Apple closed 2024 as the top brand in smartphone shipments, but it wasn't all good news, as it faces serious problems in another key market.
New research into smartphone shipments shows Apple remains the top brand for market share worldwide, but it has slipped in China , a crucial market, and the blame likely lies in its inability to launch Apple Intelligence there.
Recommended Videos It’s a different story in China though. At the end of 2023 Apple had 19% market share of mobile shipments and topped its rivals according to research from Canalys, but at the end of 2024 Apple had fallen to third position with 15% market share. It has been overtaken by Huawei with 16% market share, and leaders Vivo with 17% market share.
A likely course of action for Apple to solve its problem is to forge local partnerships with AI companies, which will help it replace ChatGPT — which is part of Apple Intelligence and not available in China — and enable AI features in China. A report has linked Apple with Tencent, developer of the ubiquitous WeChat app, and ByteDance, the developer behind TikTok. Both have invested heavily in AI.
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