Global phone makers’ market share Q2, 2024. | Image credit – Counterpoint
According to Techinsights global smartphone shipments forecast for 2025, however, Apple may keep its momentum in the traditionally strong first two quarters of the year, too. This will essentially make it the world’s largest phone maker for the first time in 2025, knocking Samsung off the perch it has been on for a good while.
One of the key factors in Apple’s projected success is its aggressive price discounts, particularly in China, one of the most critical markets for smartphone manufacturers. Apple has successfully stabilized its performance in the region, thanks to offering older iPhone models at more competitive prices and meeting the growing demand for affordable premium devices.
As Apple continues to balance the launch of new flagship models with the sale of older, discounted versions, it has been able to retain and expand its user base. This strategy not only boosts unit sales but also strengthens the brand’s foothold in emerging markets, where price sensitivity is a key driver of consumer choice.
Techinsights, October ’24
While the iPhone SE 4 and older models have the obvious advantage of price, Apple has also been moving way more of its Pro line of iPhones than the regular models.