Double 11 in 2026 was still somewhat subdued.

Consumer enthusiasm wasn't as high as in previous years, and major manufacturers' promotional efforts also seemed less aggressive than before. That said, it's undeniable that even with lower enthusiasm, Double 11 still brings a consumption peak.

And major phone manufacturers still move a large volume of devices during Double 11. So the question is: which brand actually sold the most during Double 11? Which models performed best?

Here's some data: this is the total sales ranking from a certain e-commerce platform as of around 8 a.m. on the 12th, covering the 10 best-selling phones.

As you can see, the top 4 were all Apple. No. 1 was the Apple iPhone 18 Pro Max, No. 2 was the Apple iPhone 17, No. 3 was the Apple iPhone 18 Pro, and No. 4 was the Apple iPhone 17 Pro.

Of the 10 phones, Apple accounted for 4—and they ranked in the top four. Is Apple impressive or what? It absolutely wiped the floor with domestic phones.

In addition, among the 6 domestic phones that made the list, Xiaomi had 3, Honor had 2, Huawei had 1, and no other domestic brands made the cut.

Let's also look at the overall brand sales ranking. Apple likewise ranked first, Xiaomi second, followed by OPPO/OnePlus, then Huawei, then VIVO/iQOO, then Honor...

Now let's look at the overall sales revenue ranking. Apple was again first, but Huawei ranked second, OPPO third, followed by Xiaomi, VIVO, and Honor.

This shows that Huawei's average selling price is also quite high, while Xiaomi's is low—which is why Xiaomi ranked second in sales volume but fourth in sales revenue.

From these tables, it's clear that whether in terms of sales volume, sales revenue, or individual product rankings, no brand is a match for Apple. Apple is truly invincible.

Of course, Double 11 in recent years has actually always been like this. Every year everyone says Apple is declining and domestic brands are stronger than Apple, but when you look at the sales figures in the end, domestic phones are always dominated by Apple. We can only say that domestic phones really need to work harder—not just pay lip service to working harder, but actually increase sales.