Apple Inc.’s latest iPhone 17 lineup is showing strong momentum in China, delivering a 37% jump in the company’s smartphone sales in October and marking a rare bright spot in a market that has struggled to regain its footing.
At the same time, the company is grappling with another high-profile departure from its design group, a team already reshaped by years of turnover since the exit of famed design chief Jony Ive.
iPhone 17 drives a rebound in China
Apple’s iPhone 17 series recorded enough traction to lift the company’s share of China’s smartphone market to 25% in October, the first time it has reached that level since 2022, according to Counterpoint Research.
The performance supports CEO Tim Cook’s recent prediction that Apple would return to growth in China this quarter.
The new models, priced from 5,999 yuan (around $850) for the base iPhone 17 to 8,999 yuan (around $1,250) for the top-end 17 Pro Max, outpaced their iPhone 16 predecessors by double-digit percentages.
Analysts say the year-on-year upgrades appear to be resonating strongly with consumers, even as China’s broader smartphone sector has been stuck in a prolonged slump.
Apple’s strong sales contributed meaningfully to the overall market, pushing China’s smartphone industry to 8% growth in October.
Counterpoint analyst Ivan Lam noted that more than 80% of Apple’s unit sales now come from the latest models, a trend that could help amplify revenue growth as rising average selling prices feed through to the top line.
Other smartphone makers posted mixed results during the month.
Oppo saw a 19% increase in sales, supported by demand for its Find X9 model, while Huawei’s sales slipped 19%, partly because the company did not release a new device in October.
Still, Huawei remains Apple’s most formidable competitor in China, and its upcoming Mate 80 flagship launching on November 25 may test the resilience of iPhone 17 demand.
For now, Lam said, Apple’s momentum shows little sign of tapering.
Key designer behind iPhone Air departs
Even as Apple gains traction in one of its most important markets, the company is contending with fresh turnover in its design ranks.
Abidur Chowdhury, the industrial designer who helped develop the iPhone Air and appeared in its September launch video, has left the company for an artificial-intelligence startup, reported Bloomberg.
Chowdhury’s departure drew internal attention due to his rising influence within the design team.
He joined Apple in 2019, around the same time Jony Ive, the influential design chief behind some of Apple’s most iconic products, exited the company.
At Apple’s September event, Chowdhury narrated a two-minute video introducing the iPhone Air’s design process and features, signaling his growing visibility.
His exit is not related to the device’s debut, though the model has drawn mixed commercial reactions despite favorable design reviews.
A second-generation iPhone Air is reportedly planned for 2027.
A design organization in transition
Chowdhury’s departure adds to a broader wave of changes within Apple’s design division, which has seen many long-time members retire or move on to other companies, including Ive’s firm, LoveFrom.
Today, the team is made up largely of newer recruits and more junior designers.
The group has also undergone structural shifts.
Jeff Williams, Apple’s former chief operating officer who oversaw the design team for several years, left the company last week.
Meanwhile, the user interface organization led by Alan Dye has experienced its own series of departures.
Following Williams’ exit, Apple said in July that its design teams now report directly to CEO Tim Cook.
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