Samsung has reclaimed its position as the top smartphone manufacturer worldwide, surpassing Apple in sales during the first quarter of 2024. According to the latest data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, while the global smartphone market is experiencing a 7.8% growth, Apple is facing a decline in iPhone shipments.
Over the past few years, the mobile phone market has experienced a considerable slowdown due to the pandemic and market saturation. The combination of manufacturing and distribution difficulties caused by COVID-19 and increasingly longer replacement cycles had contributed to a bleak outlook. However, the recent 7.8% growth in sales during the first quarter marks the third consecutive quarterly increase, signaling a strong recovery.
“The smartphone market recovery continues to progress, and market optimism is beginning to rise among major brands,” explained Ryan Reith, vice president of IDC’s Worldwide Mobility and Consumer Device Trackers group. Although Apple managed to position itself as a leader towards the end of 2023, Samsung has once again established itself as the top provider in the first quarter of 2024. According to IDC, both companies are expected to maintain their dominance in the high-end market segment, although they will face competition from brands like Huawei in China and Xiaomi, Transsion, OPPO/OnePlus, and vivo, which are making notable strides.
The market dynamics show that while Xiaomi and Transsion have recorded impressive growth, Apple and Samsung have seen declines in their shipments. In particular, Apple saw a 9.6% decrease in shipments, with 50.1 million units in the first quarter of 2024, compared to 55.4 million units in the previous year. Samsung, on the other hand, experienced a slight 0.7% decline.
Nabila Popal, research director for the IDC Worldwide Tracker team, commented: “The smartphone market is emerging from the turbulence of the past two years stronger and changed. We are seeing an increase in value and average selling prices as consumers opt for more expensive devices knowing they will keep them for longer.”
The recovery and changes in market shares reflect a shift in strategies in a post-recovery world, where brands like Xiaomi are making a strong comeback and Transsion is solidifying its position in the top 5 with aggressive growth in international markets. In contrast, Apple and Samsung, despite their declines in the first quarter, remain the giants of the sector, with Samsung showing a globally stronger position than in previous quarters.