Global smartphone shipments increased 6.5 percent year-on-year to 285.4 million units in the second quarter of 2024, according to data from the International Data Corporation (IDC). Samsung and Apple continue to remain the market leaders with 18.9 and 15.8 percent market shares, respectively. The shipments of Samsung touched 53.9 million units in Q2 2024.
Global smartphone shipments
While this marks the fourth consecutive quarter of shipment growth and builds the momentum towards the expected recovery this year. However, the demand is yet to come around in full and remains challenged in many markets.
Samsung and Apple continue to push the top of the market and benefit the most from the ongoing premiumisation trend. While leading Chinese OEMs are increasing shipments in an attempt to capture volume share amidst weak demand. Here are the top 5 smartphone markers in the globe and their market share.
- Samsung captured the top position in Q2 2024 with an 18.9 percent share of shipments, thanks to a strategic focus on its flagships and a strong AI strategy.
- Apple settled in second place with a 15.8 percent share and an improved performance in China and other key regions.
- Xiaomi is placed third in Q2 2024 and has a market share of 14.8 percent share. The company saw a total of 42.3 million shipments.
- Vivo and OPPO tied for the fourth position with 9.1 percent and 9.0 percent market share respectively. Both companies witnessed 25.9 and 25.8 million units.
Xiaomi and vivo both saw double-digit growth with strong performances in emerging markets and China, while OPPO’s 1.8 percent growth was due to a successful ongoing expansion outside China.”The growth in 2Q24 continued to provide some relief to the OEMs, though it’s partly supported by a low comparison base and the overall recovery is still at a soft pace,” said Will Wong, senior research manager for Client Devices at IDC Asia/Pacific.
IDC executive says that some OEMs took a less aggressive move in Q2 2024 amid the BOM cost pressure. This prompted the brands to fine-tune the product specs or pricing to ensure profitability. IDC says more Gen AI smartphones will be launched in the second half of the year and this should be the next growth driver after 5G and foldables.
