The Chinese company’s latest device is coming next week as it pushes ahead in technology despite U.S. sanctions.

The iPhone manufacturer saw its sales decline year-on-year by "double digit percentages" from Oct. 18 to Nov. 10, the research consultancy said. In comparison, its main rival in China, Huawei, recorded 7% sales growth, fueled by price cuts on its Pura 70 and Mate 60 models. Xiaomi also saw sales decline, with volumes falling 6%.

Nonetheless, according to Reuters, Apple was one of 45 brands that sold over $138 million at China's largest reseller, the Alibaba Group. Alibaba also claimed that the 2024 Singles Day saw "robust growth" in sales, and even a "record number" of shoppers.

Total smartphone sales in China dropped by 9% during this year's Singles' Day shopping festival compared to last year, with both HONOR and Apple experiencing double-digit declines, Counterpoint Research said on Wednesday.