MARKET HIGHLIGHTS

• Global smartphone shipments in Q3 2024 increased by 2% YoY to reach 307 million units, as the market saw a continued recovery in regions like Europe, Caribbean and Latin America, and Southeast Asia.
• Samsung continued to lead the market in terms of shipments with a 19% share, driven by the Galaxy A series.
• Apple secured the second position, with its shipments growing by 5% YoY due to an early iPhone 16 series launch and a strong performance in Europe, Caribbean and Latin America, and key Asian countries.
• Xiaomi ranked third, with its shipments growing by 3% YoY, driven by a strong performance in China.
• vivo recorded the fastest YoY growth among the top five OEMs, driven by a strong performance in key regions like China and India.

Global Smartphone Shipments Market Share (%)

MARKET HIGHLIGHTS

- The global smartphone market grew by 8% YoY to reach 289 million unit shipments in Q2 2024, owing to better consumer demand in Caribbean and Latin America and Europe regions.

- Samsung retained the top position globally, accounting for 19% shipment share, driven by Galaxy A-series.

- Apple’s shipments registered marginal growth in Q2 2024. Muted demand in North America markets and stiff competition in China were some of the reasons for this marginal growth.

- Among the top five OEMs, Xiaomi grew the fastest, registering 27% YoY shipment growth, posting strong performance in China, India and other emerging markets.

Global Smartphone Shipments Market Share (%)

Market Highlights

• The global smartphone market grew by 7% YoY to reach 323.2 million units in Q4 2023.
• Apple grew by 2% YoY, overtaking Samsung for the top spot in Q4 2023.
• Samsung, meanwhile, declined by 9% YoY losing share to Apple in the premium segment, to Chinese OEMs such as Xiaomi in the mid-tier segment and to Transsion brands in the entry-level.
• Samsung, nevertheless, retained the spot as the world's top smartphone player annually, shipping the most number of smartphones in 2023.
• Among the top five smartphone brands, Xiaomi grew the most by 23% YoY to 40.7 million units in Q4 2023.
• HONOR experienced a healthy double-digit growth of 27% YoY whereas Huawei grew by triple-digits, the only top 10 smartphone to do so.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while Europe experienced the highest decline.

Global Smartphone Shipments Market Share (%)

Market Highlights

• The global smartphone market declined by 1% YoY to reach 299.8 million units in Q3 2023.
• Samsung declined 8% YoY despite growing by 11% QoQ and retaining its position as the top smartphone player in Q3 2023.
• Among the top five smartphone brands, Xiaomi was the only brand to grow YoY, shipping 41.5 million smartphones in Q3 2023.
• Among the top 10 smartphone brands, HONOR, Motorola, Tecno and Huawei saw double-digit annual growth. Infinix and itel, the other Transsion brands along with Tecno, also experienced double-digit annual growth.
• In terms of regional performance, the Middle East and Africa (MEA) exhibited the highest annual shipment growth while North America experienced the highest decline.

Global Smartphone Shipments Market Share (%)

Market Highlights

• The global smartphone market declined by 9% YoY to reach 268 million units in Q2 2023.
• Samsung retained its position as the top smartphone player in Q2 2023, as Apple saw cyclical decline.
• Among the top five brands, Apple experienced the least YoY shipment decline. Among the top 10 brands, Tecno and Infinix, part of the Transsion Group, saw double digit annual growth.
• In terms of regional performance, Middle East and Africa (MEA) exhibited the only annual shipment growth while North America experienced the highest decline.
• The top 5 brands contributed to almost 80% of the total 5G shipments in Q2 2023.

Global Smartphone Shipments Market Share (%)

Market Highlights

• The global smartphone market declined by 14% YoY and 7% QoQ to record 280.2 million unit shipments in Q1 2023.
• Samsung replaced Apple as the top smartphone player in Q1 2023, driven by its mid-tier A Series and the recently launched S23 series.
• Apple’s YoY shipment decline was the least among the top five brands. Consequently, it recorded its highest-ever Q1 share of 21%.
• Global smartphone revenues declined by 7% YoY to around $104 billion. Apple, Samsung, Xiaomi increased their Average Selling Prices YoY.
For our detailed research on the global smartphone market in Q1 2023, click here.

Global Smartphone Shipments Market Share (%)