Apple: iPhone sales are falling, what's to blame ?

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On paper, everything is going well for Apple, which continues to generate stratospheric sales and quite incredible profits. However, a closer look reveals that iPhone sales are tending to decline.

According to figures from the analysis company Canalys, Apple remains the world's leading smartphone manufacturer. The iPhone 15 is also the best-selling phone in 2024, accounting for 3% of all shipments worldwide.

Going into a little more detail, we see that the Cupertino firm sold 77.1 million iPhones worldwide from October to December, one million fewer than in the same period in 2023. The device from the Apple brand captures 23% of the market share. This is one point less than in the fourth quarter of the previous year.

Difficulties in China

It should be noted that its rival Samsung is not doing any better with a market share that has decreased by one point at the global level (from 17 to 16%). Only Chinese companies, such as Xiaomi and Transsion, are seeing their market positions increase.

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Canalys comments as follows: “For the whole of 2024, iPhone shipments decreased by 1% to 225.9 million units. Samsung followed closely in second place thanks to its continued profitability target, as its shipments also decreased by 1% to 222.9 million units. Xiaomi maintained its dominant position in third place, being the largest contributor to industry volume growth in 2024. »

Experts add:

Driven by strong momentum in mainland China and continued strategic expansion in emerging markets, its shipments increased 15% to 168.6 million units. Transsion took fourth place for the first time ever, while Oppo (including OnePlus) rounded out the top five, increasing 15% and 3% to 106.7 million and 103.6 million units, respectively.

As a reminder, Apple had mixed results last year. Counterpoint Research, for example, noted that the iPhone lost one point of market share globally in 2024. Its rival Samsung has also struggled, while their Chinese rivals are doing very well.

To explain this development, experts have cited the lack of Apple Intelligence in the Middle Kingdom as holding back the tech giant. Counterpoint director Tarun Pathak points out:

Apple's iPhone 16 lineup has received a mixed response, partly due to the lack of availability of Apple Intelligence at launch. However, Apple continued to grow strongly in its non-core markets, such as Latin America.

More information in our previous article here.

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