Apple iPhone sales fell in China 20 percent year to year in the fourth quarter of 2018.
That's according to industry research firm IDC.
The report is the first to put a firm number on the scale of Apple's decline in sales inside China.
Summit Place Financial Advisors CEO Liz Miller details what may be behind the numbers.
(SOUNDBITE) (English) SUMMIT PLACE FINANCIAL ADVISORS CEO LIZ MILLER, SAYING:
"It wasn't a huge seller in the United States. There aren't a lot of features that are so much more compelling than the really nice features that came with the original iPhone 10. So we know that this is a mid-cycle kind of adjustment. I think the other thing we're really learning though that is that the Chinese consumer can be as price conscious as the U.S. consumer. The iPhone is a premium product in China just like it is in the United States. And we don't even know about all the different domestic Chinese phone options at lower costs that Chinese consumers can choose. So I doubt that sales overall declined tremendously in China. I think we're seeing a slowing economy with consumers trading down just the way U.S. consumers would do in tough times."
Meantime, phone sales for China's own Huawei were up 23 percent over the same time period, according to IDC.