Apple's Global Market Share Declines as iPhone Sales Fall in 2024

Despite leading Q4 smartphone shipments, Apple faced challenges from Chinese competitors and limited AI rollout.

Apple's global smartphone market share dropped to 18% in 2024, down from 19% in 2023, as iPhone sales declined by 2% year-over-year.
The iPhone 16 series, launched in September, faced mixed reception due to delayed availability of Apple Intelligence features, particularly in China.
Apple led global smartphone shipments in Q4 2024 with 23% market share, driven by strong sales in India and Southeast Asia during the holiday season.
Chinese competitors, including Xiaomi and Vivo, gained market share with aggressive growth strategies and AI integration, while Samsung retained the top spot for the year with 19% market share.
Apple saw growth in non-core markets like Latin America and strong demand for its premium Pro and Pro Max models, which accounted for over half of its sales in China.