Apple iPhone Shipments Market Share: Quarterly
| Apple iPhone Shipments Market Share (%) | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Quarter | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
| iPhone shipments market share within Global Smartphone Market | 21% | 17% | 16% | 23% | 17% | 16% | 17% | 23% | 19% |
Market Highlights
- Apple’s smartphone shipments grew 12% YoY in Q1 2025, the highest among the top five brands, fuelled by strong performance in North America, Japan and India, along with the launch of the iPhone 16e.
- India’s premiumization trend continues, with Apple’s shipments in the country growing 29% YoY in Q1 2025. Deeper reach into Tier-2/3 cities and local investments in manufacturing and R&D are driving its strong momentum.
- Apple saw a 21% YoY shipment growth in North America, supported by the iPhone 16e launch that boosted mid-range traction and squeezed competitors. The market’s shift toward high-end devices and existing inventory buffers helped Apple maintain momentum despite tariff concerns.
Market Outlook – Smartphone Shipment and ASP Forecast by OEM Region, February 2025
Detailed Forecast by Region, Brand, and 5G/Non-5G Trends through 2028.
Apple iPhone Market Share: 2008 to 2024
Apple iPhone Shipments Market Share: Annual
| Year | 2008 | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Market Share | 9% | 14% | 15% | 18% | 18% | 15% | 15% | 12% | 11% | 11% | 10% | 11% | 12% | 14% | 16% | 16% | 16% |
Apple iPhone Sell-in vs Sell-through and ASP, Q1 2017 - Q1 2025
Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models.
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Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.
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