iPhone 15 Pro Max
Apple will not yet be the global smartphone market leader in 2024, although the iPhone did benefit from that customers were buying more premium models.
The holiday shopping season is important for many companies, including Apple. However, pre-launch and holiday sales will start to fall in the next quarter, as Counterpoint research appears to indicate.
According to the latest Mobile Market Monitor report for the first quarter of 2024, Apple took second place in global smartphone shipments. Apple is reported to have captured 17% of the market, second only to Samsung with 20%.
For Counterpoint it was a “dethronement”, but it wasn’t. In fact, this is a normal post-holiday sales slump that happens every year.
Apple starts its sales with great success, but over time the initial excitement subsides. That is, until Apple releases more iPhones in the fall, as it always does.
Global smartphone shipments in the first quarter of 2024 [Counterpoint]
Apple's position surpasses other China-focused manufacturers, including Xiaomi with 14%, Oppo with 8% and Vivo at 7%.
Overall, global shipments in the first quarter of 2024 rose 6% year-on-year to 296.9 million units. The market also declined quarterly by 8%.
Regionally, Apple still leads North America with a 52% share versus Samsung's 31%, although Counterpoint previously said the market was weakening. In Europe, Samsung leads with 32% versus Apple's 25%.
In Asia, Apple's share was 14%, which is slightly inferior to the leader Xiaomi with a share of 15%. In Latin America, Apple was fourth with 6% versus Samsung's 31%, and in the Middle East and Africa it managed to reach 5% versus Samsung's 22%.
Despite losing the top spot in global shipments, Counterpoint offers respite for Apple as it has a higher average selling price per device. While the expected price has not been disclosed, it is said to be due to increased sales of the Pro models, resulting in an increase in the amount consumers are willing to pay.
Earlier in May, Counterpoint provided more details on global smartphone sales for the quarter. At that time, the iPhone 15 Pro Max was declared the best smartphone with a 4.4% share, followed by the iPhone 15, iPhone 15 Pro and iPhone 14.
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