Apple’s dominance as the leading smartphone brand worldwide has been dethroned by Samsung, as per an IDC report. The report indicates a 7.8% year-over-year increase in global smartphone shipments to 289.4 million units in the first quarter of 2024.
Samsung secured the top spot by shipping 60.1 million units in Q1 2024, holding a 20.8% market share. Meanwhile, Apple experienced a 10% decline, delivering 50.1 million units. In the same quarter last year, Apple had shipped 55.4 million iPhones, maintaining a market share of 17.3% in Q1 2024.
Xiaomi claimed the third position with a 14.1% market share, shipping slightly over 40 million units in the same quarter.
- Global smartphone shipments increased by 7.8% year over year to 289.4 million units in 1Q24, marking the third consecutive quarter of growth.
- Despite ongoing macroeconomic challenges, the industry shows signs of recovery.
- Samsung reclaimed the top spot in smartphone market share in the first quarter of 2024 from Apple.
- Huawei, Xiaomi, Transsion, OPPO/OnePlus, and vivo are gaining market share, challenging the dominance of Apple and Samsung.
- Consumers are opting for more expensive devices, leading to growth in average selling prices.
- Top 5 companies are experiencing a shift in power dynamics as market players adjust strategies in a post-recovery world.
- Xiaomi is recovering from past declines, Transsion is showing strong growth in international markets, while Samsung appears in a stronger position compared to recent quarters.
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Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q1 2024 (Preliminary results, shipments in millions of units) |
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Company |
1Q24 Shipments |
1Q24 Market Share |
1Q23 Shipments |
1Q23 Market Share |
Year-Over-Year Change |
|
1. Samsung |
60.1 |
20.8% |
60.5 |
22.5% |
-0.7% |
|
2. Apple |
50.1 |
17.3% |
55.4 |
20.7% |
-9.6% |
|
3. Xiaomi |
40.8 |
14.1% |
30.5 |
11.4% |
33.8% |
|
4. Transsion |
28.5 |
9.9% |
15.4 |
5.7% |
84.9% |
|
5. OPPO |
25.2 |
8.7% |
27.6 |
10.3% |
-8.5% |
|
Others |
84.7 |
29.3% |
79.0 |
29.4% |
7.2% |
|
Total |
289.4 |
100.0% |
268.5 |
100.0% |
7.8% |
|
Source: IDC Quarterly Mobile Phone Tracker, April 15, 2024 |
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IDC anticipates that Apple and Samsung will retain their dominance in the high-end market, but the resurgence of Huawei in China and the progress of Xiaomi, Transsion, OPPO/OnePlus, and vivo may prompt both companies to seek new opportunities for growth and diversification. As the market rebounds, major players are expected to increase their market share while smaller brands may face challenges in establishing their position, according to Ryan Reith, group vice president at IDC’s Worldwide Mobility and Consumer Device Trackers.
Nabila Popal, research director at IDC’s Worldwide Tracker team, commented, “The smartphone market is emerging from the turbulence of the last two years stronger and transformed.”
