Q3 2024 Premium Smartphone Market Report: Apple Dominates Globally, Domestic Brands Surge in China

Q3 2024 Premium Smartphone Market Report: Apple Dominates Globally, Domestic Brands Surge in ChinaCanalys, a leading market research firm, recently released its Q3 2024 report on the premium smartphone market. The report reveals a 5% year-over-year growth in the global smartphone market, marking the fourth consecutive quarter of growth and indicating a strong market recovery

Q3 2024 Premium Smartphone Market Report: Apple Dominates Globally, Domestic Brands Surge in China

Canalys, a leading market research firm, recently released its Q3 2024 report on the premium smartphone market. The report reveals a 5% year-over-year growth in the global smartphone market, marking the fourth consecutive quarter of growth and indicating a strong market recovery. The report provides an in-depth analysis of the competitive landscape for smartphones priced above $600 (approximately RMB 4355) in both the global and Chinese markets, highlighting key trends.

Globally, competition in the premium smartphone segment is fierce. The top five vendors in the over-$600 price bracket are Apple, Samsung, Huawei, Google, and Honor, holding market shares of 63%, 21%, 8%, 2%, and 2%, respectively. Significantly, all five vendors experienced year-over-year growth, demonstrating robust demand in the premium market. Apple, leveraging its strong brand recognition and premium pricing, maintains its dominant position with a commanding 63% market share, significantly outpacing its competitors. Samsung follows closely with a 21% share, showcasing its competitive strength. Huawei, Google, and Honor each hold 8%, 2%, and 2% respectively, carving out their niches in the premium market.

However, the Chinese market presents a different picture. In the over-$600 segment, the top five vendors are Apple, Huawei, Honor, Xiaomi, and Samsung, with market shares of 52%, 33%, 5%, 3%, and 3%, respectively. Compared to the global market, the Chinese market demonstrates the rise of domestic brands, challenging the dominance of international giants like Apple. Huawei, in particular, stands out, capturing a 33% share thanks to its strong technological capabilities and brand influence, significantly narrowing the gap with Apple's 52%. Honor and Xiaomi also hold significant shares, effectively pressuring Apple's market position.

Surprisingly, despite Apple's global dominance, its shipments in the Chinese market experienced a 5% year-over-year decline. This suggests a growing consumer preference for domestic brands in China, with these brands steadily eroding Apple's market share.

A deeper analysis reveals that price and value for money are crucial factors. In the over-$600 segment, consumers consider more than just brand and performance; value for money plays a significant role. Domestic brands often offer higher specifications at similar price points, such as larger memory and storage capacities. Apple's relatively larger price increases for storage upgrades make domestic options more appealing to price-conscious consumers. This strategy proves highly attractive to value-oriented buyers, explaining the increasing market share of domestic brands in the Chinese premium segment.

In conclusion, the Q3 2024 report illustrates a recovering global market with Apple holding a commanding global lead. However, the Chinese market showcases a powerful surge of domestic brands fiercely competing with Apple. Domestic brands, employing a high value-for-money strategy, are progressively chipping away at Apple's market share. The future of the premium smartphone market promises intense competition. Apple needs to address the growing competitive pressure from domestic brands, while domestic brands must continuously enhance their technological capabilities and brand influence to consolidate their positions. Consumers will benefit from greater choice, and the premium smartphone market will become even more diverse. The increasingly fierce competition highlights that technological innovation and value for money will be key determinants of the market's future trajectory. The report underscores that the premium smartphone market is no longer the exclusive domain of international giants; domestic brands are reshaping the global landscape through their own strength.