Before the iPhone 17 keynote: Apple increases smartphone sales
Shortly before the presentation of new iPhone models, IDC has issued a market forecast. According to the forecast, Apple will be the main winner in 2025.
Person with iPhone packaging.
(Image: valiantsin suprunovich/Shutterstock)
Apple is heading into its keynote season with good sales predictions: ahead of the presentation of the iPhone 17 series next Tuesday (September 9), market research firm IDC believes that the Cupertino-based company in particular will ensure smartphone growth in 2025. Overall, the market is only expected to grow by one percent, while the iOS segment is expected to grow by 3.9 percent.
China down, USA and MEA growing
According to the analysts' "Worldwide Quarterly Mobile Phone Tracker", a total of 1.24 billion devices will be sold this year. IDC had previously estimated that the market would only grow by 0.6 percent year-on-year, but the Apple figures now mean that the figure has increased. In individual markets such as the USA, the Middle East and Africa (MEA), sales are up by 3.6 and 6.5 percent respectively, and in the Asia-Pacific region (excluding China) by 0.8 percent.
However, IDC forecasts that the People's Republic will see a one percent decline in smartphone sales. This is due to "economic challenges" and the loss of subsidies that Beijing had distributed in the sector, which led to price reductions and now no longer exist.
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Higher prices, more foldables, more Gen-AI
There is good news for the sector in terms of the average selling price (ASP), which is expected to increase by a "robust five percent". The overall value of the market is up by 6%. Many companies are no longer just focusing on pure sales. Current investments are being made in "thinner designs, generative AI and foldable form factors as well as camera functions".
IDC did not initially provide any information on how business is going in Europe. The foldable sector, in which Apple is not currently involved, but will allegedly do so for the first time in around a year, is now considered a growing business. It will grow by six percent in 2025 (2024: 4 percent) and then by six percent in 2026 and eleven percent in 2027. Customer concerns such as a lack of durability and high prices are therefore receding. Nevertheless, foldables will only account for three percent of total smartphone shipments by 2029, according to IDC. Moreover, generative AI functions directly in the devices will soon be "a standard must-have feature".
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