By Kimberley Kao


Apple's iPhones were the best-selling smartphones in China last month, according to a closely followed research firm, marking a turnaround after continued market-share losses and stiff competition from local rivals such as Huawei.

iPhone sales in the U.S. and China--Apple's two largest markets--returned to growth for the April-May period following three years of declines, preliminary data from Counterpoint Research showed on Friday.

The numbers are an early indication that Apple's efforts to boost sales in the world's largest smartphone market are working. In May, Chinese e-commerce platforms including Alibaba's Taobao and Tmall offered steep discounts on the iPhone 16 as the U.S. tech giant's sales slowed amid competition from local players.

The data set up a promising second-quarter performance for iPhone sales globally, said Ivan Lam, a senior analyst at the market research company. However, there is still a question of whether there is "more runway left in China with the government subsidy push and attractive offers to catalyze iPhone sales," Lam said.

Global sales of iPhones rose 15% in April and May compared with the same period a year earlier, helping Apple clinch its highest market share for the two-month period since the pandemic.

Consumers and companies seeking ways to evade tariffs likely contributed to the sales boost, the research firm said.

"Increasing U.S. and especially Chinese demand, at this point in time, tells me the need for Agentic AI is not quite a factor yet in the decision process for most smartphone buyers--certainly not for those looking to upgrade an iPhone," research director Jeff Fieldhack said. That gave Apple some breathing room, he said.

Chinese smartphone makers have already incorporated artificial-intelligence functions into their devices, but Apple has yet to roll them out in China. The Wall Street Journal previously reported that Apple submitted Apple Intelligence features for China, developed with Alibaba, for approval by the country's cyberspace regulator earlier this year.

Elsewhere, the iPhone maker also recorded double-digit sales growth in Japan, the Middle East and India.

India, the world's most populous country, is a key focus for Apple, serving as both a manufacturing hub and an end market, according to Counterpoint Research.

"The short-term impact is huge iPhone sales growth, but India is a longer-term growth story with Apple companion devices and especially services," said Neil Shah, vice president of research.


Write to Kimberley Kao at kimberley.kao@wsj.com


(END) Dow Jones Newswires

06-13-25 0722ET