The Global Smartphone Market in Q3 2024: Samsung Leads, Apple Close Behind, and vivo Dominates China

The Global Smartphone Market in Q3 2024: Samsung Leads, Apple Close Behind, and vivo Dominates ChinaThe global smartphone market showed signs of a positive recovery in the third quarter of 2024. According to Counterpoint Research, global smartphone shipments reached 307 million units, a 2% year-on-year increase

The Global Smartphone Market in Q3 2024: Samsung Leads, Apple Close Behind, and vivo Dominates China

The global smartphone market showed signs of a positive recovery in the third quarter of 2024. According to Counterpoint Research, global smartphone shipments reached 307 million units, a 2% year-on-year increase. This growth was primarily driven by the continued recovery in the European, Caribbean and Latin American, and Southeast Asian markets. However, different brands exhibited varying performance trends in both global and regional markets.

I. Global Smartphone Market Share and Shipment Analysis

Globally, Samsung maintained its leading position with a 19% market share, driven by the strong performance of its Galaxy A series. Shipments reached 58 million units in Q3 2024, demonstrating its robust competitiveness in the mid-to-low-end market. It's noteworthy that Samsung's market share remained relatively stable, fluctuating around 20%, from Q1 to Q3 2024, reflecting its solid market position.

Apple followed closely, with a 17% market share and a remarkable 5% year-on-year growth. This was largely attributed to the early release of the iPhone 16 series and its strong performance in Europe, the Caribbean and Latin America, and key Asian countries. Apple's robust growth indicates its expanding influence in the high-end market, and the success of the iPhone 16 series lays a solid foundation for future market competition. Shipments increased from 50.6 million units in Q1 2024 to 51.2 million units in Q3 2024 a modest but steady increase.

Xiaomi ranked third with a 14% market share and a 3% year-on-year growth, mainly driven by its excellent performance in the domestic market. Its success with the Redmi K series and flagship Mi series in the mid-to-high-end market contributed to its expanding market share, showcasing the effectiveness of its product strategy and marketing efforts. Xiaomi's shipments grew steadily from 40.8 million units in Q1 2024 to 42.8 million units in Q3 2024.

OPPO and vivo both held a 9% market share, neck and neck. vivo experienced the largest shipment increase among the top five vendors, thanks to its strong performance in key markets like China and India. vivo's success stems from its diverse product portfolio covering almost all price points, catering to various consumer segments. OPPO maintained stability in the global market, demonstrating consistent product competitiveness and market strategy. Both OPPO and vivo shipments remained around 27 million units, maintaining their stable market share.

Other brands accounted for the remaining 32% market share, indicating a fiercely competitive market with numerous players vying for market share.

The following tables detail the global smartphone market share and shipments:

Global Smartphone Market Share (%)

| Brand | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 |

| -------- | -------- | -------- | -------- | -------- | -------- | -------- | -------- |

| Samsung | 22% | 20% | 20% | 16% | 20% | 19% | 19% |

| Apple | 21% | 17% | 16% | 23% | 17% | 16% | 17% |

| Xiaomi | 11% | 12% | 14% | 13% | 14% | 15% | 14% |

| OPPO | 10% | 10% | 9% | 7% | 8% | 9% | 9% |

| vivo | 7% | 8% | 7% | 7% | 7% | 9% | 9% |

| Others | 29% | 33% | 34% | 34% | 34% | 32% | 32% |

Global Smartphone Shipments (Million Units)

| Brand | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 |

| -------- | -------- | -------- | -------- | -------- | -------- | -------- | -------- |

| Samsung | 60.6 | 53.5 | 59.4 | 53 | 60 | 54 | 58 |

| Apple | 58 | 45.3 | 48.9 | 74 | 50.6 | 45.5 | 51.2 |

| Xiaomi | 30.5 | 33.2 | 41.5 | 40.7 | 40.8 | 42.3 | 42.8 |

| OPPO | 28.4 | 27.9 | 28.1 | 23.9 | 25.1 | 25.6 | 27.5 |

| vivo | 20.8 | 21.3 | 22.1 | 23.7 | 21.6 | 25.9 | 27 |

| Others | 81.8 | 86.6 | 99.7 | 107.8 | 87.8 | 95.8 | 100.5 |

| Total | 280.1 | 268 | 299.7 | 323.1 | 286.9 | 289.1 | 307.5 |

II. China Smartphone Market Analysis

The Chinese smartphone market also showed positive growth in Q3 2024, with sales increasing by 8% year-on-year and 2% quarter-on-quarter. This suggests positive growth for the entire year 2024.

In terms of brand competition, vivo took the lead with a 19.2% market share, leveraging its comprehensive product portfolio covering all price ranges. Its shipment growth reflects the success of its product strategy in meeting diverse consumer needs, solidifying its leading position in the Chinese market.

Huawei followed in second place with a 16.4% market share, driven largely by the success of its P70 and Mate 60 series, demonstrating its strength in the high-end market. Huawei's strong comeback showcases its enduring brand influence.

Xiaomi ranked third with a 15.6% market share, primarily contributed by the success of its Redmi K series and flagship Mi series. Xiaomi's continued efforts in the mid-to-high-end market maintained its competitiveness.

Other brands, including OPPO and Honor, also held significant market shares, indicating a continued fierce competitive landscape.

The following table details the Chinese smartphone market share:

China Smartphone Market Share (%)

| Brand | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 |

| -------- | -------- | -------- | -------- | -------- | -------- | -------- |

| vivo | 18% | 16% | 16% | 15% | 19% | 19.2% |

| Huawei | 11% | 14% | 17% | 17% | 15% | 16.4% |

| Xiaomi | 14% | 14% | 13% | 14% | 15% | 15.6% |

| OPPO | 18% | 16% | 13% | 16% | 16% | 15% |

| Honor | 15% | 19% | 15% | | | |

Please note that some data points are missing from the provided data for the China market.