Highlights

• Apple captures over 50% market share in Japan’s smartphone sector.
• iPhone sales experience a 24% drop in China early 2024.
• Huawei and Honor report positive growth amidst overall market slump in China.
• IDC and Counterpoint Research provide contrasting insights on Apple’s performance.

Apple’s journey in the smartphone market presents a tale of contrasting fortunes according to the latest reports from IDC and Counterpoint Research.

While the tech giant has solidified its dominance in Japan, reaching over half of the smartphone market share, it faces a challenging decline in China amid stiff competition and changing consumer behaviors.

Apple’s Stronghold in Japan

According to a recent IDC report, Apple has not only maintained but also expanded its market share in Japan.

In the final quarter of the last year, Apple’s market share surged to 51.9%, marking a significant lead over its nearest competitor, Sharp, which held a mere 10.9% share.

This growth signifies Apple’s continuing dominance in the Japanese smartphone market, capturing more than half of all smartphone sales within the country.

The strength of Apple’s brand and product lineup has evidently resonated well with Japanese consumers, allowing it to maintain a commanding lead.

Facing Headwinds in China

Contrastingly, the situation in China presents a starkly different scenario.

The beginning of 2024 has been particularly challenging for smartphone brands, with the market experiencing a 7% drop in the first six weeks, as noted by Counterpoint Research.

This period, spanning from January 1 to February 11, witnessed double-digit declines in shipments for several brands, including Apple, which saw a 24% decrease compared to the previous year.

Factors such as low consumer confidence and a paucity of high-profile launches have been identified as key contributors to the sluggish start.

Additionally, Apple’s struggle in the higher-end market segment, coupled with a tendency among its consumers to hold onto their devices longer, has exacerbated the situation.

Despite the overall downturn, Huawei and Honor emerged as outliers, registering positive shipment growths of 64% and 2%, respectively.

Fueled by the demand for its Mate 60 series.

Huawei secured the second position in shipments during the initial weeks of 2024, followed by Honor.

Vivo and Xiaomi complete the top 5 smartphone brands by shipments, with Counterpoint analysts projecting this negative trend to persist throughout the first quarter.

FAQs

How has Apple’s market share performed in Japan recently?

According to an IDC report, Apple’s market share in Japan grew significantly, with the tech giant accounting for more than half of all smartphone sales in the country.

What challenges is Apple facing in the Chinese smartphone market?

Counterpoint Research highlighted a notable decline in Apple’s shipments in China by 24%, attributing it to stiff competition and consumers holding onto their devices longer.

Which companies saw growth in smartphone shipments in China despite the overall decline?

Huawei and Honor were the exceptions in China’s declining smartphone market, with shipment growths of 64% and 2%, respectively, in the early part of 2024.

Are there any predicted trends for smartphone market growth in China?

Analysts from Counterpoint expect the negative growth trend in China’s smartphone market to continue throughout the first quarter of 2024.

What led to the slump in smartphone shipments in China?

The slump was attributed to low consumer confidence and a lack of significant new device launches in the early weeks of 2024.

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