Both IDC and Counterpoint predict growth for the smartphone market in 2025, but IDC cautions that this may be limited due to anticipated tariffs.

Apple's global smartphone market share fell to 18% in the fourth quarter of 2024, marking a 2% annual decline in sales, as reported by Counterpoint Research.

Despite lower overall sales in China, Apple saw increased demand for its premium Pro and Pro Max models, which made up over half of its sales in the region.

Apple plans to enhance its AI features to support various non-English languages with a software update in April 2025, aiming to improve its competitiveness in markets like China.

While Apple and Samsung both experienced a loss in market share, Chinese brands like Xiaomi and Vivo thrived, contributing to a 4% growth in the global smartphone market.

In 2024, Apple's iPhones struggled to gain traction in China, leading to intensified competition from domestic brands.

Despite a challenging landscape, IDC's Nabila Popal expressed optimism for growth in 2025, although potential new tariffs from the U.S. administration could create uncertainty.

Although Apple faced declines in major markets, it experienced growth in non-core regions such as Latin America, Africa, and Asia-Pacific.

Analysts have warned that investor expectations regarding Apple's AI capabilities may be overly optimistic, especially as the company works to integrate these features.

Apple is expected to capture over 50% of the ultra-high-end smartphone market, which includes devices priced above $1,000, following the release of the iPhone 16.

China is expanding subsidies to boost consumption in electronics, which may benefit local brands like Huawei and Xiaomi.

Chinese smartphone manufacturers accounted for a record 56% of global shipments in the fourth quarter of 2024, aided by their expansion in Europe and Africa.