While many of its competitors face a challenging environment, Apple is demonstrating resilience on two critical fronts. The company is simultaneously achieving record-breaking success with its new MacBook Neo and posting significant growth in the crucial Chinese smartphone market, a rare feat against the current economic backdrop.
iPhone Gains Ground in a Shrinking Chinese Market
Perhaps the most striking development is occurring in Greater China, a region accounting for nearly 18 percent of Apple’s total revenue. Defying a broader market contraction, Apple’s iPhone sales surged by 23 percent during the first nine weeks of 2026. This growth comes as the overall Chinese smartphone sector declines.
Analysts from Counterpoint Research point to a key advantage: Apple’s control over its supply chain and long-term supplier contracts allows it to internally absorb rising memory chip costs. This insulation from cost pressure enables stable pricing. Consequently, the iPhone 17 remained eligible for state subsidies, a status bolstered by attractive e-commerce discounts. Meanwhile, Android rivals like OPPO and vivo have been forced to raise prices to protect margins, accelerating their loss of customers to Apple. The increased device sales also strengthen Apple’s high-margin services segment, including the App Store and iCloud.
MacBook Neo Captures a New Audience
On another product front, Apple is successfully attracting first-time buyers to its ecosystem. CEO Tim Cook announced that the launch week for the MacBook Neo represented the Mac’s strongest performance ever among new customers. Priced at $599 for consumers and $499 for students, the entry-level device costs roughly half of the next most affordable Mac model, explicitly targeting beginners and those switching from Windows.
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Technologically, the MacBook Neo is powered by the A18 Pro chip from the iPhone 16 Pro and includes a 16-core Neural Engine to handle on-device Apple Intelligence features. Industry reports suggest Windows-based PC manufacturers were caught off guard by the aggressive price-to-performance ratio of the new Mac.
Persistent Challenges for the Share Price
Despite these positive signals, Apple’s equity faces ongoing pressures. Since the start of the year, the stock has declined approximately seven percent, trading below its 50-day moving average of 222 euros. Unresolved questions concerning the development timeline for Siri and the long-term impact of memory chip expenses on profitability continue to create investor uncertainty.
Furthermore, Counterpoint anticipates the Chinese market will remain under pressure until at least May. Meaningful relief is not expected until the mid-year “618” shopping festival in June. For now, however, Apple’s dual momentum provides a notable counter-narrative to broader sector difficulties.
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