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The Guardian - UK

Business

Jasper Jolly and agencies

Apple loses mantle as world’s biggest phone seller to Samsung as China sales drop

Apple Samsung China Covid-19 IDC Xiaomi

Multicoloured Apple iPhone 15s on display in a store. — Apple iPhone 15s on display in a store. Photograph: Jonathan Brady/PA

Apple has lost its spot as the world’s biggest mobile phone seller after a steep sales drop as South Korean rival Samsung retook the lead in the global market share.

Samsung had been the biggest seller of mobile phones for 12 years until the end of 2023, when sales of Apple’s iPhone models overtook it.

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