In the past, when the iPhone 4s and iPhone 5 were launched, Chinese consumers rushed to buy them in large numbers. At that time, owning an iPhone was not just a tech purchase—it was a symbol of status and success, often referred to as "local gold." However, with the rise of domestic smartphone brands and the increasing demand for personalized products, the iPhone no longer holds the same exclusive appeal it once did. After facing setbacks with the iPhone 7 series, Apple is now counting on the iPhone 8 and iPhone X to regain its foothold in the Chinese market.
According to recent data, Greater China remains Apple’s third-largest market globally. Yet, the company's market share in China has dropped to fifth place, and sales in this region have been under pressure. In the third quarter of last year, Apple saw growth in most global markets, but sales in China declined for the sixth consecutive quarter. This trend highlights the challenges Apple faces in maintaining its dominance in one of the world's most competitive smartphone markets.
Despite these struggles, Apple still holds a strong brand reputation. Recently, JD.com, China's largest mobile phone retail platform, released a comprehensive iPhone big data report titled “2009-2017: A Truly Exciting Journey.†The report analyzed iPhone sales over the past decade, covering buyer demographics such as age, gender, education level, and product preferences. It offers valuable insights into how consumer trends have evolved on the JD.com platform over the years.
According to Strategy Analytics, Apple's smartphone market share in Q2 2017 was 11.4%, down significantly from Samsung but showing signs of stabilization and gradual recovery from the previous year. Meanwhile, the consumption pattern in third-tier cities and below has seen a significant increase. Before 2010, iPhones were primarily purchased by consumers in first- and second-tier cities, with their market share once exceeding 90%. However, as consumer spending power grew and distribution channels expanded, the share of users in lower-tier cities increased sharply.
Today, first- and second-tier cities account for about 60% of iPhone buyers, while third- and fourth-tier cities each make up around 20%. In the past two years, the share of fifth- and sixth-tier cities has even surpassed that of the third and fourth tiers. This shift reflects the broader penetration of smartphones across different regions in China.
Another key finding from the JD.com report is that young, highly educated individuals form the core of iPhone buyers. Over 51% of JD.com iPhone buyers are aged 26–35, and the proportion of younger users (16–25) is rising rapidly. More than 90% of all iPhone buyers on JD.com have at least a university degree, indicating that educated consumers remain loyal to the brand.
Additionally, the data shows that the iPhone 6 has become the most praised model on JD.com, with a satisfaction rate of 98.3%. The repurchase cycle for iPhone users typically falls between 2 and 18 months, with many prioritizing product freshness and updates.
When it comes to color preference, the gold version of the iPhone has been especially popular among Chinese consumers. The launch of the iPhone 5s in gold quickly captured the attention of buyers who associated gold with wealth and prestige. According to JD.com data, 36% of male users and 34% of female users chose the gold version, making it a popular choice.
As smartphone screen sizes continued to grow, Apple introduced the 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus in 2014, setting a new standard. While women tend to prefer the larger 5.5-inch screen, men often favor smaller models. However, the 4.7-inch size has become the most widely adopted, with nearly equal demand from both genders.
Finally, according to the "iPhone Sales Data Report for China in January–June 2017," JD.com has sold over 14.894 million iPhones since 2009. As the leading online retailer for iPhones in China, JD.com holds a 47% market share, up 28% year-on-year. With every new iPhone release, JD.com also offers pre-sales, discounts, and convenient recharge services through its app store, ensuring a seamless shopping experience for customers.
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