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Apple iPhone Sales Fall 5% in Q4 as Global Market Share Slips
January 16, 2025
KEY TAKEAWAYS
Apple’s global smartphone market share slipped one percentage point to 18% last year, according to Counterpoint Research.
A spokesperson at the research firm confirmed that iPhone fourth-quarter sales globally fell 5% year-over-year.
Apple sold 2% fewer smartphones globally in 2024 than the prior year as the iPhone 16 series “was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch,” Counterpoint said.
Apple’s (AAPL) global smartphone market share slipped one percentage point to 18% last year as fourth-quarter iPhone sales dropped 5%, according to Counterpoint Research.
Bloomberg earlier had reported the fourth-quarter slump, reflecting the U.S. firm’s lack of artificial intelligence (AI) features in its phones in China, and a spokesperson at the research firm confirmed the figure.
Apple’s global smartphone sales dropped 2% year-over-year at a time when the overall market grew 4%, as the iPhone 16 series “was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch,” Counterpoint said.
Still, Counterpoint analyst Ivan Lam said that Apple’s premium products are winning fans.
“iPhone sell-through was down, but consumers are pivoting to Apple’s ultra-high end, helping to offset some of the declines,” Lam said. “In markets like China, we’re seeing sell-through share of Pro series devices ballooning.”
Samsung Market Share Also Slips; Xiaomi Gains
Samsung’s global market share also slipped, to 19% from 20%, although Counterpoint noted strong demand for its S24 series, “the first phone positioned as an AI device.” Chinese firm Xiaomi saw its market share rise to 14% from 13%.
Apple shares are falling 1% in premarket trading but are up more than 25% over the past year.
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