Apple’s iPhone Sales Drop 10% in Q1 2024

Quick Look:

• Apple’s iPhone shipments fell 10%, dropping to 50.1 million units in Q1 2024.
• Samsung leads with a 20.8% market share, boosted by Galaxy S24 sales.
• Chinese brands like Xiaomi are growing, further challenging Apple’s market stance.

The first quarter of 2024 has revealed a significant downturn for Apple in the competitive smartphone market. According to the latest data from the International Data Corporation (IDC), Apple’s smartphone shipments saw a roughly 10% drop, totalling only 50.1 million iPhones compared to 55.4 million in the same period last year. This decline starkly contrasts with the company’s previous strong performance in the December quarter, when it momentarily overtook Samsung to become the world’s leading phone maker. Now, with a market share reduced to 17.3%, the company has slipped back to second place, overtaken by its perennial rival, Samsung, and feeling pressure from rising Chinese brands.

Samsung Leads as Global Shipments Surge

In contrast to Apple’s difficulties, the global smartphone market has experienced robust growth, with total shipments increasing by 7.8% to 289.4 million units from January to March 2024. Samsung has capitalised on this growth, clinching the top spot with a market share of 20.8%. The South Korean giant’s success can be largely attributed to its Galaxy S24 series launch at the start of the year. This new flagship range has proved popular, with shipments surpassing 60 million phones in the quarter and sales of the Galaxy S24 jumping 8% compared to its predecessor’s performance in their initial weeks on the market.

Apple’s Market Challenges in China

The aggressive expansion of Chinese smartphone makers also challenges Apple’s market position. Xiaomi, for example, has solidified its standing as one of China’s top producers, securing the third spot globally with a market share of 14.1%. Additionally, brands like Huawei are making significant inroads in China and across global markets, eroding Apple’s previous gains. In China, a critical battleground, Apple’s shipments fell by 2.1% in the last quarter of 2023.

The Chinese government and companies are increasingly compounding this downturn by restricting the use of Apple products among their employees. This is a reciprocal measure reflecting similar U.S. restrictions on Chinese technology.

As Apple gears up for its Worldwide Developers Conference (WWDC) in June, the industry and investors are keenly awaiting the company’s strategy. They are interested in how Apple plans to rebound from its current setbacks. Additionally, there may be announcements regarding artificial intelligence capabilities. Apple has been relatively quiet in this area, yet it is now seen as crucial for staying competitive.

Meanwhile, Apple’s market valuation has experienced fluctuations. Recently, the company lost its title as the world’s most valuable company to Microsoft. This loss highlights the volatile nature of market valuations and the intense competition in the tech sector.

This period represents a critical juncture for Apple as it navigates increasing competition and shifting market dynamics. The coming months will be telling of Apple’s ability to innovate and recapture its leading position in the evolving global smartphone market.