• China’s smartphone market rises 6% YoY thanks to overall demand recovery.
• vivo solidifies top spot driven by rich product portfolio and strong national distribution network.
• Apple sees single-digit YoY decline despite increase in Pro series’ share.
• Generative AI features now making their way into the mid-range, we expect this to tighten competition in Q3 as brands start update cycles on premium models.

Beijing, Boston, Fort Collins, Hong Kong, London, New Delhi, San Diego, Seoul, Taipei, Tokyo – July 26, 2024

China’s smartphone sales increased 6% YoY in Q2 2024, according to Counterpoint’s Market Pulse Service. The robust quarterly performance was in part driven by a 6.8% YoY increase in sales during the 618 shopping festival period held in June where customers enjoyed substantial offers. The Q2 2024 performance further confirms the recovery theme emerging in the world's largest smartphone market and brightens the global outlook for 2024 smartphone sales.

Vivo maintained its top position in the Chinese smartphone market with an 18.5% share in Q2 2024, followed by Apple with 15.5% and Huawei with 15.4%. vivo not only retained the top position but also improved its product mix. The premium X series accounted for a bigger sales share than past years. The X100 Ultra, which offers a great photography experience, was added to the X series during the quarter.

Meanwhile, the iPhone 15 Pro and Pro Max accounted for about 50% of Apple’s sales in Q2 2024, higher than the 47% contributed by the iPhone 14 Pro and Pro Max in the year-ago quarter. This reflects Chinese iOS users’ strong preference for the Pro models as these variants offer better processing, photography and display.

Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding.  Source: Counterpoint Market Pulse Service

Huawei’s sales jumped 44.5% YoY in Q2 2024, the fastest among OEMs in China, thanks to the Pura 70 series and Nova 12 series. However, Huawei’s market share of 15.4% during the quarter was still lower than the peak of about 30% it once achieved in 2020. Huawei renamed the P series to Pura and launched the Pura 70 in April 2024. The Pura series embodies the integration of aesthetics and technology, while emphasizing on strong photography performance.

OEMs updated their mid-end products in Q2 2024, including the vivo S19, OPPO Reno12 and HONOR 200. These products feature enhanced photography capabilities, especially for selfies and colorful back cover designs to attract female users.

OEMs have begun their AI marketing campaigns, leveraging generative AI features to differentiate their products in the premium and mid-end segments. A typical use case is eliminating unwanted objects in image backgrounds, which was a practical and well-received new camera feature. Counterpoint expects pioneering OEMs to deliver more generative AI-powered innovations to Chinese smartphone users in H2 2024.

China’s smartphone market performance in Q2 2024 further substantiates our single-digit YoY growth forecast for 2024. In Q3 2024, Chinese OEMs are expected to update their premium product lines, including bar-type and foldable models, which will further intensify competition in the market.

Background

Counterpoint Technology Market Research is a global research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in the high-tech industry.

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