Apple couldn’t catch up with the competition in 2024

2024 was a year of recovery for the smartphone market, which had been stagnant since 2020. However, despite the overall positive dynamics, Apple showed minimal growth, significantly behind its Android-based competitors. Chinese manufacturers, whose low-cost devices have proved popular in low-income countries, have been particularly successful.

Weak iPhone sales growth

Apple sales of the iPhone are up just 0.4% this year, which is extremely low for a company of this size. By comparison, the overall smartphone market grew 6.2%, according to IDC (International Data Corporation). This growth is largely due to a return to normalcy after the pandemic and the strong adoption of low-cost Android devices.

A lot of the growth is due to the return to normalcy after the pandemic and the strong adoption of low-cost Android devices.

A key factor in Apple’s lag was the launch of the iPhone 16, which proved disappointing for many consumers. The main feature of the device was the Apple Intelligence system, but it failed to attract a wide audience. In addition, the phased rollout of new features and constant delays in updates only made matters worse.

Another factor in the backlog was Apple’s lack of a new Apple Intelligence system, but it failed to appeal to a wide audience.

Trouble with Apple Vision Pro

Apple’s other big new product in 2024 was the Apple Vision Pro augmented reality headset, unveiled in February. Despite expectations that the device would be a hit, high prices and limited features led to disappointing results. The company scaled back production shortly after the launch, and insiders report that Vision Pro production could cease altogether by the end of the year.

Apple 2024’s Vision Pro has been a huge hit for Apple.

Apple’s new directions and ambitions

Amid weak iPhone sales and problems with the Vision Pro, Apple is actively looking for new revenue streams. According to Bloomberg, the company is developing a robot with an iPad interface and a smart home device that will integrate with other products in Apple’s ecosystem. Moreover, Apple is considering creating humanoid robots with artificial intelligence, but those plans are in the early stages.

Apple is also looking at developing a robot with artificial intelligence.

But experience shows that not all of Apple’s ambitious projects find their place in the market. The fate of devices like the Apple Vision Pro and potential robotic assistants is skeptical. Meanwhile, consumer attention is turning to the upcoming iPhone 17 lineup, which is rumored to include the iPhone 17 Air model. It’s the one that should regain audience interest and strengthen the company’s position.

Prediction for 2025

Analysts expect that 2025 could be a more successful year for Apple. The company is likely to revamp its strategies, emphasizing innovations that users actually demand. For now, the weak launch of the iPhone 16 and other setbacks underscore the need for a more accurate understanding of audience needs.

Analytics expect Apple to be more successful in 2025.