The most recent Brain-Computer Interface (BCI) statistics survey for the Chinese market was released in November 2023. According to the research, there has been a significant increase in the number of new smartphone activations in China, amounting to 28.71 million units, which represents a significant 12.7 percent year-over-year growth. Take a look at all that has been revealed by the BCI data.

Among the most favoured brands in China’s high-end phone market are Xiaomi, Apple, and Huawei.

Xiaomi has recaptured the top rank among local smartphone companies, especially in the high-end segment priced above 4,000 Yuan+ (~$550), according to BCI’s most recent market survey for China. Xiaomi has approximately 90% of the market share in this premium category, making it one of the top three high-end brands, along with Apple and Huawei.

Even with a 21.2 percent year-over-year reduction, Apple continues to command the high-end market. Among Chinese brands, Xiaomi holds the biggest market share (18.3%). The company has seen a notable 44.1% increase in activations year over year, indicating the strongest growth rate. Honour has risen 12.6 percent year over year to take third place in activation volume.

While holding the fourth position in the market share rankings, Huawei is leading the industry in terms of growth rate, with an incredible 75.6 percent year-over-year gain in activations. Brands with significant reductions in activation volume include Oppo and Vivo. In the high-end sector, where three brands—Apple, Huawei, and Xiaomi—control about 90% of the market, competition is getting fiercer. Together, other brands account for a meagre 10% of the market.

Xiaomi’s comeback as the top domestic brand is highlighted by BCI statistics, which attributes its success to five weeks in a row of year-over-year increase of more than 40% in new phone activations. It has experienced the fastest growth rate, at 11.8 percent annually. This shifting market indicates that Apple’s position in the high-end market has likely been significantly harmed by the Huawei Mate 60 series and Xiaomi 14 series.