In a year marked by global recovery In the smartphone market, Apple has not taken off with the iPhone. According to recent data from IDC, while global phone shipments increased by 6.2% in 2024, reaching 1.24 billion units, iPhone shipments grew just a modest 0.4%.
This stagnation highlights Apple’s challenges against its competitors, especially in key markets like China. We tell you why this is and if Apple is on the way to finding the solution.
Apple suffers in the Chinese market and Android emerges
One of the biggest obstacles to the iPhone’s growth is in China, a market that has historically been crucial for the company. The local manufacturerslike Huawei and Xiaomi, are gaining ground thanks to aggressive pricing strategies and a strong commitment to technological innovation.
Huawei, for example, recently launched the Mate 70, which incorporates in-house designed processors, demonstrating significant progress on the path to technological independencesomething that Apple is also trying, which it has already achieved with the M series chips or its own future 5G chip. On the other hand, Xiaomi continues to stand out with competitive devices that combine high performance and reasonable prices, reaching a type of audience that Apple has not yet managed to conquer.
While Apple struggles to maintain its position, Android device manufacturers have been largely responsible for the market recovery. With a growth of 7.6%, they have managed to capitalize on the rise of emerging markets in regions such as Asia-Pacific, Latin America, the Middle East and Africa.
The success of Android lies in offering more affordable devices. According to IDC, the average selling price of an Android device is $295, well below the $1,000 or more that an iPhone costs. This strategy has allowed manufacturers to reach a broader consumer base, while Apple continues to focus on a premium segment that appears to be saturated.
Apple takes risks and AI does not convince
Despite the modest growth in sales, Apple remains the undisputed leader in terms of profits thanks to its premium pricing strategy. However, this position may not be sustainable if it fails to adapt to market dynamics.
According to IDC forecasts, Apple could experience a improvement in 2025with a projected growth of 3.1% in shipments of iOS devices, compared to the 1.7% expected for Android smartphones.
The report also highlights that even advanced features, such as functions powered by generative artificial intelligence, have failed to motivate consumers to upgrade their devices. This data greatly worries the Californian company, which sees that even with Apple Intelligence they do not hit the table, although it will also have to do with the fact that they are not complying with the functionalities they announced, suffering delays and great limitations.
Although Apple remains a benchmark in innovation and quality, market dynamics are changing rapidly, and the company will have to rethink its strategy if it wants to continue leading in the next decade. Will 2025 be the year the iPhone regains its strength? Everything will depend on how Apple addresses the challenges ahead.
