After a particularly successful year 2023 for Apple, where the American brand sold more than 234 million iPhones, surpassing Samsung’s 227 million, the first figures for the year seem less encouraging. At least that’s what data shared by the International Data Corporation (IDC), which analyzes global smartphone shipments, suggests. In a market growing by 7.8% in the first quarter of 2024, iPhone sales fell by 9.6%, while Samsung managed to maintain its position.
Samsung regains market leadership
As a result, the South Korean company regains first place with a market share of 20.8%, compared to 17.3% for Apple. The podium is completed by Xiaomi, whose sales have exploded (+33.8%) after two difficult years. The Chinese manufacturer now holds 14.1% of market share, ahead of Oppo (25.4%) and Transsion (25.3%), another relatively discreet Chinese group in Europe, which owns the Infinix, Itel and Tecno brands.
Remember that Samsung has just launched its latest flagship smartphone, the Galaxy S24. This quarter’s sales therefore benefit from the enthusiasm generated by any new product. This is the usual life cycle before introducing discounts in the coming weeks or months in order to maintain sales and keep up with the competition’s latest creations. Apple could therefore quickly regain control, if sales of the Galaxy S24 series do not continue over time.
Nabila Popal, research director on the Worldwide Tracker team at IDC, says the telephony market is emerging strong and transformed after two turbulent years. “First, we are seeing growth in value and average selling prices (ASPs) as consumers opt for more expensive devices, knowing they will keep them for longer. Second, there is a shift in dynamics among the top five companies, which continues as market players adapt their strategies in a post-pandemic world.»
