Apple maintains lead in global smartphone market for Q4 2024 –Canalys

The global smartphone market continued its growth streak in Q4 2024, but at a slower pace, with shipments rising by just 3% reaching 330 million units, according to Canalys.

Apple remained the dominant player, maintaining the top spot with a 23% market share, driven by the typical surge in sales during its new launch season—most recently with the iPhone 16 Series launch.

Samsung follows second with 16% market share, but experienced a slight dip, while Xiaomi stays in third with 13%. Notably, Xiaomi was the only top three brand to see year-on-year growth, fueled by a stronger footing in both its domestic market and international markets.

Transsion and vivo took the fourth and fifth positions, respectively, capitalizing on the resurgence of demand in emerging markets in the Asia Pacific region.

Looking at the full year, global smartphone shipments reached 1.22 billion units, up by 7% from the previous year. Apple led the charge, securing the top spot for the second year in a row, outpacing Samsung.

Canalys Analyst Le Xuan Chiew explained that Apple’s performance in 2024 was driven by its strength in emerging markets like India and Southeast Asia, where it expanded its presence through better channel coverage and robust marketing.

Despite some challenges in developed markets—especially with longer replacement cycles and stiff competition—Apple’s momentum is expected to continue into 2025 with new hardware, a refreshed portfolio, and deeper integration of Apple Intelligence.

The year also saw mass-market devices playing a key role in driving global growth, as Android brands such as Xiaomi, Transsion, and vivo benefitted from well-established channel networks, competitive pricing, and effective inventory management.

However, as Canalys Senior Analyst Toby Zhu pointed out, mid-range devices faced pressure, particularly in emerging markets, where consumers gravitated toward more affordable options. Meanwhile, more developed markets saw a shift toward higher-end devices.

Looking ahead to 2025, Zhu claims that “It will be challenging to replicate the market performance of 2024 in 2025.” The growth in 2024 was largely driven by inventory replenishment and a recovery in certain markets.

With ongoing macroeconomic uncertainties and fluctuating demand, smartphone makers are expected to focus more on high-end products, leveraging AI features and product innovation to stay competitive.

Furthermore, regional brands are likely to expand their reach, which could reduce the dominance of the top global players in the market.

See the Canalys’ report here.