Global Smartphone Market Grew 5 Percent in 3Q24

Preliminary results from Canalys' research show that global smartphone shipments grew 5% in the third quarter of 2024. This marks a fourth consecutive quarter of growth.

The current growth is primarily driven by resilient demand in emerging economies alongside the early stages of a replacement cycle in North America, China, and Europe. Samsung shipped 18% of smartphones in Q3, narrowly defending its pole position against Apple, whose iPhones comprised 18% of shipments. Xiaomi took 14% market share and maintained its position as the third largest smartphone vendor. OPPO reclaimed the fourth spot on the ranking table for the first time this year with a 9% market share, supported by strong growth in India and Latin America. Completing the top five, vivo grew its shipments by double digits to make up 9% of the market.

“Apple achieved its highest third-quarter volume to date and has never been closer to leading the global smartphone market in a Q3 than now,” highlighted Runar Bjørhovde, Analyst at Canalys. “The ongoing strong demand for the iPhone 15 series, along with Apple’s legacy models, played a crucial role in its Q3 performance. The market’s shift towards premium devices, intersected by an ongoing refresh cycle of devices bought during the pandemic, benefits Apple, particularly in its strong-hold regions such as North America and Europe. Apple’s improved product diversification has helped it lower lead times. Despite a modest initial reception, the iPhone 16 is expected to help Apple maintain a strong finish to 2024 and help momentum in 1H25, particularly as Apple Intelligence expands into new markets and supports additional languages.”

“The gap between the top five vendors has narrowed, intensifying the competitive landscape” commented Le Xuan Chiew, Analyst at Canalys. “Vendors are entering the holiday shopping season with solid momentum and cautious optimism, aiming to attract consumers who have postponed upgrading their devices in anticipation of deals during major events like 11.11 and Black Friday. However, the importance of effective resource planning cannot be overstated. While market conditions are improving, demand remains fragile as vendors face increasing global challenges in demand generation and regulatory hurdles, such as the EU’s eco-design directive. Effective supply chain management, maintaining healthy inventory levels, and optimizing sales and marketing fund allocation is becoming even more critical for market leadership.”