Apple experienced a decline in smartphone sales during China’s Singles’ Day shopping event, according to Counterpoint Research.

The event, which spanned from October 18 to November 10, saw Apple facing increased competition from new rival handset launches.

Counterpoint Research reported that Apple’s sales fell by double-digit percentages compared to the previous year.

Meanwhile, its major competitor Huawei saw a 7% increase in sales, largely due to price cuts on its Pura 70 and Mate 60 models.

Xiaomi also recorded a drop, with a 6% decrease in sales volume.