The global smartphone market saw a 7% growth in 2024, reaching a total of 1.22 billion units, signaling a strong rebound after two years of decline. According to Canalys research, the increase was primarily driven by the mass-market segment, boosted by a refresh cycle of pandemic-bought smartphones and channel replenishments.

Apple, maintaining its lead in the market, recorded 225.9 million iPhone shipments, though this marked a slight 1% decrease compared to the previous year. Despite challenges in Mainland China, where its sales dropped, Apple’s solid performances in North America and Europe helped offset these losses. The company’s strategy focused on emerging markets, where it continued to benefit from rising demand.

Samsung followed closely, securing the second position with 222.9 million units shipped, also reflecting a 1% decline year-over-year. Despite these declines, Samsung continued to prioritize profitability, emphasizing its flagship series and driving demand for high-end models. Samsung’s flagship Galaxy S series performed particularly well, with strong shipments of the S-series models, especially the Ultra variant.

Xiaomi made significant gains in 2024, with shipments growing 15% to 168.6 million units. The company’s success was fueled by a robust presence in Mainland China and an aggressive expansion strategy in emerging markets, positioning it as the primary contributor to industry volume growth.

For the first time, TRANSSION claimed the fourth spot, while OPPO (including OnePlus) rounded out the top five. OPPO’s shipments grew by 3%, reaching 103.6 million units, further underlining the strong performance of Chinese smartphone makers.

Despite the positive growth, the smartphone industry faces challenges heading into 2025. Canalys analysts note that while emerging markets have been the key growth engine, these markets are beginning to slow as they reach saturation. Vendors must balance short-term performance with long-term investments, and economic factors such as potential US tariffs and market uncertainties add to the unpredictability.

As the industry heads into a complex 2025, vendors are expected to focus on ASP (average selling price) and profitability. They will also prioritize brand-driven marketing, diversified product portfolios, and deeper collaborations with sales channels. The key to success in the upcoming year will be adapting to the fluctuating market dynamics while tapping into emerging opportunities, such as rising premiumization trends and evolving financing models.

PHOTO: KOMPAS/BILL CLINTEN

This article was created with AI assistance.