Apple's Global Smartphone Share Slips as Chinese Rivals Surge

[MacRumors]

Apple's global smartphone market share declined to 18% in 2024, down from 19% the previous year, while Chinese manufacturers expanded their presence in the global market, according to new data from Counterpoint Research.

The iPhone maker saw a 2% decline in year-over-year sales, despite the broader smartphone market seeing 4% growth, as Chinese brands like Xiaomi showed remarkable growth of 12% during the same period.

The absence of Apple Intelligence features, particularly in China, appears to have impacted iPhone 16 sales. "Apple's iPhone 16 series was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch," noted Counterpoint research director Tarun Pathak. Despite this setback, Apple maintained strong growth in emerging markets like Latin America.

While overall sales declined, Apple saw increased demand for its premium models. Counterpoint senior analyst Ivan Lam reported that consumers are increasingly choosing ultra-premium devices, with Pro and Pro Max models gaining significant traction in China. The share of these high-end models is expected to surpass 50% in the Chinese market for Q4 2024.

Samsung maintained its lead in the global smartphone market, buoyed by strong demand for its AI-equipped S24 series and A-series devices. Meanwhile, Chinese manufacturers Huawei, Honor, and Motorola emerged as the fastest-growing brands among the top 10 smartphone makers.

Apple has been rolling out Apple Intelligence features since October via software updates, but there are indications that this is not pushing people to upgrade their devices. A report just last week from Apple analyst Ming-Chi Kuo suggested Apple Intelligence "appeal has significantly declined" compared to cloud-based services like ChatGPT.

Meanwhile, a December survey suggested that many iPhone users feel Apple Intelligence has added little or no value to their iPhone experience, but that could always change as Apple Intelligence matures. There are still Apple Intelligence features that have not been implemented, including major changes to Siri that are rumored to be coming in April.

Article Link: Apple's Global Smartphone Share Slips as Chinese Rivals Surge

 

[Zest28]

Look at what a monopoly Apple has. They have no competition at all. We need more regulations against Apple.

 

[UliBaer]

Interesting, but expected - at least by me.

 

[WarmWinterHat]

Look at what a monopoly Apple has. They have no competition at all. We need more regulations against Apple.

Monopolies are based on the country in which the laws are executed, not worldwide. No government gives a crap about global market share, not should they.

 

[BladeRunner95]

And how are Apple responding? They’re ramping up planned obsolescence techniques like never before to ‘force’ users to ungrade.

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness - it’s clearly limited to 1 charge cycle per day. Going over that and it simply won’t charge, and if you keep using it the battery level declines whilst charging. Just search and see how many people are encountering this. Once you get into the next days ‘allowance’, it charges fully.

 

[d5aqoëp]

Things missing on Apple side which Androids do well

1. Missing access to file system. It's incredibly hard to move a file to/from an iOS device to a PC. Apple makes you jump through hoops for this simple thing
2. Still not allowing sideloading ipa files except EU. Let user take full responsibility for it but have some safeguards in place like Android.
3. No foldable phones
4. Better screens comparable to top Androids like S24 Ultra
5. Still stuck on 60hz refresh rate on basic iPhones.
6. No HD-Audio/ATMOS support in iOS/TVOS yet. No passthrough
7. Still limiting USB-C speed and power on iPhones so majority of external SSDs are incompatible.
8. Poor Cellular and Wifi performance compared to top Androids.
9. Stale 5 yr old designs for most of their devices compared to Chinese Androids.

 

[Toutou]

They’re ramping up planned obsolescence techniques like never before

Source?

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness

Genuinely sorry to hear that, but if that's intentional, why haven't they hit my 13 Mini yet?

Just search and see how many people are encountering this.

I wasn't able to find anything like what you're saying.

 

[kiranmk2]

And how are Apple responding? They’re ramping up planned obsolescence techniques like never before to ‘force’ users to ungrade.

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness - it’s clearly limited to 1 charge cycle per day. Going over that and it simply won’t charge, and if you keep using it the battery level declines whilst charging. Just search and see how many people are encountering this. Once you get into the next days ‘allowance’, it charges fully.

