(Bloomberg) — Apple Inc.’s iPhone shipments fell nearly 10% in the first quarter of the year, losing ground as the smartphone industry as a whole rebounded, according to the market monitoring organization IDC.
The global mobile phone market totaled 289.4 million handsets shipped, up 7.8% from last year. Samsung Electronics Co. regained the top spot. Budget-focused brand Transsion jumped 85% in shipments, while Xiaomi Corp. rebounded to close the gap with second-place Apple.
The Cupertino, California-based company has struggled to maintain sales in China, the world’s largest smartphone market, since launching its latest generation of iPhones in September. These issues weigh on its overall results. The company shipped 5 million fewer iPhones than a year earlier, according to preliminary figures from IDC.
“The smartphone market is emerging from the turbulence of the last two years both stronger and changed,” said Nabila Popal, research director at IDC. “While the two major players both experienced negative growth in the first quarter, it appears that Samsung is in an overall stronger position than it has been in recent quarters.
Average phone selling prices are rising as consumers increasingly opt for higher-end models that they intend to keep longer, IDC researchers found. Apple likely sold a higher proportion of its iPhone 15 Pro devices, leading to higher revenue per unit. However, the company has also had to resort to unusual discounts to boost sales, with some retail partners in China taking up to $180 off the regular price.
(Updates with comment from research director, details)
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