Apple falls behind in global smartphone boom, Samsung leads the pack
Apple falls behind in global smartphone boom, Samsung leads the pack
A 4% sales increase boosts Chinese brands, but Apple’s delayed AI system hinders iPhone 16 performance.
Global smartphone sales in 2024 grew by 4% compared to 2023, but Apple's iPhone sales declined by 2%, according to data released Monday by research firm Counterpoint. The drop is partly attributed to the delayed availability of the company's artificial intelligence system, Apple Intelligence.
According to Counterpoint, Samsung retained its position as the world's largest smartphone manufacturer in 2024, with a 1% increase in units sold. However, its market share fell slightly from 20% to 19%, primarily due to strong growth by Chinese manufacturers. Xiaomi, with a 12% increase in sales, secured third place with a 14% market share, while Vivo, with 9% growth, held fifth place with an 8% market share. Oppo maintained its fourth-place position, also with an 8% market share, despite experiencing a 9% decline in sales. Manufacturers outside the top five recorded an 8% increase in sales and now collectively account for a third of the global market.
Apple remained in second place with an 18% market share, down from 19% in 2023. iPhone sales declined by 2% year-over-year. “Apple’s iPhone 16 series was met with a mixed response, partly due to a lack of availability of Apple Intelligence at launch,” Counterpoint director Tarun Pathak said.
Counterpoint also highlighted that while the volume of smartphone sales is unlikely to return to pre-pandemic levels, revenue from sales is projected to break records, driven by the rising average price of smartphones. “Sales of ultra-premium smartphones, priced above $1,000, grew at the fastest rate in 2024, as consumers increasingly prefer high-end devices,” the firm noted. “In 2025, we anticipate revenue growth of 8%, compared to 4% growth in the number of devices sold.”
