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Competitors of Apple (Competitor analysis of Apple)

Competitors of Apple (Competitor analysis of Apple)

This article aims to explore the main competitors of Apple in different markets. Apple Inc. is an American multinational technology giant, founded by Steve Jobs, Steve, Wozniak, and Ronald Wayne. It is headquartered in California, the USA.


Apple offers a wide range of tech products and is a global brand name. Its innovation and aesthetic designs have made millions of customers delighted around the world. It has built an empire on its innovative products and services; however, it is not the only player in the game.


There are a number of companies that compete with Apple and understanding who they are and how they compete with it is key to getting an insight into the tech industry. Samsung is its biggest rival; however, Huawei, Xiaomi, Oppo, Microsoft, Motorola, and Google are also some of the top players in global markets.


Who are the main competitors of Apple in the smartphone market?

Apple is the second largest smartphone company in the world. iPhone is one of its main products. However, it faces a number of powerful competitors in the global smartphone markets.


According to StatCounter (2023), Apple’s global market share is 26.98% and its main competitors and their global market shares are as follows:


Samsung: 27.38%

Xiaomi: 12.35%

Oppo: 6.4%

Huawei: 05.35%


It is worth mentioning that Apple is the market leader in the USA with 55.85% market share, while Samsung is in the second position with 29.81% market share. However, Apple has witnessed decline in the market share recently. Its other three big competitors in the country are LG, Motorola, and Google.


Samsung is Apple’s biggest rival in the global smartphone market. The South Korean tech giant has been making waves in the mobile phone business for years. It has a wide range of phones that compete with Apple’s products very well.


Apple is the market leader in the UK with 52.05% market share, and its major competitors are Samsung, Huawei, Motorola, Xiaomi, and Google. It is well ahead of competition in this market.


Needless to say that an epic war is at play between Apple and Samsung. Long ago, Samsung was a supplier of Apple; however, it decided to challenge the latter. This infuriated the then Apple boss Steve Jobs who announced launching “thermonuclear war” on Android, the operating system used in Samsung phones (Cain, 2020).


However, it seems that Samsung is undeterred and its remarkable ability and efficiency to produce superior hardware extremely swiftly has played a big role behind its success. Therefore, it is having a neck and neck competition with Apple in many countries.


Who are the main competitors of Apple in the personal computer market?

Personal computer market is highly competitive and constantly changing due to technological innovations and the rapid changes in consumers’ taste.  Apple’s market share in the global personal computer market is 9.8% which makes it the 4th largest in the world (Alsop, 2023). Its global market share has indeed increased slightly in the last few years.


Apple’s main competitors in this global personal computer market are Lenovo, HP Inc, Dell, Asus, and Acer (Alsop, 2023). Lenovo is the market leader and is well ahead of competitors. Though Apple has made good progress in this market, it is unlikely that it will be one of the top three in the near future.


Who are the main competitors of Apple in the tablet market?

Apple is the dominant leader in the global tablet market with 51.21% market share. However, its market share has gone down a bit recently. Its nearest competitors in this market are Samsung, Amazon, Huawei, & Asus (Statcounter, 2023).


Though Apple is the market leader, a sudden rise of Amazon is seen as a market changer. It should be mentioned that the market shares of the competitors have gone up recently resulting in substantial pressure being put on Apple to fend off competition.


It will therefore be interesting to see how long Apple can maintain its marker leader position. The rise of Samsung in the global tablet market is stunning, while Amazon looks promising as well. Huawei is steadily catching up as well!


Examining the strategies of Apple’s competitors

Apple’s competitors have different strategies when it comes to competing with the tech giant. Samsung has focused on creating high-quality products that are similar to Apple’s, but with some unique features that make them stand out.


Samsung has also been aggressive in its marketing and advertising campaigns. It has invested heavily in advertising and has used a variety of tactics to promote its products. Consequently, it has seen very good success in many global markets.


Huawei has focused on offering more affordable products and services, while Microsoft has focused on software and services. Google has created its own ecosystem of apps and services.


Microsoft has focused on its enterprise services and cloud computing offerings. It has also invested heavily in research and development, which has allowed it to launch new products and services that are competitive with Apple’s.


Summary of ‘Competitors of Apple (Competitor analysis of Apple)’

To sum up, Apples has a number of big global names to compete with in different markets. Technology is changing rapidly and consumers in many countries are becoming less brand loyal. This is changing the rule of the game. Therefore, Apple must keep very close eyes on its competitors. Surely, there is no room for complacency.


Apple is very much loved by millions of customers around the world. The excellent design of some of its products, and innovation have mesmerised many people over the years.  Apple is indeed one of the most successful tech companies in the world.


However, with sales of some of its products falling, many analysts are arguing that Apple is no longer innovative. They point out that Apple has not brought anything new in some of its key products in the last few years.


Absence of innovation is a big problem in the world of information technology, and this may give Apple’s competitors an upper hand. Therefore, Apple must now focus on bringing about innovative products and adding fundamentally new features to some of its products. Otherwise, the prospect of losing further market share is real.


Finally, the competition between Apple and its competitors will also continue to heat up in the marketing and advertising arena. Therefore, Apple will have to stay on top of its competitors in order to ensure that its products are seen by as many people as possible.


We hope the article ‘Competitors of Apple (Competitor analysis of Apple)’ has been helpful. Please share the article link on social media to support our work.


You may also like reading:

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Last update: 25 January 2023


Cain, G. (2020) Samsung vs. Apple: Inside the brutal war for smartphone dominance, available at: (accessed 20 January 2023)

Alsop, T. (2023) Market share held by the leading personal computer vendors worldwide, available at: (accessed 24 January 2023)

Statcounter (2023) Mobile Vendor Market Share Worldwide, available at: (accessed 24 January 2023)

Statcounter (2023) Tablet Vendor Market Share Worldwide, available at: (accessed 25 January 2023)

Author: M Rahman

M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.

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