The smartphone market in mainland China took an unexpected turn in 2025, with a slight decline of 1% compared to the previous year. However, this shift also brought about a significant change in the top spot, as Huawei reclaimed its position as the leading smartphone brand after five years. This news has sparked curiosity and debate among tech enthusiasts and industry experts alike.
The Rise and Fall, and Rise Again of Huawei
According to Omdia's research, Huawei's return to the top was a result of its strategic investments and innovations. With a shipment of 46.8 million units, Huawei secured a 17% market share, closely followed by vivo with 46.0 million units shipped. Apple maintained its strong presence in the top three, benefiting from its successful product differentiation and upgrade strategy. Xiaomi and OPPO also made their mark, securing the fourth and fifth positions, respectively.
But here's where it gets controversial: the fourth quarter of 2025 saw a moderate decline in the overall market, with Apple leading the charge. vivo and OPPO followed closely, with OPPO's performance rebounding and securing a spot in the top three. Huawei and Xiaomi rounded off the top five, showcasing a dynamic market landscape.
Hayden Hou, Principal Analyst at Omdia, commented on Apple's success, attributing it to a well-executed strategy. He also highlighted the advancements of local brands in their premiumization strategies. Huawei's focus on HarmonyOS and AI ecosystem innovation, along with Xiaomi's early launch of its flagship Xiaomi 17 Ultra, contributed to their market presence.
Lucas Zhong, another Analyst at Omdia, shed light on the impact of national subsidy policies. While these policies pulled demand forward, they did not generate organic growth. The market experienced an adjustment period due to inconsistencies in subsidies during the second and third quarters. However, with all brands, including Apple, restructuring their product portfolios and pricing strategies, the market is poised for a stable and positive development in 2026.
And this is the part most people miss: rising costs are set to become a major challenge for smartphone vendors in 2026. Increasing memory costs will create a dynamic environment, impacting component supply, product strategy, and pricing. Vendors will need to strategically balance cost allocation, price competitiveness, and hardware upgrade paths.
Despite these short-term challenges, vendors are committed to long-term value drivers. Investments in channel enhancements, AI and cross-device ecosystem development, and imaging innovation are expected to drive value growth and product innovation in mainland China's smartphone market in 2026.
The data speaks for itself: Huawei's shipments reached 46.8 million units in 2025, a 2% annual growth. vivo's shipments, however, saw a slight decline of 7%, while Apple's shipments grew by 7%. Xiaomi and OPPO maintained their positions with 4% and 0% annual growth, respectively. The total market shipment for 2025 was 282.3 million units, a 1% decline compared to 2024.
Omdia's research provides valuable insights into the dynamic nature of the smartphone market in mainland China. As we move forward, it will be interesting to see how these brands navigate the challenges and continue to innovate and adapt to stay ahead in this competitive landscape. So, what do you think? Will Huawei maintain its top position, or will another brand rise to challenge its dominance? Share your thoughts and predictions in the comments below!
