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Apple’s iPhone shipments fell nearly 10% in the first quarter of this year, according to market research firm IDC, losing momentum as the overall smartphone industry recovered.
The global mobile phone market reached 289.4 million mobile phone shipments, an increase of 7.8% over the previous year. Samsung Electronics regained the top spot. Transsion, a low-priced brand, saw an 85% increase in unit shipments, and Xiaomi made a comeback, narrowing the gap with second-place Apple.
The Cupertino, Calif.-based company has struggled to maintain sales in China, the world’s largest smartphone market, since the latest generation iPhone debuted in September. Such issues weigh heavily on global performance. According to preliminary figures from IDC, the company’s iPhone shipments decreased by 5 million units compared to the same period last year.
“The smartphone market is emerging from the turbulence of the past two years stronger and changing,” said Nabila Popal, research director at IDC. “Although the top two companies both had negative growth rates in the first quarter, Samsung appears to be in a stronger position overall than it has been in recent quarters.”
IDC researchers found that average selling prices for devices are rising as consumers increasingly choose premium models that they intend to keep for a long time. Apple likely sold a higher percentage of iPhone 15 Pro devices, resulting in higher revenue per unit. But the company has had to resort to unusual discounts to boost sales, with some retail partners in China offering up to $180 off regular prices.
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