Market data research institute IDC released the latest mobile phone quarterly tracking report, showing that in the first quarter of 2024, China's smartphone market shipped about 69.26 million units, a year-on-year increase of 6.5%. Similar to the situation in the global market, the continued recovery in market demand has helped China's smartphone market continue the rebound momentum at the end of last year, and the market performance has been higher than expected.
Among them, the Android market will increase by 9.3% year-on-year in the first quarter of 2024, and the iOS market will decrease by 6.6% year-on-year under greater competitive pressure. Thanks to the landing use of AI large models and folding screen models, Android mobile phones have formed differentiated competition with iPhone mobile phones in the high-end market and have become the key to confrontation. In addition, the concentrated purchase demand of the population returning to their hometowns during the Spring Festival has helped the growth of the low-end market to be more obvious.
Honor has popular models in all price ranges, the first quarter shipments of the Magic 6 series exceeded the sum of the first two quarters of the previous generation of products, helping to reach the top in the first quarter of 2024, with a market share of 17.1%, a year-on-year increase of 13.2%; The 12 series accounted for a third of its quarterly shipments, Oppo continued to be in third place with a 15.7% market share, down 15.5% year-over-year, although it managed to boost sales of its premium models, and Apple dropped to fourth place with a market share of 15.6%, down 6.6% year-on-year, despite constant price adjustments and promotions, and the iPhone 15 Pro Max was the best-selling model during the Chinese New Year, but the pressure of competition is increasing, and there is an urgent need for all-round innovation and upgrades in software and hardware to attract consumers, while vivo carefully controlled shipments, increased cooperation with channels, and reduced the burden on channels, ranking fifth in the quarter, with a market share of 14.6%, down 10.7% year-on-year.
In the first quarter of 2024, the folding screen mobile phone market continued its rapid growth trend, with shipments reaching 1.86 million units, a year-on-year increase of 83%. The Mate X5 and Pocket 2 helped Huawei stand in first place, accounting for 44.1% of the market share, nearly half. In addition, since the release of the Magic V2, Honor's shipments in this segment have also grown rapidly, ranking second in the quarter, with a share of 26.7%.