"Double 11" mobile phone sales only increased by 3% year-on-year, with Apple's iPhone 17 single-handedly supporting the overall market.

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 sales of all smartphone brands up 3% compared to the same period last year.

Sales performance of the Apple iPhone 17 was particularly strong. The data shows that if Apple is excluded, smartphone sales during Double 11 actually declined by 5%. This year's Double 11 shopping festival ended on November 11. Despite major e-commerce platforms running more than a month of promotions, widespread consumer enthusiasm was not ignited.

The main domestic brands showed divergent performances in this Double 11 shopping festival.

Counterpoint 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 ranked second with a 17% share, but its sales declined compared to the same period last year. This is mainly attributable to the earlier launch date of the Xiaomi 17 series.

This year, major platforms all moved up the timetable for Double 11 significantly. Tmall, JD.com, and Douyin launched activities on October 15, October 9, and October 9 respectively, setting records for the "earliest ever" start, and extending the overall shopping festival period to 31-57 days.

Statistics from data provider Syntun show that total sales across all platforms during this year's Double 11 reached RMB 1.70 trillion (about $240 billion), up from RMB 1.44 trillion last year. However, last year's shopping festival lasted for a shorter period, which to some extent affects data comparability.

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