Huawei and Apple launched their new flagship phones on the same day. Huawei’s latest foldable phone outperformed Apple’s iPhone 16 in sales and attention.
Huawei takes the spotlight from Apple’s ‘Spring Gala’
The annual “iPhone Spring Gala” event, traditionally a major moment for Apple fans, was overshadowed by Huawei this year. On September 10, Apple hosted its fall event to unveil the iPhone 16, but Huawei held its brand celebration just hours later, launching the Huawei Mate XT Master Edition.
As of September 13, Huawei’s Mate XT had amassed over 5.67 million pre-orders, far surpassing the attention received by Apple’s iPhone 16. This is a clear signal that only Huawei can compete with Apple’s dominance in the market.
The fall of Apple’s ‘Spring Gala’ myth
In the digital and 3C (consumer electronics) sector, September has always belonged to Apple, with the launch of the latest iPhone series becoming a global event. Since the release of the iPhone 4 in 2010, other smartphone brands have avoided competing with Apple’s September releases. That changed in 2023 when Huawei launched a counterattack against Apple by releasing its Mate 60 series alongside the iPhone 15.
Huawei’s “hardcore tech” approach left Apple struggling to keep up. With innovations like ceramic “Jihong glaze” technology, strengthened Kunlun glass, scratch-resistant tech, and satellite communication, Huawei’s Mate 60 series took the market by storm. By June 2024, Huawei’s Mate 60 Pro achieved a 101.41% year-over-year growth, with sales far surpassing other competitors.
In the first half of 2024, Huawei held 17.5% of the Chinese smartphone market, ranking first in shipments. In contrast, Apple’s iPhone 15 series saw a sharp decline in sales. According to Canalys, Apple’s market share dropped by 2% in Q2 2024, falling to sixth place with just 14% of the market share. This was a major blow to Apple’s long-standing dominance and a triumphant return for Huawei.
From AI to foldable phones
The Huawei Mate XT and iPhone 16 represent two different paths in high-end smartphones: foldable screens and AI integration.
Foldable phones have become a symbol of premium design, and their futuristic appearance and immersive experience have made them popular in the Android market. Huawei’s Mate XT is a prime example of this trend, with foldable screens expanding to target both business professionals and fashion-conscious consumers. In 2024, global foldable phone shipments grew by 49%, and in China alone, Huawei held 41.7% of the foldable market share, leading the sector.
Meanwhile, Apple has lagged behind in the foldable phone space. Instead, it has shifted focus to AI technology, introducing the iPhone 16 as its first AI-powered flagship phone. The phone features Apple Intelligence, a new AI system designed to enhance apps like Siri. However, the Chinese version of Apple Intelligence won’t be available until 2025, raising concerns about Apple’s AI strategy and its ability to compete with Android brands, which have already integrated AI into their phones.
The global smartphone market rebounds
The global smartphone market had been in decline for several years due to a lack of innovation and the long replacement cycle for phones. In 2022, global smartphone shipments fell by 11.3%, the lowest in a decade. However, the introduction of foldable screens and AI technology has sparked a wave of new demand, with consumers eager for innovative products.
Huawei and Samsung currently dominate the foldable phone market, but the AI smartphone sector has yet to see a breakthrough product. Apple’s future in this field may depend on the success of the 2025 release of Apple Intelligence, but for now, Huawei continues to lead the charge in innovation.