As of the beginning of 2024, Apple has a 17% share of the global smartphone market, second only to Samsung's 20%.

So far, Apple is not in a dominant position in the global smartphone market in 2024, even though the iPhone benefits from consumers buying more high-end models. The holiday shopping season is important for many companies, including Apple. However, Counterpoint's research seems to indicate that the next quarter is when new products are released and holiday sales begin to decline.

According to the company’s latest Mobile Market Monitor report for the first quarter of 2024, Apple ranks second in terms of global smartphone shipments. Apple reportedly holds 17% of the market share, second only to Samsung, which holds 20% of the market share.

In fact, this is the sales slump that occurs every year after the holidays.

Apple’s sales campaign started out with a bang, but eventually the initial sales rush faded as Apple tends to release most of its mainstream iPhone models in the fall, but even so, Apple ranked ahead of other China-centric manufacturers, including Xiaomi (14%), Oppo (8%) and Vivo (7%).

Overall, global shipments increased 6% year-on-year to 296.9 million units in the first quarter of 2024. At the same time, the market has declined by 8% for several consecutive quarters.

In terms of regions, despite Counterpoint's previous report that the North American market is weakening, Apple still leads with 52% share to Samsung's 31%. In Europe, Samsung leads with 32% share to Apple's 25%.

In Asia, Apple's share was 14%, just behind leader Xiaomi's 15%. In Latin America and the Caribbean, Apple ranked fourth with 6% and Samsung's 31%. In the Middle East and Africa, Apple's share was 5% and Samsung's was 22%.

Although Apple lost its number one position in global shipments, Counterpoint gave Apple a respite as its average selling price per device increased. Although the estimated average selling price was not disclosed, it is said that this is due to higher sales of Pro models, which prompted consumers to pay higher prices.

Earlier in May, Counterpoint provided more details on global smartphone sales during the quarter. At the time, it announced that the iPhone 15 Pro Max topped the smartphone charts with a 4.4% share, followed by the iPhone 15, iPhone 15 Pro, and iPhone 14.

From Chinese Industry Information Station