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As Apple Inc. (AAPL) prepares to roll out its 10th anniversary iPhone 8 in mid-September, smartphone enthusiasts are hoping the new device will prove more exciting than the last few launches. While the iPhone 8 is expected to renew consumer interest in Apple products, a recent report from International Data Corp. suggests it won’t be enough to ward off intense competition from rivals, most notably Android phones. (See also: Apple iPhone 8: Leak ‘Confirms’ a Price of $999.)

IDC forecasts in 2021 Apple is likely to ship 14.4% of all smartphones globally, down from 14.6% today, as iPhone 8 enthusiasm dies down. The report highlights the fact that Androids are still cheaper than Apple's offerings, making them attractive for first-time buyers. Given that about half of the world doesn’t yet own a smartphone, players with attractive entry-level prices have a large market opportunity with first-time buyers.

iPhone Fatigue?

While the iPhone remains one of the most popular smartphones, shipments fell marginally in 2016. Consumers who have been holding onto their iPhones for a longer period of time failed to be wooed by Apple’s recent iPhone models. Given the iPhone 8’s expected next-gen features, including wireless charging and Facial ID recognition, IDC forecasts iOS smartphone shipments to increase 1.7% in 2017 and 9.1% in 2018 as the phone is available for the whole year.

Despite the boost, Android phones are expected to ship at a faster annual rate than iPhones over the next four years.

Apple shares have gained 41% this year. The S&P 500 Index has added 9.7% year-to-date (YTD). (See also: NYPD Ditching 36K Windows Smartphones for iPhones.)

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