The global smartphone industry faces a challenge this year as shipments are anticipated to hit their lowest point in a decade. Influential market players like the USA and China have reportedly been weighing down on international sales. However, amidst this downturn, Apple remains a beacon of resilience, with iPhone sales maintaining strong figures.

According to Counterpoint Research's recent data, the industry should brace for a 6% year-on-year decline in smartphone shipments, amounting to roughly 1.15 billion devices in 2023. It's pivotal to distinguish between 'shipments,' which refer to the number of devices smartphone companies dispatch to retailers, and 'sales,' which indicate the actual number of devices purchased by end consumers.

The report highlights Asia, especially China, as facing significant headwinds. Challenges sprouting in the Asian markets have inadvertently hindered China's forecasted economic recovery for the year. Once boasting annual figures nearing 450 million smartphone purchases, China's market has constricted to a mere 270 million devices.

Furthermore, North America's smartphone sector has not been immune to these challenges, culminating in what industry experts have termed a "disappointing" performance. Projections indicate a looming double-digit annual decline. Despite robust labor markets and controlled inflation, the North American consumer sentiment reflects hesitancy in upgrading their mobile devices.

While the general market is cautious, premium devices, especially those on the higher end of the price spectrum, continue to pique consumer interest. This bodes well for Apple, especially with the anticipated September launch of the iPhone 15. Jeff Fieldhack, Counterpoint Research's Head of Research for North America, commented, "The release of the iPhone 15 presents a strategic opportunity for telecom companies to engage and possibly win over high-value customers."

While Apple's shipments are projected to witness only a marginal annual increase, the brand finds solace in expanding Asian markets, where there's a burgeoning appetite for premium mobile phones.

In what might be a defining moment for Apple, the company is poised to clinch the top position in global smartphone shipments for the first time. Even as Samsung triumphed in market share in the second quarter, Apple's ascent to this coveted position seems imminent. "The gap between Apple and the top has never been narrower. If we sidestep production challenges witnessed in previous years, the race to the top is anybody's game," observed Fieldhack.

In line with their global expansion strategy, Apple is directing significant attention to emerging markets like India, hoping to capitalize on the rising demand for high-end devices.