
The global smartphone market saw a rebound in 2024, with Apple leading shipments, marking the first significant growth after two years of decline, according to Canalys research.
The report revealed a 7% year-on-year increase in global smartphone shipments, reaching 1.2 billion units. Apple secured the top position for the second consecutive year, shipping 225.9 million iPhones. Strong sales in North America and Europe, along with expansion into new markets, helped offset declining sales in China.
Samsung ranked second with 222.9 million shipments, while Xiaomi secured third place with a 15% increase to 168.6 million units. Transsion climbed to fourth place for the first time, also seeing a 15% growth, while Oppo rounded out the top five with a 3% increase.
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Apple and Samsung’s success was driven by the rising demand for premium smartphones, particularly in the high-end segment, stated Sanyam Chaurasia, senior analyst at Canalys.
Apple’s iPhone 16 Pro and Pro Max shipments grew by 11% compared to the iPhone 15 Pro models in 2023. Meanwhile, Samsung recorded its best S-series sales since 2019. Consumers increasingly opted for premium flagship models, thanks to clearer differentiation within flagship series in an already price-inelastic market.
According to Canalys analyst Runar Bjorhovde, the 2024 smartphone market recovery represents the highest annual global shipment volume post-pandemic. As consumers replaced older devices, vendors capitalized on the demand with affordable mass-market products. However, prioritizing volume also led to margin pressure for many brands.
Bjorhovde warned that vendors should prepare for a challenging 2025. While emerging markets fueled growth in 2024, their slowing expansion, combined with economic instability and potential US tariffs, adds uncertainty. He emphasized that balancing short-term performance, inventory management, and long-term investments will be crucial for vendors’ success.