After a prolonged slump, the smartphone market finally saw a turnaround in October 2023, thanks in large part to the launch of Apple’s latest iPhone models.

The newly released iPhone 15 series has acted as a catalyst for renewed consumer interest in upgrading devices. Apple saw strong initial demand for its latest lineup, driving expanded sales volumes industry-wide. The delayed launch compared to last year ensured that the full sales impact fed through into the October monthly figures.

While Apple led the way in developed markets, emerging regions saw even faster expansion. The Middle East and Africa posted notable gains, aided by the return of Huawei to these markets alongside the usual sales frenzy during India’s festive season promotions.

Research firms estimate that Apple continues to dominate the global smartphone landscape with over 40% market share. While the iPhone 15 catalyzed the first positive industry-wide results in over two years, Apple itself has consistently outpaced the broader slowing demand trend seen since mid-2021. Its firm base of loyal customers continues to drive sales even when consumers cut back elsewhere.

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