After two consecutive years of declines, global smartphone shipments will grow 5% year-over-year (YoY) in 2024 to reach 1.23 billion units, according to the latest forecast from Counterpoint’s Market Outlook Service.
And it’s good news for Apple. Counterpoint says Apple Intelligence with GenAI-capable iPhone launches is expected to extend the growth momentum through 2025, creating an opportunity to take Apple to the top in annual shipments.
“The share of GenAI-capable smartphones is expected to go from less than a fifth in 2024 to more than half in 2028,” says Counterpoint Senior Analyst Harmeet SinghWalia. “Apple’s AI (Apple Intelligence), available in its upcoming models, will boost GenAI devices in the whole smartphone market. It could create an opportunity for Apple to rise to the top in annual shipments as soon as in 2025.”
Meanwhile, Chinese manufacturers such as Huawei, HONOR and Motorola will drive growth in the foldable smartphone market. Apple’s entry into foldables, expected in 2027, will bring momentum to the new form factor, strengthening the ecosystem further, according to Counterpoint.
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