I don't think Apple's China problem is the Chinese hanging on to their devices too long, it's that they are increasingly buying Chinese-brand phones. From what I can see, the Chinese brands have more features and integrations into China-specific applications/technologies than Apple can muster (no Apple Intelligence in China for example). 10 years ago, an iPhone was a status symbol as well as being the better phone in China. These days, I suspect the non-pro models have lost a lot of their appeal against local brands that are pushing the envelope in terms of specs and features, with only the top end models still acting as a sign of wealth.

It would not surprise me at all if Tim Cook decides to retire in the 1-2 years, so he can cement his legacy before the Apple revenues start to decline after increasing ASPs can no longer compensate for falling sales numbers.

 

[seek3r]

And how are Apple responding? They’re ramping up planned obsolescence techniques like never before to ‘force’ users to ungrade.

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness - it’s clearly limited to 1 charge cycle per day. Going over that and it simply won’t charge, and if you keep using it the battery level declines whilst charging. Just search and see how many people are encountering this. Once you get into the next days ‘allowance’, it charges fully.

This isnt a thing, this sounds like (assuming you’re not trolling) you have a defective phone, bring it in for service

 

[Fll01]

Yeah, that is was you get for resting too long. If competitors are 2 years ahead, you will not catch up in 2 years. That is not how it works

 

[BladeRunner95]

Source?


Genuinely sorry to hear that, but if that's intentional, why haven't they hit my 13 Mini yet?


I wasn't able to find anything like what you're saying.

Try searching Google for “iPhone won’t charge past %” or “iPhone battery declines whilst charging”. You’ll see the ‘issue’ isn’t limited.

I use my phone a lot for streaming music though, so users who don’t use the phone much may never encounter the charge cycle limit.

There’s so many other techniques too - battery health declines rapidly on newer phones now to prompt users to upgrade. Other things like the software introduced screen flicker as the phone comes on, etc etc. it’s disappointing from a brand that charges a premium price.

I’m a huge Apple fan, and have items from almost all their product lines, but I’m done with the brand now sadly.

Apple are pushing hard with these tricks to make up for the sales decline in China basically.

 

[hans1972]

And how are Apple responding? They’re ramping up planned obsolescence techniques like never before to ‘force’ users to ungrade.

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness - it’s clearly limited to 1 charge cycle per day. Going over that and it simply won’t charge, and if you keep using it the battery level declines whilst charging. Just search and see how many people are encountering this. Once you get into the next days ‘allowance’, it charges fully.

You have never posted a positive comment about Apple here.

Why did you even buy an iPhone 14 Pro when you're were this dissatisfied? When was the last time you were happy with Apple? iPhone 6?

 

[SanderEvers]

Monopolies are based on the country in which the laws are executed, not worldwide. No government gives a crap about global market share, not should they.

Apple doesn't have a monopoly in any country.

And all this "anti trust" against Apple / Google only has one real effect: it gives Chinese companies more room to grow and take over the market. Yeah, we're constantly shooting ourselfs in our own feet here in the west.

 

[hans1972]

Things missing on Apple side which Androids do well

1. Missing access to file system. It's incredibly hard to move a file to/from an iOS device to a PC. Apple makes you jump through hoops for this simple thing
2. Still not allowing sideloading ipa files except EU. Let user take full responsibility for it but have some safeguards in place like Android.
3. No foldable phones
4. Better screens comparable to top Androids like S24 Ultra
5. Still stuck on 60hz refresh rate on basic iPhones.
6. No HD-Audio/ATMOS support in iOS/TVOS yet. No passthrough
7. Still limiting USB-C speed and power on iPhones so majority of external SSDs are incompatible.
8. Poor Cellular and Wifi performance compared to top Androids.
9. Stale 5 yr old designs for most of their devices compared to Chinese Androids.

You should explain why Samsung lost market share and together with Apple was largely flat from 2023.

 

[UliBaer]

You should explain why Samsung lost market share and together with Apple was largely flat from 2023.

Obviously because Xiaomi, Oppo, Vivo, etc. are strong competitors for example?

 

[ApplesAreSweet&Sour]

And how are Apple responding? They’re ramping up planned obsolescence techniques like never before to ‘force’ users to ungrade.

My 2 year old phone isn’t just suffering from lag, stutter, unresponsiveness - it’s clearly limited to 1 charge cycle per day. Going over that and it simply won’t charge, and if you keep using it the battery level declines whilst charging. Just search and see how many people are encountering this. Once you get into the next days ‘allowance’, it charges fully.

