SEOUL, January 15 (AJP) - For the first time since 2016, both Samsung Electronics and Apple saw their global smartphone market shares decline last year, according to research firm IDC data. Apple held 18.7 percent of the market in 2024, while Samsung held 18.0 percent.
Samsung's smartphone shipments dipped 1.4 percent to 223.4 million units, despite strong initial sales of its AI-powered Galaxy S24. The company faced challenges with underwhelming sales of its foldable Z series and increased competition in the mid-range market from rivals in India and Southeast Asia.
Apple's iPhone deliveries fell 0.9 percent to 232.1 million units, with the company particularly impacted by weak sales in China.
Chinese manufacturers like Xiaomi and Transsion have expanded their presence in key markets like Europe and Africa, challenging the traditional dominance of Samsung and Apple.
The last time both companies experienced declining market share was in 2016. They rebounded the following year with innovative designs – Samsung's Galaxy S8 removed the home button, and Apple's iPhone X introduced a new display format.
Industry experts believe success in 2025 will hinge on how consumers respond to new AI features in smartphones, as hardware innovation has slowed and the replacement cycle for devices has lengthened.
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