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Apple Ends Samsung’s Reign Since 2010 to Emerge World’s Top Phone Maker

By Oluchukwu Ikemefuna

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Apple surpassed Samsung in phone production and has become the world’s top phone maker. This achievement marked a significant milestone for Apple in the competitive smartphone market. An inspiration for some companies and a challenge for others.

Apple’s success can be attributed to a multitude of factors. One of which is the consistent release of innovative and popular iPhone models that cater to the interests and desires of consumers. Additionally, their ability to provide a seamless user experience, well-thought-out design, and integration with their ecosystem of products and services has also played a significant role in their achievement.

Additionally, their strong brand loyalty and effective marketing strategies contributed to their rise as the top phone maker. A company is as good as their marketing team. These factors, among others, helped Apple surpass Samsung and other smartphones in 2023.

Marketing Strategies

Apple has introduced several innovative features in its iPhone models. Some of the notable ones include Face ID, which uses facial recognition technology for safe authentication. This includes Animoji and Memoji, which enable users to create animated emojis based on facial expressions; the A-series processors, renowned for their high-performance capabilities. Plus, the introduction of the LiDAR scanner for an enhanced augmented reality experience. These features, among others, have helped Apple stand out and captivate many users.

Apple’s success can also be largely attributed to its effective marketing strategies. They were able to effectively communicate the unique features and benefits of their products through captivating advertisements, engaging social media campaigns, and strategic partnerships. A successful product is said to be as strong as its marketing team. 

Apple’s marketing approach concentrated on creating an exclusive and desirable image around their products, which generated excitement and anticipation among consumers.

Their marketing campaigns highlighted the smooth combination of their hardware, software, and services while showcasing the overall experience of using Apple products. Through the creation of a powerful brand identity and effective connection with their target audience, Apple’s marketing strategies played a vital role in driving consumer demand and contributing to their success.

Apple’s Largest Market

Apple was able to increase its shipments in 2023 even though the iPhone 15 received a lukewarm response in China, its biggest international market. This was due to the company’s aggressive offers which attracted customers towards premium devices. However, the sales were depressed due to Huawei’s growing popularity and a widening ban on government use.

IDC’s research director, Nabila Popal, has reported that although there was a considerable increase in growth from low-end Android players such as Transsion and Xiaomi in the latter half of 2023. This is mainly due to rapid expansion in emerging markets, the significant beneficiary has been Apple. This is despite facing increased regulatory challenges and renewed competition from Huawei in China, which is its major market. Popal has attributed Apple’s continued success and resilience primarily to the increasing trend of premium devices, which now represent over 20% of the market.

And just like any successful company, Apple faces a tough challenge in the world’s largest mobile market, largely due to competition from Huawei – a local tech giant. Huawei has managed to regain some of the market share it lost after facing U.S. sanctions. They did this by releasing the Mate 60 Pro smartphone which runs on an advanced processor made in China. In an effort to prevent further decline in sales, Apple recently offered rare discounts of up to 5% per handset on their iPhones in the country.

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Abdullahi Kafayat
Abdullahi Kafayat

Abdullahi Kafayat is an enthusiastic writer interested in the tech world. She's a graduate of Obafemi Awolowo University and has a BSc in Chemistry. You can reach her at Kafayatabdullahi17@gmail.com.

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