The global smartphone market hit the third quarter streak of year-on-year growth, with a 12% shipment expansion in Q2 2024, reaching 288 million units. Samsung remained the global leader with an 18% market share as it renewed its emphasis on the high-end market as a strategic priority. Apple followed closely with a 16% market share.
► Samsung and Apple both see healthy growth
► Overall market in Q2 up by 12%
Xiaomi was not far behind on 15% market share, growing the fastest among the top five players with a 27% annual growth, while vivo ranked fourth worldwide with a 9% market share. TRANSSION took the fifth spot this quarter, also with a 9% market share.
The figures come from Canalys, which said that optimism is building, fueled by innovative technologies like GenAI and recovering demand from the mass market. ‘Samsung and Apple are rapidly advancing their premium product strategies with GenAI featuring as a key focus,” said Sheng Win Chow, Analyst at Canalys. “Samsung recently launched its Galaxy Z Fold6 and Flip6 series, building on the AI capabilities first introduced with the Galaxy S24 to deliver enhanced experiences on its latest foldable devices.
‘By integrating software innovation with the foldable form factor, Samsung aims to provide differentiated value to users. While Apple has yet to announce new products, the company generated excitement at WWDC [the Apple developer conference] around anticipated refreshes coming soon that will likely demonstrate its leadership in technology innovation.’
