What changed
Apple’s Greater China revenue rose 21% in the September quarter, reaching a new record. iPhone sales led the increase, while Mac posted double-digit growth and Services revenue hit an all-time high in China. Apple said Greater China revenue was up 28% for the full year.
Why it matters
The result shows Apple still has room to grow in China even as consumers remain cautious and component costs rise. Its premium positioning helped it avoid the worst of the margin pressure, while delaying iPhone price increases until September gave it more time to compete with Huawei and Xiaomi.
Apple also says its installed base of active devices and its number of mainland-China iPhone upgraders both reached records. That creates a strong base for future sales, but it does not remove the cost problem: higher memory and other component prices are expected to weigh on profitability.
The key question is whether customers will continue choosing pricier iPhones during a weak economy. Apple’s projected 27% share of China’s smartphone market in the December quarter, and expected demand for the iPhone 18 Pro series, point to continued momentum, but those are forecasts rather than reported results.
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