Apple Dominates China’s 618 Ecommerce Festival with iPhone 16 Sales Surge

Apple reaffirmed its supremacy in China's smartphone market during the 2025 618 shopping festival, topping both unit sales and revenue metrics. The iPhone 16 series outperformed competitors across all price segments, defying broader market trends toward value erosion through discounts.

JD.com emerged as the dominant platform for smartphone transactions, facilitating billions in orders. Government subsidies provided critical support for electronics sales, while domestic brands Xiaomi and Huawei maintained strong positions in mid-tier categories.

The 618 festival, originating as JD.com's anniversary event, has grown into a national retail phenomenon spanning multiple platforms. This year's edition generated 855.6 billion yuan ($119 billion) in sales, marking 15.2% annual growth despite downward pressure on average transaction values from aggressive promotions.