Smartphone market updates: Samsung stays level as Huawei hammers Apple

2024-04-23

It’s a changeable time in the smartphone industry. Late last year, Apple overtook Samsung as the world’s biggest smartphone supplier. But in the first quarter of this year, that was reversed, with Samsung back in the top spot. New launches from Huawei are having a big impact on the market, primarily taking Chinese custom away from Apple, which has seen huge sales falls so far this year. Meanwhile, Samsung just launched a new AI phone that is drawing lots of attention, while Apple’s latest model won’t be out until September.

With a 50 MP lens, this phone has very superior camera functions, and with a few clicks, you can delete passersby from the photo. Another brand has launched the first AI phone, offering real-time translation on phone calls, as well as summaries of articles. Many brands launched new flagship phones in the first quarter of 2024, with cutting-edge functions aimed at reinvigorating the flagging phone market.

Kao Hung-hsiang
IDC research manager
Shipment of AI phones could exceed AI PCs this year. Looking at the apps that exist now, there aren’t any really market-beating applications, so I wonder if they will be able to stimulate much demand for phone upgrades.

Analysts are not convinced the new AI functions will convince users to trade in their phones for new models. Research from market analytics firm IDC showed that 289 million new smartphones were shipped in the first quarter of 2024, a growth of 7.8% from the same period last year.

Samsung has come back to the top spot, holding 20.8% of the market. The new flagship and flip phones from Huawei last year were a blow for Apple, which now occupies just 17.3% of the market. In at No. 3 is Xiaomi with 14.1%.

Kao Hung-hsiang
IDC research manager
Huawei will probably have a very noticeable comeback this year. So other manufacturers will probably see very weak growth or even stay level. In order of the magnitude of impact, it should be Apple, Oppo, Vivo, Xiaomi and Honor.

Experts say that Samsung’s new S24 series launched earlier this year shipped over 60 million units in Q1, representing contraction of 0.7% compared to that period last year. Apple shipped 50.1 million units, shrinking 10% year-on-year. But the Chinese firm Xiaomi grew 33% in the same period. It’s a turbulent time for the phone industry, and analysts are watching to see if changes are afoot in the supply chain.

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Q1出貨量超越蘋果! 三星奪回手機龍頭寶座

2024-04-23

去年底，蘋果超越三星，坐上手機製龍頭寶座，但椅子還沒坐熱，第一季三星以6010萬支出貨量，重新奪冠。市場分析，三星年初推AI手機引起關注，蘋果預計要等到九月才有新機發表，自從華為去年宣告回歸後，陸續發表新品，瓜分中國高階市場，也造成蘋果第一季出貨衰退1成。

搭載五千萬畫素鏡頭，展現超強攝影，點幾下還能去掉照片裡的路人。另一家品牌搶先推出AI手機，通話即時翻譯，還能幫忙整理文章摘要。各家業者紛紛在第一季推旗艦機，祭出新穎功能，就是要刺激低迷的手機市場。

[[IDC資深研究經理高鴻翔]]
“今年AI手機可能有機會超越AIPC的出貨量，整合既有的一些APP，並沒有非常強的殺手級的應用，它到底能夠刺激多少，換機的需求。”

AI功能是否能帶動換機潮，還有待觀察。根據研究機構IDC調查，第一季智慧手機出貨量2.89億支，較去年同期成長7.8%。

三星以20.8%市佔，重新奪回龍頭寶座，反觀蘋果，受到華為去年陸續推出旗艦機和摺疊機後，瓜分了市場，蘋果市占只剩17.3%，退居第二，第三名則是小米，市占率14.1%。

[[IDC資深研究經理高鴻翔]]
“華為大概在今年會有比較，更明顯的一個回歸狀態，所以其他廠商基本上，大概會處於很微弱的成長，甚至持平。依照（受影響）順序，大概可能會是蘋果，然後OPPO、VIVO，小米以及榮耀。”

專家分析，三星年初推出S24系列，第一季出貨超過6000萬支，但較去年同期衰退0.7%，蘋果出貨5010萬支，衰退約1成，至於來自中國的小米增加33%。手機銷量大洗牌，會不會帶動供應鏈也出現變化，後續值得觀察。

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