In July 2024, the US smartphone market experienced a 5{37471d21a8c4ca072ce05e5c1dfbdaec01ff2ef8391827b0199be0aecce32fae} year-on-year growth, driven primarily by the strength of prepaid channels. According to the latest data from Counterpoint Research, Samsung and Motorola were the key players behind this surge. However, Apple faced challenges, with its overall sales dropping by 4{37471d21a8c4ca072ce05e5c1dfbdaec01ff2ef8391827b0199be0aecce32fae} year-on-year due to weaker performance in the prepaid sector.
iPhone 15 Pro Shines Amidst Apple’s Struggles
Despite the dip in overall sales, Apple found a bright spot with the iPhone 15 Pro. The high-margin, premium model saw double-digit growth compared to its predecessor, highlighting a shift in consumer preference toward more expensive and feature-rich smartphones. Research Director Jeff Fieldhack noted that the increasing popularity of the Pro models is a trend Apple is focusing on as it prepares for its upcoming product announcements in September.
Samsung and Motorola Lead Market Gains
Samsung’s success in July was fueled by strong sales of the affordable Galaxy A15 5G, which accounted for nearly one-third of its total sales. Additionally, an early launch of its Galaxy Z Flip 6 and Galaxy Z Fold 6 foldables contributed to the company’s impressive performance. Meanwhile, Motorola enjoyed a 42{37471d21a8c4ca072ce05e5c1dfbdaec01ff2ef8391827b0199be0aecce32fae} year-on-year increase in sales, largely driven by the Moto G Play 2024 and other budget-friendly models. Verizon, T-Mobile, and AT&T’s consolidation of brands in their prepaid portfolios also played a role in Motorola’s growth.
Looking Ahead to Premium Smartphone Sales
As the smartphone market gears up for the busy end-of-year period, analysts expect the focus to shift back to premium models, especially with the anticipated rise of GenAI smartphones. Apple’s iPhone 15 Pro, with its strong sales performance, positions the company well for the upcoming product cycle. The growing demand for high-end smartphones suggests that Apple’s strategy of focusing on premium models could pay off in the long run.
