Xiaomi overtook Apple as the world’s second-largest smartphone brand in August 2024, marking a resurgence for the Chinese brand after losing the spot in 2021. Samsung continued to hold the top spot during this time.
According to Counterpoint Research’s Smartphone 360 Monthly Tracker, Xiaomi’s monthly sell-through volumes outpaced Apple’s, despite both brands experiencing seasonal declines.
The Chinese tech giant’s growth has been impressive, thanks to several key factors. Xiaomi adopted a leaner product strategy, focusing on a single hero model within each price band, rather than launching multiple products in one segment. This allowed them to allocate their resources better and create more competitive products.
Xiaomi’s entry-to-mid-tier devices and its premium products with foldable and “ultra” devices have also performed well. Moreover, its Redmi series was well received in India, Latin America, Southeast Asia, and the Middle East and Africa.
While Xiaomi’s aggressive growth has been a major factor in its success, Apple’s seasonal decline in August also contributed to their ascent. With the launch of the iPhone 16 series, Apple’s sales are likely to rebound, potentially regaining their position in the coming months.
