Global Smartphone Market Report 2024: Apple Remains Top Dog, Xiaomi Soars, Domestic Flagships Need a Breakthrough

Global Smartphone Market Report 2024: Apple Remains Top Dog, Xiaomi Soars, Domestic Flagships Need a BreakthroughOn February 3rd, 2025, Canalys, a leading global data analytics firm, released its full-year and Q4 2024 global smartphone market report. The report reveals the market's post-pandemic recovery and intense brand competition

Global Smartphone Market Report 2024: Apple Remains Top Dog, Xiaomi Soars, Domestic Flagships Need a Breakthrough

On February 3rd, 2025, Canalys, a leading global data analytics firm, released its full-year and Q4 2024 global smartphone market report. The report reveals the market's post-pandemic recovery and intense brand competition. It shows global smartphone shipments reached 1.22 billion units in 2024, a 7% year-on-year increase, ending two consecutive years of decline and signaling a market rebound.

The report presents some interesting contrasts with previous data. Key findings include: Apple maintained its position as the global leader for the second consecutive year, shipping 226 million units (18% market share), despite a 1% year-on-year decline. This success was driven by stable performance in North America and Europe, and growth in emerging markets, successfully offsetting a decline in market share in China. Canalys analysts noted that 2024 marked a year of recovery for the smartphone market, representing the highest global shipment volume since the pandemic. Market segment performance showed a 4% year-on-year increase in China, 1% in North America, and 3% in Europe.

The report detailed the rankings and shipments of global smartphone brands in 2024. Apple led with 226 million units, followed by Samsung with 223 million units (both holding an 18% market share, but down 1% year-on-year). Xiaomi came in third with 169 million units (14% market share), experiencing a remarkable 15% year-on-year growth, making it the fastest-growing brand globally. Transsion Holdings entered the top five for the first time, shipping 107 million units (9% market share), also with a 15% year-on-year increase. OPPO (including OnePlus) ranked fifth with 104 million units (8% market share), achieving 3% year-on-year growth. Vivo, however, fell out of the top five.

Q4 2024 data also highlighted intense competition. Apple continued to lead with 77.1 million units (23% market share), down 1% year-on-year. Samsung was second with 51.9 million units (16% market share), down 3% year-on-year. Xiaomi ranked third with 42.7 million units (13% market share), up 5% year-on-year. Transsion shipped 27.2 million units (8% market share), down 1% year-on-year, while Vivo shipped 26.4 million units (8% market share), up 10% year-on-year. Notably, OPPO fell out of the top five in Q4.

Canalys' report indicated strong demand for high-end flagship phones in 2024, with Apple and Samsung excelling. iPhone 16 Pro series shipments grew by 11% year-on-year, exceeding 55 million units. Samsung's Galaxy S24 series also performed exceptionally well, achieving its best performance since 2019. In contrast, domestic Chinese flagship phones still need to improve their performance in overseas markets and haven't posed a substantial threat to Apple and Samsung.

Looking ahead to 2025, Canalys believes all brands face common challenges: slowing growth due to saturation in some emerging markets. Finding a balance between growth and market saturation in the short term is a key issue for all brands. Furthermore, all brands should prioritize increasing average selling prices and profitability across segments, and enhancing consumer recognition through more diverse product portfolios and brand building.

In conclusion, the global smartphone market showed signs of recovery in 2024, but competition remained fierce. Apple and Samsung continued to dominate the high-end market, while the rapid growth of Xiaomi and Transsion highlighted shifting market dynamics. Domestic Chinese manufacturers need to increase investment in improving product competitiveness, expanding overseas markets, and brand building to secure a more advantageous position in future competition. Apples strong position in North America and Europe, coupled with emerging market growth, successfully compensated for its declining market share in China, solidifying its leading position. Xiaomi's robust growth demonstrates the increasing global influence of Chinese phone brands. However, the report also points out the common challenge of saturation and slowing growth in emerging markets for all brands. Balancing growth with profitability will be crucial for future competition. This requires manufacturers to make comprehensive strategic adjustments in product development, marketing, and brand building to adapt to the ever-changing market environment. Ultimately, 2024's market performance suggests that 2025 will be even more challenging and full of opportunities, with intense competition among brands. Only those who better adapt to the challenges will achieve greater success in the future market. This requires continuous innovation, the launch of more attractive products, and a focus on brand building to enhance consumer awareness and recognition. The global smartphone market is becoming increasingly competitive. Only by continuously improving their capabilities can manufacturers thrive in this ever-changing landscape.