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A new research report from tech market intelligence TrendForce shows that Apple has a chance of dethroning Samsung in the global market if its new iPhone 15 series manages to exceed expectations.

The research firm shared the challenging situation for Samsung in the report, which Apple could see as a window of opportunity. “Samsung continues to lead in production rankings, delivering 53.9 million units in Q2,” TrendForce explained. “However, it suffered a 12.4% QoQ downturn. Amid global economic headwinds and fierce competition, coupled with a waning halo effect from its flagship phone releases earlier in the year, Samsung’s Q2 performance lagged behind the same period last year. Although Samsung is set to roll out new foldable models in Q3, the impact on its overall growth is expected to be marginal given the relatively low sales volume compared to its Galaxy S series.”

According to the report, Samsung and Apple are even when it comes to annual production projections. Yet, it noted that the latter now has the chance to replace the former as the global market leader through its new iPhone 15 line. This should reflect the past reports indicating Apple’s confidence in its new series, especially in the iPhone 15 Pro Max, which reportedly constitutes 35% to 40% of the initial launch shipments of the lineup. Supply chain analyst Ming-Chi Kuo believes Apple is confident in the impact of the periscope camera system on the model, saying the exclusivity of the feature makes it the phone’s “selling point.”

TrendForce’s prediction also complements a recent report from Counterpoint Research, which revealed that Apple could snatch the top spot for annual shipments globally for the first time ever despite 2023 being “the worst year for global smartphone shipments in ten years.” As the report added, this will be through the help of mobile carrier companies, which will offer aggressive promos that will boost iPhone sales.

International Data Corporation also supports claims about Apple’s growth in spite of the challenging climate. It noted in a recent report that Apple would be able to adapt better compared to its Android competitors. The report showed that iOS shipments will have a 1.1% growth in 2023, allowing it to reach an all-time high share of 19.9%. The Program Vice President for IDC’s Mobile Device Tracker suite, Ryan Reith, praised Apple for this and credited trade-in offers and expansion of ‘buy now, pay later’ programs for the said growth. 


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