Huawei is back at number one in China. After a rough couple of years, they finally reclaimed the top spot for 2025. Even though they actually shipped fewer phones than before. Their focus on premium models and keeping prices stable really paid off. Plus, their own software, HarmonyOS, is seriously catching on. It has been confirmed that the software is now powering about 12% of the market. It’s a huge comeback for a brand many thought was down for the count.
Winning Brands and Big Move
The overall market stayed pretty flat throughout the year, with total sales reaching about 284 million units. While things started strong with holiday sales and some government help, the excitement cooled off by the end of the year. Apple, however, had a massive fourth quarter. They crushed it recently, hitting their best sales numbers in years because they finally sorted out the supply chain for the iPhone 17. At the same time, Xiaomi is on a roll, seeing growth for the second year straight. They’ve been really smart about moving upscale, successfully convincing more people to purchase their premium phones that cost over $600. Both brands are finding ways to win even as the rest of the market starts to feel a bit crowded.
The Shift in Design
The hype for foldables cooled off a bit lately. Although more people bought them in 2025 than in the previous year, the significant growth we used to see is definitely slowing down. Huawei remains the leader in this market, holding a massive 70% share. While brands like vivo and OPPO keep trying to catch up, the “wow factor” of folding screens has mostly levelled out. Experts think we’ll need some truly fresh designs before shoppers get that same level of excitement back again.
What to Expect Next
The road ahead for 2026 looks a bit rocky. With parts like memory chips getting way more expensive because AI data centres are hogging the supply, many brands are ditching their budget models to avoid losing money. Experts believe this could cause total sales to drop significantly. As things cool off, the industry is preparing for a tougher climb where only the high-end, most innovative names are likely to win.
Source from Gizchina
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