Just two months after launch, Apple's iPhone 17 series is breaking records in China, signaling a major rebound for the tech giant in the world's largest smartphone market.
According to research firm Counterpoint, iPhones accounted for 25% of all smartphone sales in China in October, a 37% year-over-year increase, driven primarily by the strong performance of the iPhone 17 lineup.
The surge marks Apple's best start to a fourth quarter in the company's history, surpassing the previous high set in October 2021.
Apple CEO Tim Cook highlighted the milestone during the company's Q3 earnings call, projecting double-digit year-on-year iPhone revenue growth in Q4. "This will be the strongest iPhone quarter in Apple's history," Cook said.
While the iPhone 17's market success is undeniable, speculation is swirling around Cook's potential departure next year. Since assuming the CEO role in 2011, Cook has overseen Apple's rise from a market capitalization of $350 billion to $4 trillion—a fourteen-year tenure marked by unprecedented growth. Industry observers are dubbing the iPhone 17's performance a potential "farewell show" for Cook.
The launch of the iPhone 17 series represents a sharp reversal for Apple in China. A year ago, the company faced pressure from domestic brands in the premium segment, compounded by the tepid reception of the iPhone 16 series. Retailers offered discounts to stimulate sales, and Apple's market share appeared vulnerable. The iPhone 17, particularly the standard model, has changed that narrative.
Analysts say the standard iPhone 17 has sparked widespread upgrades, while the Pro models push technological boundaries with high-refresh-rate screens and rapid charging capabilities. Unlike the previous generation, the standard iPhone 17 has maintained its retail price post-launch. Early buyers reportedly paid premiums to scalpers for the iPhone 17 Pro Max 2TB edition, underscoring strong demand.
Mengmeng Zhang, a senior analyst at Counterpoint, noted, "In the first two weeks post-launch, sales of the iPhone 17 base model in China nearly doubled those of the iPhone 16 base model. Performance of the iPhone 17 Pro is particularly impressive, with year-over-year growth nearly two-thirds higher than last year's Pro model."
Throughout October, domestic smartphone sales in China rose 8%, with Apple outpacing the market at 37% year-over-year growth. "The iPhone 17 series continues to deliver strong results, with both base and Pro models showing the fastest growth," said Ivan Lam, senior analyst at Counterpoint. "These models accounted for more than 80% of iPhone sales, and the higher average selling price suggests overall revenue will rise even further."
During the Double 11 shopping festival, the iPhone 17 series dominated sales charts. JD.com reported that Apple led both total smartphone brand sales and revenue, with the iPhone 17 taking the top three spots in individual product rankings. Remarkably, the iPhone maintained this dominance despite only competing with mid-range devices from rival brands, emphasizing the strong pull of its high-end positioning.
Apple has signaled a new annual design strategy, starting with the iPhone 17. Supply chain sources indicate the company aims to ship 95 million iPhone 18 units next year—up roughly 11.8% from the 85 million units shipped for the iPhone 17 series in 2025.
Cook, who turned 65 on November 1, is rumored to be stepping down as CEO after the upcoming earnings season. Public records show Cook joined Apple in 1998 at Steve Jobs' invitation, revamping operations and supply chains before becoming COO in 2005. He succeeded Jobs in 2011 and became Apple's longest-serving CEO in August 2025, surpassing Jobs' tenure.
Despite criticisms regarding incremental product innovation—particularly for the iPhone and Mac lines—Cook's tenure is defined by commercial success. Apple became the first publicly listed company to hit a $1 trillion market cap in 2018 and recently reached $4 trillion. Even as Apple's AI efforts and the Vision Pro headset faced skepticism, the company's operational and financial achievements remain unparalleled.
John Ternus, Apple's Senior VP of Hardware Engineering, is widely considered the leading candidate to succeed Cook. Ternus, who joined Apple in 2001, oversees hardware development across iPhone, iPad, Mac, and AirPods and has played a key role in Apple's transition to in-house silicon chips.
Industry observers suggest Cook may not fully retire but could move into a chairman or executive chairman role, maintaining influence over Apple's operations during the transition. Analysts say this move would also signal Apple's strategic shift from purely hardware-driven growth to a broader technology focus, while giving markets time to adjust and reducing potential shocks to the company's share price.
The iPhone 17's success underscores Apple's ability to reclaim premium market share in China and globally. Analysts view the device's performance as a validation of Apple's product strategy: balancing high-end hardware innovation with user experience improvements. The base and Pro models' strong sales demonstrate that Apple can still command a price premium despite fierce competition from domestic brands.
Apple's robust Q4 start, combined with ongoing momentum from Double 11, highlights the company's effective supply chain, marketing, and pricing strategies. As the iPhone 17 series continues to dominate, it provides a springboard for the iPhone 18 series, signaling confidence in sustained growth.
For shareholders and markets, the potential leadership transition adds another layer of significance. Apple's next CEO will face the dual challenge of maintaining operational excellence while driving product innovation to match the legacy of Jobs and Cook. The successful launch of the iPhone 17 series may give the incoming leader a solid foundation, but expectations will remain high
