Samsung continues to lead in the global smartphone market, securing the top position in the second quarter of 2024 (2Q24) with an 18.9% share of shipments.
According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, this is attributed to Samsung’s emphasis on its flagship models and a strong AI strategy.
Despite challenging demand in many markets, global smartphone shipments increased by 6.5% year over year, totalling 285.4 million units in 2Q24, the fourth consecutive quarter of growth.
“While recovery is well underway with the top 5 companies all making year-over-year gains, we are seeing increasing competition amongst the leaders and a polarisation of price bands,” said Nabila Popal, senior research director with IDC’s Worldwide Tracker team.
Apple, although trailing Samsung, secured the second spot with a 15.8% market share, showing improved performance in key regions such as China.
Xiaomi held the third position with a 14.8% market share, while vivo and OPPO were nearly tied for the fourth position with 9.1% and 9.0% market shares respectively.
Notably, Xiaomi and vivo saw double-digit growth driven by strong performances in emerging markets and China, whereas OPPO’s growth was bolstered by its continued 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.
He added that some OEMs took less aggressive moves due to BOM costs pressure, focusing on refining product specs or pricing to maintain profitability.
Wong also noted that the second quarter is a prelude to the anticipated launch of more Gen AI smartphones in the latter half of the year, which are expected to drive significant growth following the 5G and foldable smartphone innovations.
In 2Q24, Samsung shipped 53.9 million units, capturing 18.9% of the market, a slight increase from 53.5 million units and 20.0% share in 2Q23.
Apple shipped 45.2 million units, holding a 15.8% market share, up from 44.5 million units and 16.6% share in the previous year.
Xiaomi shipped 42.3 million units, securing a 14.8% share, up from 33.2 million units and a 12.4% share in 2Q23, a commendable 27.4% growth.
Vivo, with shipments of 25.9 million units and a 9.1% share, saw a 21.9% increase from 21.3 million units and a 7.9% share. OPPO shipped 25.8 million units, achieving a 9.0% share, up slightly from 25.4 million units and a 9.5% share, with a modest 1.8% growth.
The category of “Others” accounted for 92.1 million units, representing a 32.3% market share, up from 90.1 million units and a 33.6% share, reflecting a 2.3% growth.
The smartphone market has seen heightened competition in the second half of the year, with leading OEMs and the anticipated surge in Gen AI smartphone shipments.
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