NEWS  News  January 16, 2024  Reading time: 2 Minute(s)

Max (RS editor)

Apple has, for the first time ever, outpaced Samsung in global smartphone sales, marking a significant shift in the competitive landscape of the industry. Both IDC and Canalys, the leading market intelligence companies, concur on this historic achievement, signaling a new era for the tech giant.

IDC's Perspective: Apple Emerges as the Unprecedented Winner

According to IDC, Apple's triumph is indisputable, with Nabila Popal, research director at IDC's Worldwide Tracker team, stating, "The biggest winner is clearly Apple". Despite facing increased regulatory challenges and resurgent competition from Huawei in China, Apple secured the number one spot annually, showcasing positive growth in a market where such feats are rare. The success is attributed to the rising trend of premium devices, constituting over 20% of the market, driven by compelling trade-in offers and interest-free financing plans. 

Canalys' Insight: Apple's Resilience in the High-End Segment

Canalys reinforces the narrative by emphasizing that Apple surpassed Samsung to become the top vendor in terms of shipments for the year. The iPhone 15 series played a pivotal role in Apple's resilience over the past two years, indicating a strategic shift towards reaching a broader range of consumer segments. However, Canalys cautions that sustaining current sales levels might be challenging for Apple due to Huawei's resurgence and increasing local competition in mainland China.

The Android Market Dynamics and Samsung's Challenges

Acknowledging that Apple's success is not solely attributable to its own merits, IDC notes that Samsung faced intensified competition in the Android market. The Android space is diversifying rapidly, with Huawei making strides in China, and other brands like OnePlus, Honor, Google, and more, introducing competitive devices in the lower price range of the high end.

Challenges and Future Outlook

Canalys warns that sustaining growth might pose challenges for Apple, particularly with Huawei gaining strength in China and local competition intensifying. The high-end replacement demand in major markets like North America and Europe is also leveling off, posing additional hurdles for Apple's growth trajectory. However, the fact that Apple predominantly sells premium devices, in contrast to Samsung's diverse price-point offerings, makes this achievement all the more noteworthy.

As we witness this historic change, the future of the smartphone market remains uncertain. Apple's ascendancy and Samsung's recalibration underscore the ever-evolving nature of consumer preferences and market dynamics, setting the stage for a compelling chapter in the ongoing saga of technological innovation.

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