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What the verified Q4 2023 figures show
The closest authoritative source is Counterpoint Research’s China smartphone sales report, published January 25, 2024. It covers mainland China in Q4 2023 and measures consumer sales rather than simply units sent into distribution channels.
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| Measure | Q4 2023 result | What it means |
|---|---|---|
| Total China smartphone sales | Up 6.6% year over year | The first annual increase after ten consecutive quarters of decline. |
| Huawei sales | Up 71.1% year over year | A sharp recovery from a smaller base, led by the Mate 60 family and Huawei’s own 5G chipsets. |
| Apple sales | Down 9.0% year over year | A decline despite promotional activity around the iPhone 15 generation. |
| Apple sales share | 20.2% | Apple remained the leading brand in this sales dataset. |
Counterpoint’s separate quarterly market-share page uses shipment data. In that table, Apple held 21% of Q4 2023 shipments, Huawei 17%, vivo 16%, HONOR 15% and Xiaomi 13%. It describes Huawei shipments as having “almost doubled” year over year and Apple shipments as down 6%.
Those figures should not be merged into one growth rate. Sales can represent devices purchased by consumers, while shipments can represent units supplied to retailers or carriers. Channel inventory, timing and later sell-through can make the two measures diverge. Counterpoint’s shipment page also characterizes overall growth as approximately 1%, versus 6.6% growth in its sales report.
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The 36.2% and 2% figures in the original headline could reflect another firm, an alternative period or a different definition of shipments. The apparent secondary source associated with that wording is unavailable at the cited URL (GizChina article), so those percentages should not be presented as settled Q4 2023 facts.
Why Huawei regained ground
Mate 60 restored a credible premium rival
The Mate 60 series was Huawei’s principal Q4 growth catalyst. Counterpoint linked the recovery to Huawei’s return to 5G-capable premium phones using its own 5G chipsets. That gave Chinese consumers a domestic alternative in a segment where Apple had been unusually strong.
Nova 12 broadened the recovery
Huawei’s Nova 12 series also contributed to shipment growth, extending momentum beyond the flagship Mate line. A broader portfolio helped Huawei address more price points while rebuilding retail visibility and distribution.
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Growth from a reduced base magnifies percentages
A 71.1% sales increase does not mean Huawei sold more phones than Apple. Rapid percentage growth is easier from a depressed starting point; market share and absolute units are needed to judge leadership. The Q4 tables still placed Apple ahead.
Why Apple weakened even while remaining number one
iPhone 15 demand was softer than expected
Counterpoint reported that Apple’s Q4 sales declined 9.0% year over year. The iPhone 15 line did not generate the same momentum in China that Apple had hoped for, and discounts were used during the quarter. Promotions can support demand, but they do not erase a year-over-year decline.
Apple launched the iPhone 15 and iPhone 15 Plus in China in September 2023 at historical starting prices of RMB 5,999 and RMB 6,999, respectively, according to Apple’s official announcement: Apple China newsroom. Those were launch prices, not necessarily the prices consumers paid later in the quarter.
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Quarterly results are sensitive to the product cycle
Apple’s Q4 comparison followed a major iPhone launch, making timing and reception especially important. Earlier in 2023, older iPhone models continued to draw demand, so a weaker iPhone 15 cycle could produce a sharp quarter-specific decline without proving that Apple had permanently lost its Chinese customer base.
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Competition intensified at the top end
Huawei’s Mate 60 gave premium buyers a stronger domestic option, while Xiaomi, HONOR, vivo and OPPO continued to compete across China’s large midrange and upper-midrange segments. The evidence supports intensified competition, not a claim that Huawei directly “stole” every customer Apple lost.
Did Huawei overtake Apple in Q4 2023?
No—not in the Counterpoint datasets cited here. Apple held 20.2% of Q4 sales and 21% of Q4 shipments, compared with Huawei’s 17% shipment share. In Counterpoint’s sales ranking, Apple was first, followed by Xiaomi and HONOR, with Huawei not reported as the leader.
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Huawei did, however, regain substantial ground. The distinction matters: a brand can post exceptional growth while still trailing the market leader in total units. Claims that Huawei overtook Apple require a source with a clearly defined geography, quarter and methodology showing that result.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to read the conflicting market numbers
- Sales or sell-through: Devices purchased by consumers during the period.
- Shipments or sell-in: Units supplied to retailers, distributors or carriers; these may enter inventory before consumers buy them.
- Share: A brand’s proportion of the measured market, not its growth rate.
- Preliminary versus revised data: Research firms can update estimates as channel information arrives.
- Brand scope: Huawei and HONOR are counted separately; HONOR should not be added to Huawei’s totals.
For that reason, Counterpoint’s 6.6% sales growth and approximately 1% shipment growth describe different measurements rather than a contradiction that can be solved by choosing one number.
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1Clear out junk files and repair common Windows errors2Scan for outdated or missing drivers - takes under a minute3Repair Windows errors before they cause bigger problemsWhat changed in China’s smartphone market
Q4 2023 marked a break in the immediate downturn: sales rose year over year after ten declining quarters. That did not amount to a full-year recovery; Counterpoint reported that China’s smartphone market fell 1.4% for 2023 as a whole.
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The quarter also showed why domestic technology capability matters commercially. Huawei’s ability to return with a 5G flagship strengthened its premium positioning and gave Chinese retailers a high-profile alternative to Apple. Xiaomi’s growth was linked by Counterpoint to the Xiaomi 14 and Redmi K70 series, while HONOR remained comparatively stable. vivo and OPPO retained substantial scale despite Huawei’s advance.
What happened after Q4 2023
Later Counterpoint data indicates that Huawei’s recovery continued into 2024, with the Pura 70 and Mate 60 lines contributing materially to sales. The same quarterly source lists Huawei at 18% share and Apple at 14% in Q3 2024. Those are later-period figures and should not be backdated to Q4 2023; they are useful only as context for the durability of Huawei’s rebound.
Bottom line for readers tracking the market
Huawei’s Mate 60-led comeback materially changed China’s premium smartphone contest in Q4 2023. The best-supported figures are Huawei sales up 71.1% and Apple sales down 9.0%, or, in Counterpoint’s separate shipment view, Huawei at 17% share versus Apple at 21%. The headline’s 36.2% and 2% rates remain unverified, and the available Q4 evidence does not show Huawei overtaking Apple.
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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Sources: Counterpoint Research Q4 2023 China smartphone sales report; Counterpoint Research China smartphone market-share data; Apple China iPhone 15 launch announcement.
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