In the early days of the iPhone 4s and iPhone 5, Chinese consumers were absolutely obsessed with Apple products. The rush to buy these devices was so intense that they became a symbol of status and success. Back then, owning an iPhone was like having "local gold"—a sign of prestige. However, as domestic brands grew stronger and consumer preferences evolved, the iPhone no longer represented scarcity or exclusivity. After the disappointing performance of the iPhone 7 series, Apple is now under pressure to regain its foothold in the Chinese market with the release of the iPhone 8 and iPhone X.
According to recent data, Greater China remains Apple’s third-largest market globally. But the company's market share in China has dropped to fifth place, and revenue from the region has been struggling. In the third quarter of last year, Apple reported growth in most global markets, but sales in China continued to decline for the sixth consecutive quarter. This highlights the growing competition and shifting consumer behavior in one of the world’s most important markets.
Despite this, Apple still holds a strong brand image and continues to attract loyal customers. Recently, JD.com, China’s largest mobile phone retailer, released a comprehensive iPhone big data report titled “2009–2017: A Truly Exciting Journey.†The report analyzed over ten years of iPhone sales on the JD platform, covering buyer demographics such as age, gender, education level, and product preferences. It reveals how consumer trends have changed over the past decade.
According to Strategy Analytics, Apple’s smartphone market share in Q2 2017 stood at 11.4%, down significantly from its peak but showing signs of stabilization and slow recovery after a tough 2016.
One notable trend is the increasing consumption in third-tier cities and below. Before 2010, iPhones were mainly purchased by consumers in first- and second-tier cities, with a market share exceeding 90%. However, as consumer spending power grew and retail channels expanded, the proportion of sales in lower-tier cities increased dramatically. Today, first- and second-tier cities account for about 60% of iPhone sales, while third- to sixth-tier cities each make up around 20%. In recent years, even the fifth- and sixth-tier cities have outperformed the third- and fourth-tier ones.
Another key finding is that young, highly educated users form the backbone of iPhone buyers. According to JD.com data, 51% of iPhone buyers on the platform are aged 26–35, and the percentage of users aged 16–25 is rising rapidly. Additionally, more high school students are purchasing iPhones. Over 90% of all iPhone buyers on JD.com have a university degree or higher, showing that educated consumers remain a major driver of demand.
Moreover, the iPhone 6 has become the most praised model on JD.com, with a satisfaction rate of 98.3%. Most users tend to repurchase within 2–18 months, highlighting their preference for new models and the importance of freshness in their buying decisions.
When it comes to color choices, the gold version of the iPhone 4.7-inch screen has become a popular choice among both men and women. The introduction of the iPhone 5s in gold was a hit with Chinese consumers, who have a deep cultural connection to gold. According to JD.com data, 36% of male users and 34% of female users chose the gold version, making it a top choice.
As smartphone screen sizes increased, Apple launched the 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus in 2014, and subsequent models followed this trend. Data shows that while females prefer larger screens, males tend to favor smaller ones. However, the 4.7-inch screen has become the most popular size, with roughly equal demand from both genders.
Finally, according to the “iPhone Sales Data Report for China (January–June 2017)†released by Sino, JD.com has sold over 14.894 million iPhones since 2009. As the leading online retailer of iPhones in China, JD.com holds a 47% market share, up 28% year-on-year. With every new iPhone launch, JD.com offers pre-sales, discounts, and convenient recharge services through its app store, ensuring a smooth and secure shopping experience for Apple fans.
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