Apple has cemented itself as one of the world‘s leading technology brands. The company‘s signature products like the iPhone, iPad, and Mac continue to dominate key markets worldwide, including in the United States and United Kingdom. Let‘s take a closer look at Apple‘s market share in 2024 and how their products are performing globally.
Contents
Introduction
As of early 2024, Apple maintains a commanding market share in the mobile, tablet, and personal computer spaces. According to February 2024 data, Apple leads the worldwide mobile vendor market with a 27.1% share. They also top the tablet market with over 51% market share globally. And while they rank 4th in the PC vendor market, Apple has seen consistent growth, claiming nearly 10% of the market in 2022.
Apple‘s products, especially the iPhone, remain extremely popular with consumers all over the world. The company sold over 2.24 billion iPhones since the first model launched in 2007. In 2022 alone, Apple generated $394.3 billion in total revenue, with over half coming from iPhone sales. It‘s clear that even 15+ years later, Apple‘s signature smartphone continues to resonate with users.
Beyond market share statistics, Apple‘s brand loyalty and seamlessly integrated ecosystem of products are major factors in its success. Once customers are part of the Apple world, they tend to stick with it and continue buying iPhones, iPads, Macs and accessories like the Apple Watch and AirPods. This loyalty has helped Apple secure such a substantial portion of key technology markets.
In the worldwide mobile vendor market, Apple battles Samsung for the top spot. This market tracks smartphone sales and market share among the top global manufacturers.
According to StatCounter, Apple claimed a 27.8% market share of worldwide mobile vendors in September 2022. They built on those gains in October 2022, grabbing 28.41% market share and slightly edging out Samsung‘s 28.33%.
Apple ceded a bit of ground in November and December 2022, dropping to 27.48% and 26.98% market share respectively. But in 2024, they have surged back to reclaim the number one position.
In January 2024, Apple attained 27.6% market share worldwide. And as of February 2024, Apple sits at 27.1% market share among all mobile vendors globally.
This data shows that while Samsung continues to be a worthy adversary, Apple has shown tremendous consistency and resiliency in maintaining right around 27% market share on average among the world‘s smartphone manufacturers.
Focusing specifically on smartphone shipments and sales worldwide, Apple continues to gain ground.
According to StatCounter, in Q4 2022, Apple iPhone grabbed 24.1% market share based on worldwide smartphone shipments. This was a significant jump from Q3 2022 when iPhones accounted for just 17.2% of smartphone shipments around the globe.
Zoning in on January 2024, official reports showed Apple reaching 27.6% market share in the global smartphone space, compared to Samsung at 27.09%. For the first time in recent memory, Apple took the undisputed top spot based on global smartphone sales.
Apple‘s growth in the smartphone arena has been fueled by continued demand for newer models like the iPhone 14 line released in September 2022. And with rumors swirling about the potential iPhone 15 launch in Fall 2024, Apple is poised to defend its position as the top smartphone vendor worldwide.
Shifting to the global tablet market, Apple utterly dominates thanks largely to the enduring popularity of the iPad.
According to February 2024 data from StatCounter, Apple iPad commands 51.26% of the tablet market share worldwide. Samsung sits a distant second at 31.21%. Other competitors like Amazon, Huawei, and Xiaomi hold only single digit market share percentages.
The story remains the same in the U.S. tablet market. As of August 2022, Apple iPad maintained nearly 40% of the market according to Statista. Samsung again slots in at second with about 25% market share in the U.S.
The iPad‘s combination of portability, functionality, and iOS ecosystem integration continues to appeal to enterprise and consumer users alike. With their tablet outselling Samsung‘s offerings nearly 2-to-1 worldwide, Apple enjoys a commanding lead in the tablet space that should continue through 2024 barring any major changes.
In the worldwide PC vendor market comprised of desktop and laptop computers, Apple finds itself in a top 5 position. But the PC space is more fragmented and competitive compared to the mobile and tablet markets where Apple rules.
According to Statista data, in 2018 Apple controlled around 6.9% market share among the world‘s top PC sellers. In 2019 they grew slightly to 7% market share as per Statista. 2020 saw another marginal increase to 7.1% market share worldwide for Apple.
But in 2021 and 2022, Apple experienced more accelerated growth in the PC space. Their market share jumped to 7.9% in 2021, and they crossed over into 9.8% market share in 2022 according to Gartner data provided by Statista.
While Apple still sits behind leaders Lenovo, HP, and Dell in the global PC market, they appear poised to potentially break double digits in terms of market share in the next 1-2 years. The continued enhancement of MacBook laptops and iMac desktops is paying dividends for Apple.
It comes as no surprise that Apple dominates its home country, the United States. Bolstered by strong iPhone 14 sales, Apple attained over 50% market share in the U.S. mobile vendor market in late 2022 and early 2024.
In October 2022, Apple seized 54.47% market share among mobile vendors in the U.S. according to StatCounter. They extended those gains in November 2022, grabbing 55.72% market share stateside.
As of December 2022, Apple‘s market share in the U.S. mobile arena surged to 55.85%. And in Q1 2024, they have continued to accrue share, jumping to 57.77% in January and settling at 57.06% in February 2024.
To summarize, Apple has maintained between 54-58% control of the U.S. smartphone market since October 2022. Over 150 million active iPhones are currently in use in the United States. With no signs of slowing down domestically, Apple should retain majority market share throughout 2024 barring a major shakeup.
Beyond North America, Apple performs extremely well in the United Kingdom mobile market.
According to StatCounter, in September 2022, Apple iPhones accounted for 51.01% market share among mobile vendors in the UK. They expanded their UK market share to 56.07% in October 2022.
Apple‘s share pulled back slightly in November 2022 to 53.24% in the UK. In December 2022 they dipped again to 52.05% market share among UK mobile vendors as per StatCounter.
But in 2024, Apple is back on the upswing in the UK smartphone arena. They reclaimed 52.42% market share in January and sit at 51.51% market share as of February 2024.
So across the board, Apple has maintained right around 50% or higher market share among mobile vendors in the United Kingdom over the past 6+ months. With 39 active Apple stores spread across the UK, it is one of their most important markets in Europe.
Conclusion
In reviewing Apple‘s market share data worldwide, in the U.S., and in the UK, their leading position across smartphones, tablets, and PCs becomes clear. The iPhone drives their success, especially in the mobile arena where Apple controls over 50% market share in the US and UK.
Apple‘s footprint extends worldwide as well, with around 27% market share among global mobile vendors. And the iPad remains the dominant force in the tablet space.
While competitors like Samsung, Lenovo, HP, and Dell continue nipping at Apple‘s heels, the company‘s brand loyalty, integrated ecosystem, and sleek aesthetics help them maintain their lofty market share. Given Apple‘s strong momentum exiting 2022, they appear well-positioned to retain their status atop the tech world in 2024 and beyond.
Sources
- https://www.businessofapps.com/data/apple-statistics/
- https://www.oberlo.com/statistics/apple-statistics
- https://www.demandsage.com/iphone-market-share
- https://www.statista.com/statistics/216459/global-market-share-held-by-apple-smartphones-since-2007/
- https://gs.statcounter.com/vendor-market-share/mobile
- https://gs.statcounter.com/vendor-market-share/tablet/worldwide
- https://www.statista.com/statistics/272595/global-market-share-held-by-pc-vendors/
- https://gs.statcounter.com/vendor-market-share/mobile/united-states-of-america
- https://gs.statcounter.com/vendor-market-share/mobile/united-kingdom
