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Apple Leads Global Smartphone Shipments in Q4 2024, According to Canalys Report

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Global smartphone shipments saw a 3 percent year-on-year increase for the October-December (Q4) period in 2024, marking the fifth consecutive quarter of growth. According to Canalys, the growth was driven by strong demand for the newly launched iPhone 16 series, helping Apple secure the top spot in the global smartphone market with a 23 percent market share. Samsung followed closely in second place, while Chinese brands Xiaomi, Transsion Group, and Vivo rounded out the top five. Notably, Xiaomi stood out as the only brand among the top three to experience year-on-year growth.

The Canalys report revealed that total smartphone shipments reached 330 million units in Q4 2024, contributing to a global shipment total of 1.22 billion units for the entire year. This represents a 7 percent increase compared to the previous year, indicating a recovery in the global smartphone market. While the overall growth is encouraging, it is also indicative of a competitive landscape where brands are vying for dominance in an ever-changing market.

Apple’s performance in Q4 2024 solidified its position as the leader in smartphone shipments, with the iPhone 16 series continuing to capture consumer interest, particularly in emerging markets like India and Southeast Asia. Despite a slight dip from its 24 percent market share in Q3 2023, Apple’s strong sales performance in these regions allowed it to maintain its edge over Samsung for the second consecutive year.

Samsung’s position in second place was challenged by the increasing strength of Chinese brands, with Xiaomi and Transsion Group showing significant activity in global markets. However, Xiaomi was the only one of the top three brands to report year-on-year growth in Q4 2024, highlighting its continued success in regions like Europe and India. As the smartphone industry continues to grow, the competition between these major players remains fierce, with each brand seeking to expand its footprint in key markets around the world.

Samsung Leads Global Smartphone Market with 4% YoY Growth in 2024: Counterpoint Research

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Global Smartphone Shipments Show Resurgence in 2024
Global smartphone shipments recorded a 4% year-over-year increase in 2024, marking a significant turnaround after two years of annual declines, according to a report by Counterpoint Research. This growth reflects improving consumer sentiment, driven by macroeconomic stabilization. Samsung retained its position as the global leader in market share, followed by Apple and Xiaomi, solidifying their dominance in the industry. The rise in shipments is a promising sign for the sector, which had seen its lowest sales figures in a decade during 2023.

Recovery and Market Dynamics
Counterpoint Research’s preliminary findings from its Market Pulse report highlight that the smartphone market began its recovery in late 2023, showing consistent growth over five consecutive quarters. Research Director Tarun Pathak pointed out that easing macroeconomic pressures were a significant factor in this rebound. The improved economic environment encouraged consumers to upgrade their devices, contributing to a more stable and optimistic market outlook.

Regional Growth Trends
The resurgence was fueled by growth across multiple regions, with Europe, China, and Latin America leading the way. These markets showed robust demand for both flagship and mid-range devices, reflecting varied consumer preferences. Europe benefited from strong promotional activities, while China’s recovery was spurred by local economic measures. Latin America’s growth was driven by rising smartphone penetration and demand for affordable models. These regional dynamics played a crucial role in the global market’s recovery.

Outlook for the Smartphone Industry
The 4% YoY growth in 2024 signals a potential return to pre-pandemic market conditions for the global smartphone industry. While challenges such as supply chain constraints and inflation persist, the recovery trend suggests a more resilient consumer base. Industry leaders like Samsung, Apple, and Xiaomi are expected to maintain their positions, leveraging innovation and strategic pricing to cater to evolving market demands. As economic conditions continue to stabilize, the smartphone sector is poised for sustained growth in the coming years.

Apple Loses Smartphone Sales Crown in China, Drops to Third in 2024

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Apple has lost its position as China’s top smartphone seller in 2024, with local competitors Vivo and Huawei surpassing the tech giant. According to data from research firm Canalys, Apple’s annual smartphone shipments in China declined by 17%, marking its largest drop since 2016.

Vivo, the budget smartphone maker, secured 17% of the market share, while Huawei, with its premium offerings, held 16%, and Apple dropped to third with 15%. This marks a significant shift in market dynamics, as domestic manufacturers gain strength in one of Apple’s largest global markets.

Apple’s decline is attributed to various factors, including the lack of artificial intelligence capabilities in its latest iPhones, which has hurt its competitiveness in China, where services like ChatGPT are unavailable. Canalys analyst Toby Zhu commented that Apple’s premium market position faces multiple challenges, such as Huawei’s resurgence in the flagship segment, the rise of domestic foldable phones in high-price segments, and Android brands like Xiaomi and Vivo building consumer loyalty through technological innovations.

Despite previously experiencing four years of growth following U.S. sanctions on Huawei in 2019, which restricted the company’s access to American technology, Apple now faces a strong challenge from Huawei. The Chinese company has seen a resurgence, with a 24% rise in shipments during the fourth quarter of 2024 after launching new phones with locally-made chipsets.

To combat the decline, Apple resorted to offering discounts. In early January, Apple launched a four-day promotion in China, offering price cuts of up to 500 yuan ($68.50) on iPhone 16 models through official channels. Major Chinese e-commerce platforms followed suit, with Alibaba’s Tmall marketplace offering discounts up to 1,000 yuan ($137) on the latest iPhone 16 series devices.

Among the top five smartphone vendors, Xiaomi posted the strongest growth, with a 29% increase in shipments in the fourth quarter, while Oppo and Vivo saw increases of 18% and 14%, respectively. Overall, smartphone shipments in China rose by 4% year-on-year to 285 million units in 2024.