In a recent study by Counterpoint Research (as summarized by Ben Lovejoy at 9to5 Mac), smartphone shipments are down by 24%, but Apple’s market share is up from 45% to 55%.

First, About That Decline…

Setting aside last year’s inflation and the economy in general, I’m not surprised that fewer people are buying smartphones. We’ve gotten past the point where the phones are making so monumental a jump every year, and I think most folks have slowed down their upgrade cycles.

Second, About Apple’s Increase…

This is the bit that interests me. Why did Apple’s market share jump 10% in one year? I’m sure a few people at Apple Park know precisely why, but we have to guess a bit from the outside. I can think of a few reasons:

• Mature product line: Apple is getting phones of all sizes and at all price points out these days. If you want an iPhone, there’s probably a path for you.
• The Big (non-Pro) iPhone: I expect many people were waiting for a big-screen iPhone without the iPhone Pro price tag. They got that in the last year.
• Privacy: While I expect this to be a smaller factor, I believe Apple’s privacy focus is sinking in.

I’m sure there’s more, but a 10% jump in just one year after all these years of iPhone is intriguing.