Apple appears to be lagging behind in the smartphone market, according to two new estimates from IDC and Counterpoint Research. However, this trend may increase in the coming quarter, according to Apple Intelligence. While the global smartphone market grew by 6 percent in the second quarter, Apple maintained the same performance compared to last year.
Can Apple Intelligence change the situation?
According to research by IDC, global smartphone sales increased by 6.5 percent and exceeded 285.4 million sales. However, Apple’s iPhone shipments grew by 1.5 percent in the same period. The lack of design variations and new features may be why sales have remained flat.
The report stated: “According to preliminary results, Samsung’s flagships led in the second quarter with an 18.9 percent shipment share, thanks to a strong AI strategy. Apple ranked second with a 15.8 percent share, thanks to its improved performance in China and other key regions.” “Both companies recorded modest growth compared to last year.”
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Counterpoint Research’s estimates are also close to IDC, showing annual market growth of 6 percent, while stating that iPhone shipments fell 1 percent in the same period. Although the difference in results is marginal, considering that Apple sells a lot of iPhones, even a 1 percent decrease means millions of devices.
Although Apple’s global sales remained flat, it saw strong year-on-year growth in Europe and Latin America, offsetting the loss of market share in China. According to the results, it seems that Apple is having difficulty competing in the market. However, the company is expected to show promising results in the next quarter, thanks to the new generation iPhone models and newly announced AI features.
Research firms think Apple Intelligence and other AI features will help iPhones perform better in the third quarter of this year. We should not forget that Apple Intelligence is only available on the iPhone 15 Pro and iPhone 15 Pro Max models, and therefore only a limited number of users from the total device pool will be able to benefit from the new features
Apple will launch the iPhone 16 series in the coming months and will also offer special AI features in this series. While numbers have been low for Apple so far, the next quarter could be quite different. So, what do you think about this? Can Apple change the situation? You can express your thoughts in the comments.
