In 2024, Samsung retained its position as the global leader in the smartphone market with a 19% share, followed closely by Apple at 18%. However, both companies saw slight declines from 2023, when Samsung held 20% and Apple 19%.
Global smartphone sales rose by 4% year-on-year, reflecting improving consumer sentiment amid recovering macroeconomic conditions.
Apple’s performance highlighted a shift in consumer preferences toward its premium offerings. “While iPhone sell-through declined, demand for ultra-high-end models offset some losses,” noted Ivan Lam, senior analyst at Counterpoint Research. In China, Pro and Pro Max models accounted for over half of sales by Q4 2024, up from mid-forties in Q4 2023.
Samsung’s success was fueled by strong demand for its AI-powered S24 series and A-series models. The S24 series, particularly well-received in Western Europe and the US, marked a milestone for Samsung with its advanced AI capabilities. Apple, on the other hand, faced mixed responses to its iPhone 16 series due to limited availability of Apple Intelligence at launch. Nonetheless, the company achieved notable growth in emerging markets like Latin America, Africa, and Asia-Pacific.
As competition tightens, both giants continue to adapt to evolving consumer trends, with innovation and market-specific strategies shaping their trajectories.
Read Also: