According to estimates by analysts at UBS, Apple's iPhone global sales in February amounted to 17.4 million units, a decrease of approximately 4% compared to the same period last year. This decline is mainly due to the global economic downturn leading to depressed consumer demand. Not every new phone release necessitates a purchase, and many people opt to continue using their old phones rather than impulsively buying new models during economic slumps.
Compared to the slight decline in the global market, Apple's significant downturn in the Chinese market can be described as astonishing. According to data provided by the China Academy of Information and Communications Technology, Apple's iPhone sales in China in February of this year were about 2.4 million units, with a steep decline of 33%. Although this rate is not the highest in recent times, with January experiencing a drop of 39%, the continuous decline further highlights Apple's shrinking presence in the domestic market.
The downturn of Apple in the Chinese market is a looming shadow over the company. Previously, Apple's CEO, Tim Cook, was forced to pay a hefty fine due to concealing the decline in the Chinese market. In late March, he even personally flew to China attempting to salvage the market.
In recent years, with the development of domestic smartphone brands, the market dynamics have shifted. No longer solely capturing the low-end market and leaving the high-end market to Apple and Samsung, domestic brands have also begun to enter the high-end smartphone market. Apple, facing competition from these domestic brands, seems to be at a loss, with its market share steadily decreasing.
According to statistics and estimates from relevant institutions, Apple's current market share in China is about 15%, a decline of 6.5% compared to the same period last year. This means that if Apple does not find a solution, it could be completely squeezed out of the Chinese market in three to five years.
It is noteworthy that Apple has not only faced competition and impact in the Chinese market but has also been challenged in its "home" market, the United States. Samsung's S24 series has been capturing Apple's market share in the US. According to statistics, iPhone sales in the US in February fell by 9%, with its market share being less than half, currently at 48%. The crisis is already apparent.
