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apple's iphone sales in the united states fell in july despite growth in the overall market, but the iphone 15 pro was a bright spot in the company's shipments. the iphone is the most popular smartphone brand in the united states and has been so for quite some time. however, a report in july showed that apple's smartphone lineup has stumbled while other brands have flourished.

according to counterpoint, the overall u.s. smartphone market grew 5% year-over-year, driven primarily by growth at samsung and motorola, rather than apple.

in contrast, apple's share fell 4% year-on-year, which counterpoint attributes to low summer upgrade rates. this isn't as bad as it sounds, as it means apple's share has fallen from 53% to 49% in two years. us smartphone market share bar chart for july. apple and samsung lead, with lesser brands declining. year-on-year growth: motorola +42%, samsung +23%, apple -4%. the market grew 5% overall.

us smartphone sales in july 2024 and 2023 [counterpoint]

even so, there was a good sign for apple. iphone 15 pro sales saw "double-digit" growth during the period. the sales growth of the "high-value, high-profit" iphone 15 pro continued the theme of consumers choosing high-end models amid a decline in overall sales.

earlier, a report on july 31 showed that iphone 15 pro sales in the second quarter accounted for 3.1% of global smartphone sales, ranking third. it lagged behind iphone 15 pro max (3.7%) and iphone 15 (4.1%).

for analysts, a rise in premium models is always a welcome development as it suggests consumers are more willing to pay for higher-priced and higher-spec options.

with the emergence of "apple intelligence" and its high potential to catalyze sales, it all points to a promising future for apple's best-selling products.