In the initial quarter of the year, Apple Inc. experienced a near 10% decline in iPhone shipments, conceding ground to its Android competitors as indicated by market tracker IDC.
The global mobile market witnessed a surge to 289.4 million handsets shipped, reflecting a 7.8% increase compared to the previous year. Samsung Electronics Co. reclaimed the top position, while budget-focused brand Transsion saw an 85% increase in shipments. Xiaomi Corp. also rebounded, narrowing the gap on Apple, which held the second spot.
Apple, headquartered in Cupertino, California, has faced challenges in maintaining sales in China, the largest smartphone market globally, since the release of its latest iPhone generation in September. These issues have impacted its global performance, with the company shipping 5 million fewer iPhones compared to the previous year, according to IDC’s preliminary data.
Nabila Popal, research director at IDC, noted, “The smartphone market is emerging from the turbulence of the last two years both stronger and changed,” highlighting negative growth for the top two players in the first quarter. However, Samsung appears to be in a stronger overall position than in recent quarters.
IDC researchers observed a rise in average selling prices for handsets, with consumers increasingly opting for premium models that they intend to keep for longer periods. Apple likely saw a higher proportion of sales from its iPhone 15 Pro devices, resulting in increased revenue per unit. Nonetheless, the company resorted to unconventional discounts to stimulate sales, with some retail partners in China offering discounts of up to $180 off the regular price.