I get the frustration over your iPhone's battery failing after your warranty is up.

But being that most of my relatives and friends are on iPhones XR/XS/11/11 Pro, and most of them haven't had to replace their batteries yet, I'd suggest that you were unlucky and got a "lemon", not that Apple has a practice of destroying your iPhone once its past a certain date.

Are their iPhones 11 as snappy as when they were new? No, not if they're running iOS 17 or 18. Their batteries are in the >80%-<87% range, and will probably go below 80% within 1 year or so.

But Apple definitely hasn't and doesn't have a mechanism that kills the batteries, or have lowered the quality to a point where it just happens to everyone.

 

[WarmWinterHat]

Apple doesn't have a monopoly in any country.

And all this "anti trust" against Apple / Google only has one real effect: it gives Chinese companies more room to grow and take over the market. Yeah, we're constantly shooting ourselfs in our own feet here in the west.

Apple has a 58%, and growing, market share in the US while their closest competitor, Samsung, has 23%.

Yes they do have a monopoly.

 

[McWetty]

iPhones are boring. It’s just a tool now. The smaller scrappier companies willing to take chances are going to garner more interest. It can’t always be about pleasing the stock holders.

 

[ApplesAreSweet&Sour]

Try searching Google for “iPhone won’t charge past %” or “iPhone battery declines whilst charging”. You’ll see the ‘issue’ isn’t limited.

I use my phone a lot for streaming music though, so users who don’t use the phone much may never encounter the charge cycle limit.

There’s so many other techniques too - battery health declines rapidly on newer phones now to prompt users to upgrade. Other things like the software introduced screen flicker as the phone comes on, etc etc. it’s disappointing from a brand that charges a premium price.

I’m a huge Apple fan, and have items from almost all their product lines, but I’m done with the brand now sadly.

Apple are pushing hard with these tricks to make up for the sales decline in China basically.

I can accept that there's a bug impacting many iPhone owners, one that hasn't been fixed despite many complaints.

There was a bug on SE 2020 where the speakers would do these loud "popping" feedback noises when charging. Apple never addressed it despite it affecting a couple thousand users at least(I think they eventually fixed it, I'm not sure).

I witnessed this bug IRL on several SE 2020s. And it was particularly frustrating because the owners couldn't get their iPhones replaced or fixed as none of the repair shops or official service partners test for that kind of bug (or the tests don't trigger the bug).

But the idea that Apple is leveraging these kinds of bugs to make up for declining sales is not warranted. That's speculation.

 

[WarmWinterHat]

iPhones are boring. It’s just a tool now. The smaller scrappier companies willing to take chances are going to garner more interest. It can’t always be about pleasing the stock holders.

Smartphones are boring, across the board; it's not limited to Apple.

It's mature tech and a saturated market. Buying a new phone today, from any company, is about as exciting as buying new tires. You're happy to have it, but don't care enough to talk about it or think about it after fact.

 

[I7guy]

How is the revenue.? Global market share is some estimate. The revenue at months end will tell the story.

 

[I7guy]

Smartphones are boring, across the board; it's not limited to Apple.

It's mature tech and a saturated market. Buying a new phone today, from any company, is about as exciting as buying new tires. You're happy to have it, but don't care enough to talk about it or think about it after fact.

I don’t view all tech as boring. I’m excited to get new tech, whether it’s computing device, workout device. Buying a refrigerator is boring, even those with high tech.

 

[MAlbi]

They are not stupid at Apple, perhaps even now they are considering how to make iPhone more chinese.
I can imagine something like poduced and developed by Apple China.
They will solve the AI problem in China once it turns out to be that much impacting sales.
EDIT: spelling

 

[WarmWinterHat]

I don’t view tech as boring. I’m excited to get new tech, whether it’s computing device, kitchen device. Buying a refrigerator is boring, even those with high tech.

I understand you and several people here to do, but that's not the case with the general market. I work in a non-techie but high-paying field and no ones talks about cellphone tech or brands, and no one cares what anyone is carrying or using.

 

[BladeRunner95]

But the idea that Apple is leveraging these kinds of bugs to make up for declining sales is not warranted. That's speculation.

I’m glad there are still suckers out there being fooled by this stuff, and not seeing the blatant planned obsolescence techniques being used, as I’ve got old Apple stuff to eBay!