What Display Daily thinks: If you want one thing to take away from all this information it’s that the iPhone SE 4 is a critical launch for Apple, more so than any of the higher-end iPhones. It opens up Apple’s market in so many ways and does the same for BOE (and Tianma in all likelihood).
It’s the price. A $500 iPhone with an OLED display. Chinese displays. It’s not innovation but it is common sense. Apple needs to be competitive in developing markets, definitely needs to be competitive in China, and it needs to be more aggressive at lower price tiers. The iPhone SE 4 gives it all of that and the lead driver could be the upgraded screen which also gives BOE a tremendous boost. And it probably puts Chinese OLED dominance into sharp focus.
Samsung is getting stung on the phones and the displays. And frankly, Samsung has shot itself in the foot. While Apple was languishing there for a few years, Samsung had all the opportunity in the world to create distance between itself and Apple as a global smartphone leader, but it hasn’t quite managed to make its product indispensable. The company has faced an onslaught of complaints from die-hard enthusiasts about its best and brightest offerings. It’s usually the small stuff, the interface, the software, or a glitch in design.
For a significant chunk of the consumer market, *Apple is indispensable.
The iPhone SE 4 may not be Apple’s dream product, but it looks like it will drive sales outside of North America and Europe, where Apple thrives, thus giving it a possible leap into the number one position over Samsung, and give BOE a great return on its investment in OLED. It doesn’t really matter what the iPhone 16 does.
All eyes should be on the iPhone SE 4. And there’s always the question of whether Apple will drag Xiaomi, Oppo and vivo in its wake? Will this be an endorsement of Chinese technology, a confirmation of the display superiority, that has been a feature of reviews but hasn’t quite found mainstream momentum?
Apple Nears Market Leadership Amid Global Smartphone Growth
Latest research from Canalys indicates that global smartphone shipments grew 5% YoY in Q3 2024, marking the fourth consecutive quarter of growth. This resurgence is primarily driven by resilient demand in emerging economies and the early stages of a replacement cycle in North America, China, and Europe.
In this competitive landscape, Apple has achieved its highest third-quarter volume to date, with iPhones making up 18% of global shipments. This places Apple in a neck-and-neck race with Samsung, which also shipped 18% of smartphones in Q3, narrowly defending its pole position. Xiaomi holds 14% market share, maintaining its position as the third-largest smartphone vendor, while Oppo and vivo each make up 9% of the market, completing the top five.
| Smartphone Vendors | Q3 2024 Market Share | Q3 2023 Market Share |
| Samsung | 18% | 21% |
| Apple | 18% | 17% |
| Xiaomi | 14% | 13% |
| Oppo | 9% | 10% |
| vivo | 9% | 8% |
| Others | 32% | 32% |
Apple’s strong performance is attributed to several strategic factors. The ongoing robust demand for the iPhone 15 series, along with legacy models, has been crucial to its Q3 success. Apple’s aggressive pricing strategies, particularly in China, have stabilized its performance in this critical market. By offering older iPhone models at more competitive prices, Apple meets the growing demand for affordable premium devices, strengthening its foothold in emerging markets where price sensitivity is key.
Looking ahead, Apple’s diverse product mix is set to fuel further demand, especially in emerging markets. The upcoming iPhone SE 4, expected to launch in 2025, aims to attract consumers seeking an Apple device without the premium price tag.
In mature markets, Apple’s momentum is bolstered by an improving macroeconomic outlook and favorable exchange rates, rendering higher-end devices more affordable for consumers. Technological innovations play a significant role as well. The anticipated Apple Intelligence platform is designed to integrate more deeply with iOS and macOS devices, offering enhanced user experiences that may entice loyal users to upgrade. Additionally, the rumored ultra-slim iPhone 17 is expected to accelerate iPhone replacement cycles and reinforce Apple’s position as a technology leader.
Despite a modest initial reception, the iPhone 16 is projected to help Apple maintain a strong finish to 2024 and sustain momentum into the first half of 2025, particularly as Apple Intelligence expands into new markets and supports additional languages.
The gap between the top five vendors has narrowed, intensifying the competitive landscape. Vendors are entering the holiday shopping season with solid momentum and cautious optimism, aiming to attract consumers who have postponed upgrading their devices in anticipation of deals during major events like Singles’ Day and Black Friday. However, demand remains fragile as vendors face increasing global challenges in demand generation and regulatory hurdles, such as the European Union’s eco-design directive. Effective supply chain management, maintaining healthy inventory levels, and optimizing sales and marketing fund allocation are becoming increasingly critical for market leadership.
