The last quarter saw a 10% decline in Apple’s smartphone sales, as reported by IDC, primarily due to a sharp drop in sales in China.

Apple faced challenges in China due to issues like nationalism, economic difficulties, and increased competition, resulting in a loss of market presence over the past few months.

Nabila Popal, IDC’s research director, noted that while this is a significant drop for Apple, the company has demonstrated resilience over the years, navigating supply chain issues and macroeconomic challenges better than other brands.

After 12 years as the leading smartphone manufacturer, Samsung has reclaimed the top spot in the market, leaving Apple behind. Popal emphasized the importance of this return for Samsung’s leadership.

Additionally, Popal mentioned that Android is expected to grow relative to iOS this year, with the Android operating system driving Samsung devices, while iPhones continue to run on iOS.

The anticipated growth of Android relative to iOS can be attributed to the decline Android faced in recent years, creating more room for expansion. Both Apple and Samsung declined to comment on the matter.

IDC reported a 7.8% increase in global smartphone shipments compared to the previous year, totaling approximately 289 million devices in the first quarter of 2024. This suggests a resurgence in the smartphone market after two years of macroeconomic challenges.

During the quarter, Samsung captured approximately 20.8% of the market share, representing 60.1 million shipments, while Apple achieved a 17.3% market share, with 50.1 million shipments. Chinese manufacturer Xiaomi ranked third, with 14.1% of the market share, equating to 40.8 million shipments.

In December, Apple had surpassed Samsung as the leading performer in the smartphone market, ending Samsung’s 12-year streak at the top, with a 20% market share (compared to Samsung’s 19.4%).

While IDC predicts that both Apple and Samsung will maintain their dominant positions in the market, the resurgence of Huawei and other companies in China, including Xiaomi and OPPO/OnePlus, is expected to remain a significant factor.

Chinese consumers, who previously considered Apple, are now favoring domestic brands. Despite this, China remains a crucial market for Apple, being the largest after the United States. To boost sales, the company continues to offer discounts in China.

Last year, the launch of Huawei’s popular Mate 60 smartphone made headlines when the U.S. government requested more information about the Pro model, which featured an advanced processor. This event surprised industry experts, who questioned how the company could produce such a chip after U.S. efforts to restrict China’s access to foreign chip technology due to national security concerns.

Popal also observed that Apple has not conveyed a strong message about artificial intelligence (AI) at a time when many tech companies are intensifying their strategies and resources in this area.

“We expect to hear some messaging about this at the developers’ conference in June. If they provide something for consumers (…), they might spark more interest than the challenges they have faced,” she commented.

Meanwhile, Samsung is already heavily investing in artificial intelligence. In its latest flagship, the Galaxy S24 series, announced in January, the company highlighted AI advancements in messaging, photography, and gaming.

“With the overall smartphone market recovering this year and a strong focus on AI, Samsung is well-positioned for further growth,” Popal added.

The rivalry between Apple and Samsung in the smartphone market remains one of the fiercest and most enduring in the tech industry. Both companies compete for the title of market leader and the preference of consumers worldwide.

This competition is fueled by different approaches and philosophies in design, features, and ecosystems. Apple is known for its vertical integration, controlling both the hardware and software of its devices to provide a consistent and highly optimized experience for iPhone users. Additionally, the Apple brand is associated with status and exclusivity, attracting a loyal fan base.

In contrast, Samsung adopts a more diversified approach, offering a wide range of Android devices with varying price points and features to cater to different market segments. The Korean company also heavily invests in hardware innovation, such as foldable displays and advanced cameras, while promoting its Galaxy product line extensively.

The competition between Apple and Samsung extends beyond the smartphone market to other products like tablets, smartwatches, and laptops. Both companies regularly release new products and updates to remain relevant and attract consumers.

Legal battles have also played a significant role in this rivalry, with lawsuits in various jurisdictions worldwide over patents and intellectual property.

Apple and Samsung are two of the world’s leading tech companies, each with its unique approach to manufacturing electronic devices and serving consumers. Here are some key differences between them:

Product Ecosystem:

• Apple is known for its integrated ecosystem of hardware, software, and services. This includes devices like iPhones, iPads, Macs, Apple Watch, and Apple TV, all interconnected via iCloud and the App Store.
• Samsung offers a broader range of electronic devices, including smartphones, tablets, smartwatches, TVs, and home appliances. While not as integrated as Apple, Samsung provides a wide variety of products to meet diverse consumer needs.

Operating Systems:

• Apple exclusively develops and uses iOS and macOS on its devices, ensuring a consistent and unified experience for its product users.
• Samsung primarily produces devices running the Android operating system, developed by Google. However, Samsung also has its customized interface called One UI, which runs on top of Android, offering unique features for Samsung devices.

Design and Materials:

• Apple is renowned for its minimalist and elegant design, utilizing premium materials like aluminum and glass in its devices. The company prioritizes aesthetics and a premium feel in its products.
• Samsung offers a variety of designs in its devices, ranging from plastic models to premium devices with metal and glass finishes. The company provides a wide range of design options to cater to different preferences and price points.

Software Philosophy:

• Apple takes a more controlled approach to its software, ensuring a consistent and optimized user experience. The company is also known for prioritizing user data privacy and security.
• Samsung, on the other hand, offers a more open and customizable software approach. Its One UI interface provides additional features and customization options for users.

Marketing and Brand Positioning:

• Apple is often associated with a premium brand image, focusing on innovation, sleek design, and user experience. The company frequently employs emotional marketing strategies that highlight the values and aspirations of its customers.
• Samsung employs a broader marketing approach, targeting different market segments and emphasizing a variety of features and technical specifications in its devices. The company is also known for aggressive advertising campaigns and event sponsorships.