iPhone 6s sold less than OPPO last year. How can Apple save itself in China?

Since 2012, the iPhone has been the sales champion of single products in the Chinese smartphone market. But last year, the ever-victorious iPhone was defeated by a local Chinese brand, and Apple's position in the domestic market has gradually shifted from a strong position to a weak position.

According to data from market research firm Counterpoint, iPhone 6s sold 12 million units in China last year, which is not bad, but it pales in comparison to OPPO R9's 17 million units. This is also the first time in five years that Apple has lost the top spot in single product sales.

It is reported that smartphone shipments in the Chinese market hit a new high last year, increasing 6% year-on-year to 465 million units, but Apple gradually declined in this growth trend.

"The iPhone 6s sales were average last year, and even the iPhone 7 series came out to save the situation in the fourth quarter, but it failed to save Apple's double-digit decline in 2016," Counterpoint wrote. "However, users are still looking forward to this year's iPhone 8."

Waterloo in China

Apple has had a tough time in China over the past few quarters. In the third quarter of last year (ending September 24), Apple's revenue in Greater China plummeted 30% year-on-year. Cook then launched a charm offensive in China to please users and announced an investment of $45 million to build a research and development center in Beijing, but all this failed to win the hearts of consumers. In 2016, Apple's market share in China fell to 10.4%, compared with 14.3% in 2015.

In the high-end market, Apple is also impacted by local brand Huawei; in the mid-range market, Apple does not have any models that can compete with OPPO and vivo.

Last year, OPPO's shipments surged by 109%, vivo also grew by 78%, and Huawei, which has been catching up with Apple, also grew by 21%. Apple also achieved a 21% increase, but it was a negative growth. Xiaomi, which once led the Chinese market, also suffered a 22% decline in shipments last year.

Counterpoint said: "The Chinese smartphone market is gradually maturing. The first wave of smartphone popularity has passed, and most users prefer mid-range phones. This is the biggest challenge facing Apple."

Fire Fighter iPhone 8

However, Apple is not willing to be depressed, and this year they have a heavyweight product that can turn things around - iPhone 8. Analysts believe that iPhone 8 will be the key to Apple's reversal of its decline in the Chinese market.

Neil Sara, director of market research at Counterpoint, said: "Fast charging, OLED screens, large-capacity batteries and dual cameras are becoming new selling points in the smartphone market, but these features are all missing from the iPhone 6s. Although the iPhone 7 Plus has dual cameras and a large battery, it is too expensive to sell well in the Chinese market. Apple will make up for these shortcomings in the iPhone 8, so this phone will become Apple's 'key man'."

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.