Apple claimed the top spot in global smartphone sales for the first quarter of 2024, fueled by robust demand for its iPhone 16 and surging sales in markets like Japan and India, according to data from Counterpoint Research released Monday.
The tech giant captured 19% of the market, edging out rival Samsung, which held 18%, despite stagnant or declining iPhone sales in the U.S., Europe, and China.
The milestone underscores Apple’s resilience in emerging markets even as it faces headwinds in China, where local competitor Huawei and the absence of AI features in its devices have dented demand.
Meanwhile, International Data Corporation reported a modest 1.5% rise in global smartphone shipments, attributing part of Apple’s performance to stockpiling efforts to avoid potential tariffs under former U.S. President Donald Trump’s trade policies.
Apple’s shares climbed 3.5% following the reports, reflecting investor optimism despite ongoing trade volatility. Trump’s recent exclusion of smartphones from reciprocal tariffs on Chinese goods provided temporary relief, sparking a rally in tech stocks. However, analysts warn that reliance on Chinese manufacturing remains a risk.
“The tariff exemption offers a narrow window for U.S. companies to mitigate disruptions,” said Ryan Reith, IDC’s vice president of device tracking. “Brands must prioritize maximizing production and shipments while the pause lasts.”
Earlier this year, Apple chartered cargo flights to airlift 600 tons of iPhones—up to 1.5 million units—from India to the U.S., a strategic move to circumvent anticipated duties. The maneuver highlights Apple’s efforts to diversify its supply chain amid escalating U.S.-China trade tensions, which have roiled global markets and raised inflation concerns.
Counterpoint noted that Xiaomi retained third place globally, followed by Vivo and OPPO. The research firm warned of a potential market decline in 2024 due to tariff uncertainty, though Apple’s agile logistics and emerging-market gains have so far offset challenges.
The iPhone maker’s success contrasts with struggles in China, where Huawei’s resurgence and consumer appetite for AI-enabled devices have eroded its dominance. Apple’s focus on India—now its third-largest market—has proven critical, with local production and aggressive marketing driving record sales.
