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Apple lags behind global smartphone market, but AI expected to drive Q3 demand

Both Counterpoint Research and IDC have published their latest estimates of the global smartphone market, each showing that Apple is...

IDC reports that global smartphone shipments increased 6.5% year-on-year to 285.4 million units, and that iPhone growth was much smaller at 1.5% during the same period. The preliminary market results show that Samsung captured the top position in 2Q24 with 18.9% share of shipments, thanks to a strategic focus on its flagships and a strong AI strategy. Apple’s global sales remained flat but recorded strong YoY growth in Europe and Latin America, which compensated the low upgrade rates in the US and share loss in China following Huawei’s rise.

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