As iPhone shipments decline, Apple is losing top spot as a phone maker to Samsung, according to the research firm

Apple's smartphone shipments fell about 10% in the first quarter of 2024, hit by intense competition from Android smartphone makers aiming for the top spot, data from research firm ITC showed on Sunday.

Global smartphone shipments rose 7.8% to 289.4 million units in January-March, with Samsung taking the top bonemaker spot from Apple with a 20.8% market share.

The iPhone maker's steep sales decline comes after its strong performance in the December quarter previous Samsung is the number 1 phone maker in the world. With Chinese brands like Huawei gaining market share, it has returned to second place with a market share of 17.3%.

Xiaomi, one of China's top smartphone makers, ranked third with 14.1% market share in the first quarter.

South Korea's Samsung launched its latest flagship smartphone line – the Galaxy S24 series – at the start of the year, shipping more than 60 million phones during the period.

Global sales of Galaxy S24 smartphones 8% upCompared to last year's Galaxy S23 series in the first three weeks of availability, data provider Counterpoint previously said.

In the first quarter, Apple shipped 50.1 million iPhones, compared with 55.4 million units in the same period last year, according to ITC.

Apple's smartphone exports in China contracted by 2.1% In the last quarter of 2023 from the previous year.

The fallout underscores the challenges the U.S. company faces in its third-largest market, as some Chinese companies and government agencies restrict employees' use of Apple devices.

The Cupertino, California-based company will host its in June Worldwide Developers Conference (WWDC), it will highlight updates to the software that powers iPhones, iPads and other Apple devices.

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Investors are closely watching updates on artificial intelligence development at Apple, which has so far not talked much about incorporating AI technology into its devices. Microsoft lost its title as the world's most valuable company earlier this year.

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