‘AI latecomer’ Apple catches up with Samsung Electronics at breakneck speed
If AI is applied to iPhone 15, Apple rises to first place in the market
Continuing performance controversy… ‘AI smartphones require AI implementation’
A fierce battle… Whether or not AI functions are implemented and the scope of deployment are key
The AI (artificial intelligence) smartphone market, in which Samsung Electronics is leading, is predicting a fierce battle for the lead. This is because Apple has shed the ‘AI latecomer’ tag and is catching up at a frightening speed.
Although there is controversy over the definition and functions of AI smartphones, there are even predictions that Apple will surpass Samsung Electronics.
According to related industries on the 12th, Samsung Electronics and Apple are fiercely competing for market share in the global smartphone market. Apple ranked first in sales in the third quarter of this year, but Samsung Electronics took the lead in shipments.
The problem is the gap. Counterpoint Research, a market research firm, found that Samsung Electronics had a 19% market share, 3% ahead of Apple, but Canalys analyzed that both companies recorded 18%, and the difference was reduced to a decimal point.
If the market share gap between the two companies narrows, it is highly likely that the owner of the AI smartphone throne will also change. This is because while most of Apple’s products are premium products priced over $600, Samsung Electronics’ most popular model is the Galaxy A series, a mid- to low-priced line.
According to a Counterpoint Research survey, the best-selling product in the global market in the third quarter of this year was Apple’s iPhone 15. The iPhone 15 series took first to third places.
As for Samsung Electronics products, the Galaxy A15 4G, A15 5G, A35 5G, and A05 models ranked 4th to 7th, and the AI smartphone Galaxy S24 ranked 10th. Among these, the only smartphones that support Galaxy AI are the A35 5G and Galaxy S24. The rest are far from AI application.
In contrast, Apple applies Apple Intelligence to the iPhone 15 following the iPhone 16 released last September.
Counterpoint Research predicted that the iPhone 15 and iPhone 16 will account for more than 50% of AI-applied smartphones, and that Apple will be ranked first in AI smartphones this year. Samsung Electronics’ AI smartphone market share is expected to be less than 20%.
Of course, there are loopholes. There are many parts that are difficult for Samsung Electronics to agree with. The problem is that Apple Intelligence came into the world unprepared and major AI functions have not yet been implemented.
For Samsung Electronics, it hurts their pride to simply compare the iPhone, which does not even fully utilize AI functions, with Galaxy AI smartphones.
In fact, Apple will introduce major AI functions sequentially next year and implement simple AI functions starting in December. That too is still just a guess. Until AI functions are safely introduced to the market without errors, the iPhone 16 cannot get rid of the stigma of being ‘not ready’.
After Apple officially launched Apple Intelligence last month, the market reaction was cold. There were many opinions that ‘we need to wait’ until more AI functions are implemented.
The key is to which models both companies will be equipped with AI functions. This is because if Samsung Electronics successfully applies AI functions to its mid- to low-priced models, it will be able to outpace Apple.
Counterpoint Research predicted through an analyst analysis last September that ‘iPhones supporting Apple Intelligence will exceed 125 million units by the end of this year.’
Prior to this, Samsung Electronics President Roh Tae-moon announced that he would install ‘Galaxy AI’ in about 200 million Galaxy mobile devices by the end of this year.
Samsung Electronics is leading the AI smartphone market by introducing the Galaxy Z Fold SE and the semi-premium model Galaxy S24 FE last month and this month, following the Galaxy S24 and Galaxy Z6 series in January and July of this year.
The strategy is to take the lead in the AI smartphone market by introducing the new Galaxy S25 series in January next year, before the major functions of Apple Intelligence are completed.
An official from Samsung Electronics said, “AI smartphones must implement AI functions,” and added, “It is dangerous to hastily predict the outcome.”
KPI News / Reporter Kim Yun-kyung yoon@kpinews.kr
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