNBC+2Mobile World Live+2

What It Means for Smartphone Market Dynamics

• Foreign brands still matter: The rebound shows that there remains a market for premium international smartphones in China, even after months of weak demand.
• Domestic competition remains fierce: Local brands continue to hold a strong presence, especially in lower and mid-range segments — making growth for foreign brands dependent on premium offerings and differentiation.
• Possible strategic moves ahead: To maintain or grow share, foreign makers may need to double down on features, brand prestige, or value-added services that appeal to Chinese consumers eager for quality and global reputation.