2024 marked a significant recovery for the global smartphone market, with shipments increasing by 6,2% and a total of 1.24 billion units. However, for Apple the picture is less exciting: iPhone sales have registered a modest increase in 0,4%signaling growing difficulties in an increasingly competitive sector.
A determining factor for Apple’s performance was the increasing pressure from Chinese manufacturers such as Xiaomi e Huawei. These brands are consolidating their dominance through aggressive pricing and technological innovation, with investments in proprietary chips and advanced features.
An emblematic example is the new one Huawei Mate 70equipped with internally developed processors, which represents a direct challenge for Apple in the Chinese market, a strategic area for the Cupertino company.
While Android manufacturers benefited from strong growth (7.6%) especially in emerging markets such as Asia-Pacific, Africa, and Latin America, Apple maintained its premium positioning. With an average price higher than $1.000iPhones go up against Android devices that, on average, cost $295a much more accessible choice for most consumers.
Despite stagnant sales, Apple remains the undisputed leader in terms of profits thanks to its high perceived value strategy. But the numbers highlight a clear challenge: the high price could limit expansion into emerging marketswhere demand is driven by affordable devices.
According to estimates by IDCApple could see growth of 3,1% in 2025, exceeding expected 1,7% of Android. However, the outlook is not all rosy. The new features based on generative artificial intelligencelike those of Apple Intelligencehave not yet had a significant impact on consumer demand.
This data offers important insights into understanding Apple’s future challenges. There strategia premium It is undoubtedly the company’s strong point, but in increasingly price-sensitive markets such as China and emerging Asia, greater flexibility is needed.
Apple could benefit from the introduction of mid-range models to counter Chinese competitors and diversify its offering. Furthermore, it would be interesting to see a more targeted use of artificial intelligence not only to improve the product, but also to justify the premium price in the eyes of an increasingly demanding audience.
Sales data
Source: www.iphoneitalia.com
