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The global smartphone market is experiencing a rebound, with significant contributions from strategic pricing and technological advancements like AI and better cameras read more
 "Global smartphone market finally grows after years of slump, thanks to AI, massive discounts")
discounts and the promise of new AI features have helped stabilise sales for both Apple and market leader Samsung which is also promoting a new generation of phones with AI features. Image Credit: Reuters
Global smartphone shipments saw a notable increase of 6.5 per cent according to IDC, while sales to consumers rose by 6 per cent based on Counterpoint Research figures. This growth was significantly influenced by aggressive discounts during China’s 618 shopping festival, which attracted many consumers in the world’s largest mobile market.
This year, companies like Xiaomi Corp. and the resurgent Huawei Technologies Co. have made significant strides in this market. Additionally, data from Chinese authorities indicate that Apple’s iPhone has shown signs of recovery since March.
In the June quarter, Apple’s iPhone shipments stabilised amid the overall growth of the smartphone market, as reported by independent research. IDC reported that Apple shipped 45.2 million handsets during this period, marking a 1.5 per cent increase compared to the same period last year.
In contrast, Counterpoint’s figures, which focus on end-user sales, showed a 1 per cent decline, indicating a slight discrepancy in market performance assessments. Both research groups noted that the iPhone has been losing market share, with Xiaomi emerging as the biggest gainer, driven largely by its entry-level handsets and presence in emerging markets.
Apple has faced pressure in China not only from local competitors but also due to a government ban on foreign devices in state-run workplaces. However, discounts and the promise of new artificial intelligence (AI) enhancements have helped stabilize sales for both Apple and market leader Samsung Electronics Co., which is also promoting a new generation of phones with AI features.
Nabila Popal, IDC’s research director, noted that Apple’s momentum in the second quarter improved significantly compared to the negative growth seen in the first quarter. This recovery can be attributed to heavy discounts and promotions in various regions, as well as renewed customer confidence following Apple’s AI strategy announcement at the Worldwide Developers Conference (WWDC).
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English (US) ·