Apple sees smartphone shipments decline as competition intensifies


15th April 2024 – (Cupertino) Apple Inc. experienced a 10% drop in smartphone shipments in the first quarter of 2024, according to data released by IDC on Sunday. This decline came amid heightened competition from Android manufacturers, particularly in key markets like China.

The global smartphone market itself grew by 7.8%, reaching 289.4 million units shipped from January to March. Samsung reclaimed its position as the top smartphone manufacturer with a 20.8% market share, pushing Apple back to second place with 17.3% of the market. This shift occurred despite Apple’s brief tenure as the leading phone maker in the last quarter of 2023, driven by robust sales during the holiday season.

Chinese technology giant Huawei and other local brands continued their upward trajectory in market share, contributing to Apple’s slide. Xiaomi maintained its third-place standing, capturing 14.1% of the market during the same period.

Samsung’s recent success can be attributed to the strong performance of its Galaxy S24 series, launched at the start of the year, which saw a significant 8% increase in sales compared to its predecessor, the S23 series, in the first three weeks following its release.

Meanwhile, Apple shipped 50.1 million iPhones in the first quarter, a decrease from the 55.4 million units shipped during the same period last year. In China, Apple’s shipments fell by 2.1% in the last quarter of 2023, reflecting ongoing challenges in the region where some companies and government agencies have restricted the use of Apple devices amid broader U.S-China tech tensions.

Looking ahead, Apple is preparing for its annual Worldwide Developers Conference (WWDC) in June, where it is expected to unveil significant software updates. Market watchers are particularly keen on Apple’s advancements in artificial intelligence, an area where the company has been relatively quiet but is increasingly seen as crucial for future tech competitiveness. This comes after Apple recently lost its status as the world’s most valuable company to Microsoft, underlining the high stakes involved.