Slowdown on iPhone sales in China. Counterpoint and Canalys predict Apple will decline in 2024 in the world's largest smartphone market. The American manufacturer has a market share of 15.5% at Counterpoint (-12.6%), and 15% at Canalys (-17%). Apple falls from its pedestal: while the brand ranked first in 2023, it must now settle for 4th position in 2024 at Counterpoint, and third at Canalys (tied with Oppo and Honor).
Chinese manufacturers in pole position
Apple can, however, take comfort in looking at the figures for the fourth quarter: the manufacturer was on the first step of the podium thanks to the launch of the iPhone 16. Nevertheless, this is not enough to maintain its lead for the rest of the year.
Apple is facing very strong competition from local manufacturers, particularly in the high-end segment where they have a head start in generative AI — the Californian group is still looking for partners to provide it with AI models validated by local authorities.
Chinese manufacturers are also much more active on the format front. Folding phones are part of their catalogs, while Apple still seems to be wondering about the merits of this product category. Over the year as a whole, Vivo is the big winner with a market share of around 17%, followed by Huawei, which is about to succeed in its bet on an independent operating system with HarmonyOS Next.
For Apple, the future in China is shrouded in fog: Donald Trump, back in the White House, is planning to relaunch the trade war, with the implementation of customs duties that could strongly affect the manufacturer's activity. In return, Beijing could orchestrate its own retaliatory measures. A delicate balancing act in preparation for Apple.
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