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Samsung & Apple lead as smartphone market recovers

The global smartphone market continues its recovery, with shipments growing 6.5% year-over-year to reach 285.4 million units in the second quarter of 2024 (2Q24), according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker.

While the top five smartphone companies – Samsung, Apple, Xiaomi, vivo, and OPPO – all saw year-over-year gains, the landscape is becoming increasingly competitive.

“As Apple and Samsung both continue to push the top of the market and benefit the most from the ongoing premiumization trend, many leading Chinese OEMs are increasing shipments in the low end in an attempt to capture volume share amidst weak demand. As a result, the share of mid-range devices is challenged,” said Nabila Popal, senior research director with IDC’s Worldwide Tracker team.

Samsung retained its top position in 2Q24 with an 18.9% market share, driven by strong flagship sales and its focus on artificial intelligence (AI). Apple followed closely with a 15.8% share, fueled by improved performance in China and other key regions. Both companies saw modest year-over-year growth.

Xiaomi secured the third spot with a 14.8% market share, thanks to impressive results in emerging markets and China. vivo and OPPO tied for fourth place with 9.1% and 9.0% share, respectively. Both companies experienced double-digit growth, with vivo performing well in China and OPPO expanding successfully outside its home market.

Company2Q24 Shipments2Q24 Market Share2Q23 Shipments2Q23 Market Share2Q24/2Q23 Growth
Samsung53.918.90%53.520.00%0.70%
Apple45.215.80%44.516.60%1.50%
Xiaomi42.314.80%33.212.40%27.40%
vivo25.99.10%21.37.90%21.90%
OPPO25.89.00%25.49.50%1.80%
Others92.132.30%90.133.60%2.30%
Total285.4100.00%268100.00%6.50%

Looking ahead, IDC anticipates more growth in the second half of the year. Increased competition and the arrival of new AI-powered devices could be the next wave of growth for the smartphone industry.

Source: IDC

Bryan is a geek at heart and a tech enthusiast by choice. He has a strong background in corporate communications, marketing services, and customer relations having worked in the telecommunications and banking sectors for over two decades. In his spare time, he enjoys watching clips on YouTube and binge watching shows on Netflix.

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