Apple macht einen Schritt nach unten, Huami zieht das Schwert. Das Premium-Smartphone-Marktsegment tritt in eine neue Phase des Wettbewerbs ein.
Apple's autumn product launch has stirred up the domestic smartphone market.
At the September 10th event, Apple introduced up to eight new products. The iPhone 17 series, in particular, caught the public's eye. Whether it's the base - model iPhone 17, which offers more storage at the same price and fills the gap in high - refresh rate screens, or the redesigned and high - performance iPhone 17 Pro Max, Apple seems to be targeting the needs of domestic consumers. Compared with its previous brand image, Apple has "lowered its stance" as a global leading high - end smartphone brand. The results are obvious. Both the pre - order situation and the post - launch popularity have reversed Apple's long - standing slump in the domestic market.
As a global leading smartphone brand, Apple has a highly competitive brand effect. However, with Huawei's comeback and the systematic layout of Xiaomi, OPPO, and vivo in the high - end market, Apple's sales in the domestic market have faced considerable pressure. This new product launch and a series of domestic market operations can be seen as Apple's efforts to regain market share.
Facing Apple's strong performance, domestic smartphone manufacturers have also taken action. Huawei has quietly adjusted the prices of some popular models and promoted its technological achievements through multiple conferences. Xiaomi announced the launch of its annual flagship series in September, renaming the Xiaomi 16 series as the Xiaomi 17 series. The standard version also offers more features at the same price.
The competition for market share among smartphones continues and is intensifying with each company's moves. In this race between iOS and Android, who will be the final winner?
01 Apple's "Bowing" Trilogy
As a technology giant with a market value of around $3 trillion, Apple's global influence is undeniable. Since the iPhone 6 series became a huge success in China, Apple has long held a leading position in the domestic high - end smartphone market. At its peak, it once accounted for over 80% of the market share in China's high - end smartphones priced above 4,000 yuan.
However, with the rise of domestic smartphone manufacturers, Apple's leading position in the market has been challenged as never before.
Market research firm Counter Point Research stated in a report in March this year that the Chinese smartphone market is accelerating its transformation towards high - end products. The market share of smartphones priced at $600 and above has increased from 11% in 2018 to 28% in 2024. The firm believes that Huawei is the main driver of this high - end transformation. Since the launch of its 5G Kirin chips in 2023, Huawei has quickly regained its market competitiveness, increasing its high - end market share from 20% in 2023 to 29% in 2024, becoming the fastest - growing domestic manufacturer.
Image/Market research firm Counter Point Research
In addition, domestic manufacturers such as Xiaomi, vivo, and OPPO have also been accelerating their layout in the high - end market in recent years, with significant growth in market share. Data shows that the combined market share of these manufacturers in the high - end market above $600 has increased from 5% in 2020 to 15% in 2024. In the $400 - 600 price range, their combined market share has increased from 89% in 2023 to 91% in 2024.
In contrast to the significant growth of domestic manufacturers, Apple's market share in China has been continuously declining.
Data shows that in the fourth quarter of last year, Apple's shipments decreased by 18.2%, and its domestic market share shrank from 20.2% to 17.1%. In the second quarter of this year, despite Apple offering its largest price cut in recent years during the 618 promotion, the decline in shipments continued, and the market share further dropped to 13.9%.
In addition to the impact of the rise of domestic manufacturers on the high - end path, Apple's hesitation in areas such as AI and foldable screens has also exacerbated its sales decline to some extent.
However, as Apple's second - largest market, China is a market that Apple will not easily give up. This is also the main reason why Apple chose to "lower its stance" at this autumn's product launch.
In terms of product configuration, the standard version of the iPhone 17 uses the latest A19 chip, has the same screen as the Pro version, and is equipped with a dual - camera combination of a 48 - megapixel main camera and a 12 - megapixel 2X telephoto camera in the imaging system. The front - facing camera has been upgraded to 18 megapixels. Moreover, all models of Apple's new phones are equipped with high - refresh rate screens, filling the gap that previously lagged behind Android phones. Apple CEO Tim Cook said that these new iPhones represent "the biggest leap in iPhone history."
