2024 marked a major change of direction for the global smartphone market, which has seen a growth of 4% compared to the previous year. This positive result comes after two consecutive years of contraction, with 2023 having hit the lowest point of the decade in terms of sales. The recovery was primarily driven by three key regions: Europe, China and Latin America, which showed signs of economic improvement and renewed consumer confidence.
According to the latest data released by Counterpoint Research, Samsung firmly maintained its position as market leader, with a 19% share. The South Korean giant benefited from the success of the Galaxy S24 series, its first smartphone positioned as a device based on artificial intelligence. Particularly popular in Western Europe and the United States, the Galaxy S24 series has outperformed previous models. The Galaxy A series also contributed significantly to the brand’s overall sales.
Samsung first, Apple grows in emerging markets but drops by 2%
Apple she secured second place with one 18% market sharedespite seeing a slight 2% decline in overall sales. The iPhone 16 series received mixed reception, partly due to the unavailability of Apple Intelligence at launch. However, the Cupertino company continued to show strong growth in non-traditional markets such as Latin America, Africa and Asia-Pacific. However, the more expensive iPhone 16 Pro and 16 Pro Max saw particularly high demand, helping to offset the decline in overall sales.
Xiaomi stood out as the fastest growing brand among the top fiverecording a 12% increase in sales. The Chinese company’s success has been attributed to a realignment of its product portfolio, increased focus on the premium segment and aggressive expansion strategies. OPPOwhile maintaining fourth position, suffered a decline of 8% year-on-yearbut ended the year with positive momentum. Vivo completed the top fivedriven by strong performance in India and China, where it established itself as the highest-rated OEM.
An interesting aspect that emerged in 2024 was the introduction of GenAI in smartphones, a potentially revolutionary technology. Although it is currently limited mainly to the premium segment, analysts predict that it will also become a standard for mid-range devices by 2028. It is estimated that by that year, nine out of ten smartphones priced above $250 will be compatible with generative artificial intelligence. The trend towards Premiumization of the market was evident in 2024with the ultra-premium segment (devices priced above $1,000) experiencing the fastest growth. This phenomenon has been aided by subsidies and the easy availability of low-cost financing in emerging markets. Accordingly, it is expected that Revenue growth will continue to outpace volume growth in 2025, with an estimated 8% year-over-year increase in revenue, compared to 4% volume growthi.
2024 has also seen the emergence of brands like HONOR, Motorola and those of the Transsion Group, who have further contributed to the global market recovery through aggressive international expansion. Furthermore, Huawei has made a significant return to Chinademonstrating the resilience and dynamism of the sector. Competition between major manufacturers has also intensified, with the top 5 losing some of their market share to emerging brands. This scenario has created a more competitive and diverse environment, offering consumers a wider range of choices and stimulating innovation in the sector.
Source: www.hwupgrade.it
