Apple trails behind global smartphone industry, but AI expected to drive Q3 need

IDC reports that global smartphone sales increased 6.5% on an annual basis to 285.4 millions units. iPhone growth was only 1.5%.
Preliminary market results show Samsung capturing the top spot in 2Q24, with an 18.9% share of shipments. This is due to a strategic focus and a strong strategy for AI. Apple finished the quarter with a 15.8% share, thanks to improved performance in China and key regions. Both leading companies saw modest growth over the past year.
Counterpoint says that the overall market growth is a very slight 6% lower and that iPhone shipments have fallen 1% during this time.
The top five brands were the same as they were in previous quarters. Samsung retained its top spot in Q2 of 2024. This was due to the sustained sales of the AI Galaxy S24 series as well as an early refresh of popular Galaxy A models, which became the bestsellers for entry-level and mid-price bands. Samsung also led sales of GenAI capable Android smartphones, and is expected further capitalise with its new-generation folding phones.
Apple’s global sales were flat, but it recorded strong YoY growth across Europe and Latin America. This compensated for the low upgrade rates in US and the share loss in China due to Huawei’s rise. Apple’s sales in China improved during the 618 Shopping Festival, where it offered attractive discounts.
Samsung has already felt the impact. Apple will also benefit from the launch of its iPhone 16 line in September. Apple’s two iPhone 15 Pro models will be the only ones that can take advantage of all the Apple Intelligence features. This means that most iPhone users will need to upgrade to get these features. Photo: AppleFTC.com: We use auto-affiliate links to earn income. You’re reading 9to5Mac – experts who report on Apple and its ecosystem every day. Check out our homepage to get the latest news and follow 9to5Mac via Twitter, Facebook and LinkedIn to keep up with the latest. You don’t know where you should start? Subscribe to our YouTube channel for exclusive stories, reviews and how-tos.