Apple is being hurt by intense competition from Android smartphone makers and while its sales dipped global smartphone shipments actually increased by 7.8%, reaching 289.4 million units during January-March.
Samsung now accounts for 20.8% of the smartphone market while Apple’s market share has fallen back to 17.3%. That’s been attributed to the launch of Samsung’s S24 smartphone, which saw sales jump 8%, and to increased competition from Chinese brands Huawei and Xiaomi, both of which have gained market share.
Apple shipped 50.1 million iPhones in the first quarter but that compares to 55.4 million units shipped this time last year. Apple's smartphone shipments in China shrank 2.1% in the final quarter of 2023 compared to 2022.
The challenges facing Apple are growing, according to IDC. In fact, Chinese companies and agencies are now limiting employees' use of Apple devices, a move that reflects US government restrictions on Chinese apps.
All of which points to the importance of the company’s upcoming Worldwide Developers Conference in June when it will be announcing new software updates and to the company’s longer-term plans with regards to artificial intelligence, about which it has to date been very quiet.
