"Double Eleven" smartphone sales grew only 3% year-on-year, with Apple's iPhone 17 holding up the overall situation

Research firm Counterpoint released data on Thursday showing that Apple accounted for 26% of total smartphone sales during the month-long Double 11 shopping festival, with overall smartphone sales across all brands increasing by 3% compared to the same period last year.

The sales performance of the iPhone 17 was particularly strong. The data indicates that excluding Apple, smartphone sales actually declined by 5% during Double 11. This year's Double 11 shopping festival ended on November 11, and despite major e-commerce platforms conducting promotional activities for over a month, they failed to stimulate widespread consumer enthusiasm.

During this Double 11 shopping festival, the performance of major domestic brands was mixed.

Counterpoint's data shows that Huawei's market share dropped from 17% last year to 13%. Huawei's flagship product Mate 80, released earlier this week, missed the Double 11 sales period.

Xiaomi smartphones ranked second with a 17% share, but sales decreased compared to the same period last year. This was mainly due to the earlier release of the Xiaomi 17 series.

This year, major platforms collectively advanced the "Double Eleven" timeline significantly. Tmall, JD.com, and Douyin launched their activities on October 15, October 9, and October 9, respectively, setting a record for the "earliest" start in history, extending the entire shopping festival period to 31-57 days.

Data provider Syntun's statistics show that this year's Double 11 total sales across platforms reached 1.70 trillion yuan (approximately $240 billion), up from 1.44 trillion yuan last year. However, the shorter duration of last year's shopping festival somewhat affected the comparability of the data