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Apple experienced a second consecutive decline in revenue from China during its fiscal fourth quarter, despite strong global results and an optimistic outlook for a rebound in the Chinese market this quarter. Revenue from China dropped 3.6% to $14.5 billion for the three months ending September 27, compared to the previous year, while worldwide revenue increased by 8% to $102.5 billion.
After seven straight quarters of declining income in China, the company saw its first growth in the region in two years during the fiscal third quarter ending June, partly driven by local competitors like Xiaomi and Huawei Technologies, who gained ground through more successful artificial intelligence feature rollouts.
For the entire fiscal year 2025, China revenue decreased by 3.8%, totaling $64.4 billion. The disappointing quarterly results in China mainly stemmed from supply chain disruptions affecting the new iPhone 17 lineup, according to the company’s CEO during the earnings call. He added that conditions are gradually improving.
“Current performance is promising, with significantly increased foot traffic compared to last year and positive reception for the iPhone 17 series,” he stated. “We anticipate returning to growth next quarter.”
Earlier this month, the CEO visited China for the second time this year. The company’s latest ultra-thin iPhone Air finally launched in the Chinese market on October 22, after a delayed release caused by regulatory challenges related to the phone’s embedded SIM design.
He also highlighted that China’s consumer goods subsidy programs have positively influenced sales, although some premium products are outside the subsidy price cap and therefore do not benefit. “Nonetheless, these programs have a favorable impact and are clearly helping to drive consumer demand from our perspective,” he explained.
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