In terms of pricing, the 256GB version of the iPhone 17 is priced at 5,999 yuan in China, lower than the price in Hong Kong. According to the national consumer subsidy policy in 2025, mobile phone products with a single - piece price of no more than 6,000 yuan can enjoy a 15% subsidy. Apple's pricing for the iPhone 17 is set close to the maximum standard of the national subsidy, effectively reducing the price further.
Image/Screenshot of Apple's official store on Tmall
In addition, one week before the product launch, Apple opened an official Apple Store on Douyin's e - commerce platform, and its new products were also launched globally on Douyin simultaneously. This is the second Internet platform where Apple has opened an official store, after Tmall. Apple has also opened an official account on Xiaohongshu.
As is well - known, Douyin, as a leading domestic short - video platform, has a monthly active user base of over one billion, and Xiaohongshu attracts a large number of users through content marketing. By expanding its channels on Douyin and Xiaohongshu, Apple is further strengthening its position in the domestic market.
Apple's three "bowing" moves in terms of price, configuration, and channels show that it is actively responding to changes in the domestic market, shifting from its previous pure high - end positioning to a more flexible and consumer - friendly market strategy.
02 Huawei, Xiaomi, etc. Respond to the Challenge
The effects of Apple's sincere and less - arrogant approach were immediate.
During the pre - order period, Apple's official website crashed due to excessive traffic. On JD.com, the sales volume of the iPhone 17 series within one minute of the pre - order opening exceeded the total sales of last year, setting a new sales record. Among them, the 256GB version of the iPhone 17 had a much higher year - on - year sales volume than its predecessor, becoming the most popular model. In addition, pre - order channels on Taobao and other platforms were quickly sold out.
At 8:00 am on September 19th, Beijing time, the Chinese version of the iPhone 17 series was officially launched. According to media reports, at the time of the launch, long queues formed outside many Apple stores across the country. Multiple stores said that there were no in - stock products for the entire iPhone 17 series.
Judging from the market popularity during the pre - order and after the official launch, Apple's "bowing" move has achieved significant results, and its brand effect remains a strong fortress.
Facing Apple's all - out effort, domestic smartphone manufacturers quickly took action to respond.
First up is Xiaomi. Five days after Apple's product launch, Lu Weibing, President of Xiaomi Group, President of the Mobile Phone Department, and General Manager of the Xiaomi Brand, posted on social media that the new Xiaomi 17 series will be launched this month. Subsequently, Lei Jun reposted the post and said: The Xiaomi 17 series has a cross - generation upgrade in product strength, fully targeting the iPhone and facing the challenge head - on.
Image/Screenshot from Weibo
It is understood that according to the previous model naming sequence, Xiaomi was originally supposed to launch the Xiaomi 16 series, but this time it skipped 16 and directly named the new series Xiaomi 17. Although Lu Weibing later responded that the renaming was mainly based on the product direction and not to ride on the popularity of Apple's iPhone 17 series, the use of the same number still clearly implies a direct competition in the eyes of the public.
Compared with the previous generation, the Xiaomi 17 series was launched one month earlier, reducing the time gap with Apple's new iPhone models. This undoubtedly shows Xiaomi's confidence in the Xiaomi 17 series. In a recent public live - stream, Lu Weibing compared the Xiaomi 17 with the real - life iPhone 17, saying that the difference between the two is that the Xiaomi 17 series has a rear screen, and the company has invested one billion yuan in the rear - screen design. With such a large investment in the rear screen alone, the launch of the Xiaomi 17 may be an attempt to have a tough battle with Apple. In addition, launching new products at a similar time may also reflect Xiaomi's consideration of preventing users from being attracted by Apple first.
Another domestic smartphone manufacturer, Huawei, also took new actions before the official launch of Apple's new phones. According to the Securities Times, Huawei's Mate X6, Pura 80 series, Mate 70 series, and nova 14 series have recently offered price discounts. Among them, the Huawei Mate X6 has a maximum price cut of 2,000 yuan. The Mate X6 is a large - foldable phone.
