In 2024, Apple secured the top position as the leading smartphone vendor, overshadowed by its stiff competition from Samsung. The iPhone 15, Apple’s flagship model, led with a 3% share of total shipments, solidifying its dominance in the market.
According to research firm Canalys
, Apple’s continued success highlights a resilient market driven by high-end smartphone sales.
Apple and Samsung Top the leaderboard
Despite a 1% decline in market share, both Apple and Samsung maintained their leadership, each holding a significant 18% of the global smartphone market. Apple shipped an impressive 225.9 million smartphones, just slightly ahead of Samsung’s 222.9 million units.
Behind Samsung, prominent vendors like Xiaomi, Transsion, and Oppo continued to capture market share, reflecting a competitive landscape.
“Apple and Samsung remained resilient amid strong flagship demand, reflecting the continued premiumization trend of the market,” stated Sanyam Chaurasia, senior analyst at Canalys.
Chaurasia further noted that consumers are increasingly favoring the “premium versions” of smartphone flagships, allowing vendors to differentiate their product lines effectively.
For instance, Apple increased Pro model shipments significantly, with the 16 Pro and Pro Max series outperforming the previous year’s models by 11%, totaling more than 55 million units.
“The performance of the Pro models in the 16 series was a key driver to the iPhone 16 outperforming the launch year performance of the iPhone 15,” Chaurasia emphasized.
Samsung also saw strong performance in its S-series, shipping the highest volume since 2019 and focusing more on the Ultra variant. The Galaxy S25 series, launched in January, featured advanced AI capabilities but received mixed reviews due to inconsistent feature performance.
Samsung’s S25 launch
emphasized AI features such as shopping and cooking assistance, although some reviewers found the AI functionalities uneven.
The Verge’s critique
pointed out that while some features excelled, others fell short in the $1,299 Galaxy S25 Ultra.
Apple Faces Challenges in China and Indonesia
Despite global success, Apple encounters regional setbacks, notably in China. Tim Cook, Apple’s CEO, attributed the 11% decline in Chinese sales partly to inventory management issues, rather than product demand.
The rollout of Apple Intelligence, the company’s AI suite, faces regulatory hurdles in China, delaying approval and affecting sales in the region.
Cook also noted that markets with Apple Intelligence saw stronger iPhone 16 performance compared to regions without it, underscoring the importance of local product offerings.
Another challenge is Apple’s ban in Indonesia. Despite a commitment to invest in electronics manufacturing, the iPhone 16 remains restricted due to local component requirements.
“We are confident that as we build our facility in Indonesia and adhere to their regulations, we will see growth in the smartphone market there,” Cook stated during Apple’s recent earnings call.
Insights from the Apple earnings call
highlighted these ongoing regional issues and strategies to address them.
A Comeback Year for Smartphones
Runar Bjørhovde, Canalys analyst, deemed 2024 a “comeback year” for smartphones, driven by increased demand for upgrades from devices bought during the pandemic.
“The market saw its highest shipment volume since the COVID-19 pandemic, with mass-market smartphones fueling the growth,” Bjørhovde explained.
However, this growth is slowing as emerging markets reach saturation. Vendors will need to focus on short-term performance, inventory management, and long-term investments to sustain success.
“Balancing these factors will be crucial for vendors aiming to thrive in a more saturated global smartphone market,” Bjørhovde concluded.
As the tech landscape continues to evolve, Apple and Samsung’s resilience in the face of competition and regional challenges showcases their strategic adaptability.
Stay tuned for further updates on the global smartphone market as we continue to provide insights from industry leaders and trends shaping the future of technology.
Read more about global smartphone trends
and how they influence the tech industry.
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in the smartphone industry.
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