In Q3 2024, Samsung solidified its position as the leader in the global smartphone market, achieving a total of 57.5 million shipments. However, it also recorded a year-on-year decline of 2%, making it the only major player to do so. In contrast, Apple, Xiaomi, Oppo, and Vivo experienced year-on-year growth rates of 9%, 3%, 8%, and 24%, respectively.
This figure contributed to an overall year-on-year growth of 5% in smartphone shipments, reaching nearly 310 million units—the strongest third-quarter performance since 2021. The increase is attributed to aggressive product launches and strong consumer sentiment, which have encouraged upgrades across various market segments.
Samsung led with 57.5 million shipments in the global smartphone market in Q3 2024
According to a report by market research firm Canalys, the growth in smartphone shipments was fueled by refreshed product portfolios from numerous brands. Samsung’s streamlined entry-level lineup played a crucial role in its success, appealing to budget-conscious consumers looking for value without compromising on quality.
Apple follows closely behind, securing second place with record shipments of 54.5 million units, largely driven by the successful launch of the iPhone 16 series. The new models, particularly popular in emerging markets, have benefitted from reduced hardware gaps between the base and Pro versions, enabling Apple to tap into a wider consumer base. Additionally, strategic production optimizations, including significant manufacturing efforts in India, have helped Apple enhance its supply chain and reduce lead times, further stimulating demand.
Xiaomi retains its third-place position with 42.8 million units shipped, maintaining a 14% market share. The company’s strategic inventory management for new launches in core markets has been instrumental in its performance. OPPO and vivo rounded out the top five, with shipments of 28.6 million and 27.2 million units, respectively. Both brands have demonstrated healthy growth in the competitive Asia Pacific region.
Canalys Analyst Le Xuan Chiew highlighted that Apple’s record Q3 shipments stemmed from a blend of channel and supply chain optimizations. As consumers upgrade from older iPhone models, Apple is also experiencing increased shipments of previous-generation iPhones, particularly in India, which has bolstered its market share in the mid-range segment. However, geopolitical challenges and delays in deploying new technologies may hinder Apple’s performance in the upcoming festive quarter and beyond.
OPPO has successfully launched products within the $100-$200 price segment
Canalys Senior Analyst Toby Zhu highlighted the intense competition in the low-end smartphone market, which persists despite earlier strong consumer demand.
Brands like OPPO have successfully launched products within the $100-$200 price segment, particularly in Southeast Asia, witnessing significant growth. However, rising component costs and channel saturation pose challenges to sustaining profitability.
Looking ahead, Canalys remains cautiously optimistic about the smartphone market. With emerging markets, such as Southeast Asia and Latin America, outperforming others, vendors are refining their inventory strategies and brand positioning to drive growth into 2025.