In addition, during the Huawei Connect 2025 conference from September 18th to 20th, Huawei launched new digital and intelligent infrastructure products, industry - specific solutions, development tools, etc., and may release technological dividends intensively from September to October.
Whether it is a natural result of technological development or an active response to Apple's offensive, the actions of Huawei and Xiaomi can be seen as a strategic response to Apple's new generation of products. With the official confirmation that the standard version of the Xiaomi 17 will offer more features at the same price and Huawei's price adjustments for multiple flagship models, the cut - throat competition between price and configuration in the domestic high - end smartphone market is entering a new round of competition.
Apple's all - out attack in terms of price, configuration, and channels has left Huawei and Xiaomi with little room for retreat. Their confidence in their products also gives them the courage to catch up. As for the outcome of this high - end competition, it will also test the core strength of the brands. This change in the high - end market triggered by Apple's "bowing" not only reflects the increasingly fierce industry competition but also indicates that the pattern of the high - end smartphone market may undergo a new round of reshuffle.
03 Ecosystem Synergy as the Decisive Factor
Why is the high - end smartphone market also starting to use price competition to gain users? Industry commentator Zhang Shule believes that the current price competition in the high - end smartphone market is mainly due to the lack of disruptive innovation in the overall smartphone industry at present. The attractiveness of foldable phones is still insufficient. Hardware experiences such as cameras, screens, chips, and other features that are easily perceived by consumers have also entered a state of performance redundancy. The high - end market is being caught up with or even leveled by mid - and low - end phones in terms of consumer experience. Therefore, there is an overall low - end market competition pattern of locking in the high - end with price, touching consumers' "sweet spots" with gimmicks, and snatching users with price cuts.
In fact, in addition to price competition, the competition in the high - end smartphone market is also reflected in many other aspects. If Apple's confidence in launching an offensive in the domestic high - end market is based on its long - accumulated global leading advantages and the core competitiveness of its iOS ecosystem, then why are Huawei and Xiaomi the first to respond to Apple's offensive?
Image/iOS 26 system
On the one hand, Huawei and Xiaomi's excellent performance in the global high - end market gives them the confidence to defend their positions in the domestic high - end market. A recent report from Counter Point Research shows that the global high - end smartphone market showed significant growth in the first half of 2025. Although traditional giants Apple and Samsung still dominate, emerging brands are showing strong growth momentum. Among them, Chinese manufacturer Huawei accounts for 8% of the global market share, with a growth rate of over 24%; Xiaomi's growth rate has reached 55%, showing strong growth potential in the high - end market.
On the other hand, the ecosystem synergy of Huawei and Xiaomi in areas such as automobiles, AI, and cloud services also helps them consolidate their positions in the high - end smartphone market.
In recent years, Xiaomi has been deeply involved in the fields of electric vehicles and the Internet of Things and has achieved corresponding results. Especially in the electric vehicle business, public data shows that as of July 2025, the cumulative deliveries of Xiaomi cars have exceeded 300,000, taking only 15 months and setting a new record for new - energy vehicle manufacturers. According to the company's financial report, in the second quarter of 2025, Xiaomi Group's losses in the automotive business narrowed significantly compared with the same period last year, and it is expected to achieve single - quarter profitability in the second half of 2025. Counter Point Research believes in its report that the brand halo effect brought by the launch of high - end electric vehicles is benefiting Xiaomi's smartphone business.
Huawei is developing comprehensively in areas such as foldable phones, intelligent cockpits, and cloud computing, and is conducting scenario - based synergy by integrating into the full - scenario smart life of "people - cars - homes." Its core driving force is to continuously promote high - end development based on technology.
It can be seen that the current focus of competition in the domestic high - end smartphone market is no longer the simple stacking of individual configurations, but rather who can build a more complete ecological closed - loop first. A series of continuous layouts around the ecological closed - loop may be the key for high - end smartphone manufacturers to break out of price competition.
