The iPhone remains an undisputed star in the smartphone market, as new sales figures show. Despite a difficult global market situation, Apple achieved impressive success in the third quarter of 2024. But what is behind this success?
The Canalys report shows that Apple set a sales record for its iPhone in the third quarter of 2024, as the global smartphone market continues to recover. Canalys is a leading market analytics firm with detailed insights into smartphone sales worldwide. Their data helps us better understand the dynamics between major manufacturers like Apple and Samsung.
Apple increases iPhone sales
In the third quarter of 2024, Apple achieved its highest ever sales volume for the period with its iPhone. Although Samsung remains the leader, both companies achieved a market share of 18%. While Apple increased its market share by 1% year-on-year, Samsung suffered a decline of 3%. This brings Apple closer than ever to global market leadership in the third quarter.
Impact of the iPhone 16 Release
An interesting development this quarter was the late launch of the new iPhone 16 series, which only hit the market on September 13, 2024, in the middle of the last month of the quarter. Traditionally, new iPhone models boost sales massively, but this time it seems to have been different. Sales of the iPhone 16 series remained moderate, so Apple probably benefited from the short availability in the third quarter. However, analysts at Canalys expect the iPhone 16 to continue to generate strong sales in the fourth quarter of 2024 and the first half of 2025.
success of older iPhone models
What is particularly interesting is that Apple's success in the third quarter of 2024 is mainly based on strong demand for the iPhone 15 series and older models. The continued high demand for these devices shows that Apple's premium strategy is working and consumers are still willing to pay for proven models.
Market development and competition with Samsung
While Apple was able to increase its sales, Samsung was only just able to maintain its market lead. The company launched its new smartphones in July 2024, at the beginning of the quarter, which had an impact on sales. Despite the equal market shares, we see a shift towards Apple as Samsung struggled with a 3% decline.
Premium market plays into Apple's hands
Another key factor in Apple's success is the general trend towards premium devices. More and more consumers are opting for high-priced smartphones, especially in the important markets of North America and Europe, where Apple has traditionally had a strong presence. Here, the company was able to benefit from a cycle in which many devices purchased during the pandemic are now being replaced.
overall growth of the smartphone market
Interestingly, the smartphone market as a whole is recovering. Canalys reports that the global market grew by 5% in the third quarter of 2024, making it the fourth consecutive quarter of growth. One possible explanation for the moderate increase is that many buyers are postponing their upgrades until the Black Friday or Chinese 11.11 Day sales. These events are expected to further fuel market growth in the fourth quarter.
Strong sales and growing market position: Apple dominates the premium segment
In summary, Apple has had a great success in Q3 2024, moving closer to market leadership than ever before. The late launch of the iPhone 16 series has not hurt the company, as strong demand for older models played a large part in the record sales volume. With a continued growth trend in the global smartphone market and a shift towards premium devices, Apple is well positioned to continue to deliver strong results in the coming quarters. Canalys' report clearly shows that Apple has been able to further expand its market position - and this in an environment characterized by changing consumer habits and strong competition. (Photo by Unsplash / Jaime Marrero)
